Green Marketing
Includes both product greening and company greening. Companies seeking to occupy a new green niche must rethink the 4Ps (product, price, place, and promotion) of traditional marketing and turn to new strategies to promote environmentally friendly products.
Based on the literature review, four main strategies of green marketing were identified: Lean Green, Defensive Green, Shaded Green, and Extreme Green. All green marketing strategies presented in the article are directly related to the marketing mix concept. Many companies do not want to green all 4Ps, but only some of them. Therefore, companies choose a suitable green marketing strategy for themselves based on their goals. Green marketing strategies help companies develop products that are environmentally friendly and at the same time meet consumer needs.
Green marketing is a tool for protecting the environment for future generations. It has a positive impact on the ecological well-being of the planet. Due to the growing concern about the environmental situation, a new market has emerged – the green market. In order to survive in this market, companies need to “green” a number of components of their business. Consumers want to identify themselves with “green” companies and are willing to bear additional costs for a more environmentally friendly lifestyle. However, “green” marketing is not just a tool for protecting the environment, but also a marketing strategy. Depending on how “green” a company wants to be, it chooses an appropriate “green” marketing strategy. “Lean Green” and “Defensive Green” marketing strategies are used only as a precautionary measure to adapt to market conditions. These strategies represent a defensive approach to “green” marketing, when companies make minimal efforts to avoid negative consequences. Companies that use the Shaded Green and Extreme Green marketing strategies try to create competitive advantages based on their environmental activities. These strategies represent an offensive approach, where companies focus on creating competitive advantages. All the green marketing strategies presented in the article are directly related to the marketing mix concept. All components of this concept – product, price, place, promotion – are also considered from an environmental perspective. Many companies do not want to “green” all 4Ps, but only some of them. Therefore, companies choose a suitable “green” marketing strategy for themselves based on their goals.
Thus, “green” marketing strategies help companies in developing business practices and products that are environmentally friendly and at the same time satisfy consumer needs.
Source: Zaitseva D.S., Krakovetskaya I.V. Environmental Marketing: Trends and Prospects // Bulletin of Kemerovo State University. Series: Political, Sociological and Economic Sciences. 2016. No. 2. P. 55–60.
Wildly Beautiful: Environmental Actions That Inspire
The general producer of the Golden Turtle festival Nadezhda Makova prepared a review of striking eco-campaigns and spoke about the international wildlife festival
The global advertising industry has long been challenging the idea that ecology is boring. Promotional campaigns and environmental events are becoming more and more exciting, and no global advertising or creative festival can do without eco-projects.
Expanding our boundaries!
This spring, the Internet was stirred up by a letter from American schoolgirl Bria Loveday – the girl suggested that Elon Musk, the founder of Tesla, a company that produces electric cars, announce a fan video contest. It took the businessman less than an hour to think about it and support the idea and launch Project Loveday, named after the girl. The winning video demonstrates the spaciousness of the electric car due to its lack of an engine, which means that it can also put necessary things under the hood.
Be trendy or go extinct!
Successful environmental campaigns are often based on modern content promotion formats.
Greenpeace’s interactive installation in the form of a melting iceberg gathered many people around it who were able to save it, all they had to do was scan the QR code.
WWF’s digital campaign to combat the illegal trade in tigers allowed anyone to turn an ordinary selfie into a work of art and share it with friends.
An equally important component of the success of an advertising campaign is the ability to use trends to your advantage.
The video about the problems of global warming was shot based on the Game of Thrones and has an ironic slogan “Winter is not coming.” In the video, the white walkers fall through the ice.
And the famous Pokemon became the idea for the WWF campaign “Pokemon exist. Save them all”, where Pokemon were replaced with images of rare animals, urging people not to catch them.
Green Landing
Sometimes even the simplest campaigns become successful, for example, the Copenhagen Zoo project. For the third summer in a row, the airport of the capital of Denmark has been transformed into a real nature reserve: here a lion roars kindly, a polar bear offers to measure his height, a kangaroo leaves footprints that are so convenient to jump on, and an elephant strides, inviting everyone to follow him with a wide gait. This campaign has the greatest effect on children – which means that the goal of the campaign has been achieved: children and their parents will rush to the zoo and learn a lot about nature.
Responsibility as an advantage
A study by Cone Group has shown that people are drawn to socially responsible companies: 81% of consumers are ready to buy products from brands that offer goods at a comparable price and quality, but also bring additional benefits to society. It is not surprising that many inspiring environmental campaigns are dedicated to the “second life of things”.
32 packs of chips can easily be turned into an IKEA bag:
This park bench, created by Keep America Beautiful, is made from recycled bottles:
Even the dress from the fashion brand H&M for supermodel Natalia Vodianova was made from recycled plastic:
All this clearly demonstrates that we live in a world where even advertising structures can help the environment, as Toyota has proven. When creating billboards, the company used a vinyl layer with titanium dioxide, which is capable of cleaning nitrogen oxides, which are the main component of smog.
Modern trends in environmental marketing
Modern trends in environmental marketing reflect a growing awareness of sustainability and corporate responsibility. Here are some key trends:
1. Transparency and Authenticity
Brands are emphasizing transparency in their supply chains and production processes. Consumers are increasingly drawn to companies that openly share their sustainability practices and challenges.
2. Eco-Friendly Products
There is a rising demand for products made from sustainable materials. Brands are innovating to create biodegradable, recyclable, or upcycled products.
3. Cause Marketing
Many companies align themselves with environmental causes, partnering with NGOs or supporting initiatives that promote sustainability. This helps build brand loyalty among environmentally conscious consumers.
4. Storytelling
Brands are using storytelling to connect emotionally with consumers. Sharing narratives about the impact of their products on the environment or communities can enhance engagement.
5. Digital Engagement
Social media and online platforms are powerful tools for environmental marketing. Brands use these channels to educate consumers, share their sustainability efforts, and foster community involvement.
6. Local Sourcing
Many brands are focusing on local sourcing to reduce carbon footprints and support local economies. This trend is appealing to consumers who value community and sustainability.
7. Circular Economy
Emphasizing a circular economy model, brands are designing products for longevity and recyclability, encouraging customers to return products for reuse or recycling.
8. Green Certifications
Obtaining and promoting green certifications (like LEED or Energy Star) is becoming a common practice. These certifications can enhance credibility and consumer trust.
9. Personalization
Tailoring marketing messages to individual consumer values and preferences regarding sustainability can increase engagement and loyalty.
10. Sustainability Reporting
More companies are publishing sustainability reports detailing their environmental impact and goals. This practice not only holds companies accountable but also informs consumers.
As environmental concerns continue to grow, brands that effectively integrate sustainability into their marketing strategies will likely resonate more with consumers, fostering loyalty and trust.
