Branching Out: Green Marketing Strategies That Can Grow Your Business
Business owners today are increasingly committed to environmentally conscious options throughout their organizations. This might come in the form of implementing recycling programs, opting for a more sustainable supply chain, and maybe even investing in carbon neutral initiatives. As more consumers, and the business sector at large, continue to embrace green ideas, the public increasingly finds it important to align itself with businesses who do the same. If yours is a company committed to the environment, perhaps it is time to let your customers know by means of Green Marketing.
Green Marketing can be a very effective approach to an environmentally conscious business’s overall branding strategy. And it is not all about altruism. By sharing with your customers your commitment to planet-friendly practices, your business can gain a substantial edge over less-green competitors.
There are numerous benefits of green marketing, depending on your industry and customer base:
Publicly sharing your environmental commitment.
Expressing that your business includes eco-concerns in decision-making.
Increasing customers’ trust in your brand.
Allowing customers to make buying decisions based on brand values.
Building stronger relationships with your target market.
According to a PwC report, 77% of people are influenced by a company's environmental record when deciding to buy. And that number is only expected to rise.
The data is clear. If your business is not yet engaging in green solutions, it might be time to consider implementing some. And if your company is already environmentally conscious, why not shout it from the rooftops?
Three Green Marketing Strategies to Consider
1. Green Packaging
Replace current packaging practices with more environmentally friendly and sustainable options. This might include incorporating recycled materials, biodegradable substitutes and minimalist design. You might also consider packaging that can be repurposed in some way by the consumer. A fun example of this is Altoids. The mint tins are easily recycled but are also often saved by consumers to store small items. Whatever ways you decide to green up your packaging, make sure to include messaging or an icon on your label that reflects your company’s commitment to the environment.
2. Green Social Media Campaigns
Create engaging posts on the social media sites that your customers frequent. Share photos of green events, recycling efforts, and perhaps environmentally focused programs that your team participated in. Authenticity is key here. While social media provides fantastic front-facing opportunities to show your business’s commitment to sustainability and the environment, make sure that you don’t “greenwash” your brand by overemphasizing or providing inaccurate claims of your sustainable business practices and activities. And of course include green branding on your website and blog articles where appropriate.
3. Green Partnerships
These alliances might include teaming up with charities that share your business’s commitment to the environment or creating cross promotions with strategic partners. A wonderful example of this comes from Adidas. In 2015, the shoe and apparel giant teamed up with Parley for the Oceans, a non-profit environmental organization, to create a line of sneakers and sportswear using recycled ocean plastics. This collaboration received a great deal of attention and publicity –the partnership was even announced at a meeting of the United Nations. And the green marketing didn’t stop there. An article on the Adidas website titled “How We Turn Plastic Bottles Into Shoes: Our Partnership With Parley for the Oceans” explains the collaboration and expresses the values behind it. Adidas continues to sell their Parley line of clothing to this day.
While most businesses probably lack the ability to strike such substantial partnerships, there are plenty of opportunities to align with suppliers and other organizations who share your business’s environmental values. So get creative and collaborative. Reach out to companies that you admire and do a little green brainstorming.