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Green marketing promotes environmentally safe goods and services, often made from natural or recycled materials, with little to no negative impact on the planet. It aims to connect with consumers who want to live an environmentally responsible lifestyle and may use online or print media. Advertisements must comply with jurisdiction standards and be honest in their claims.
Also known as environmental or green marketing, green marketing is the promotion of various types of goods and services that are considered safe for the environment. These products are normally designed using natural or recycled materials and are said to have little or no negative impact on the planet’s ecology. Many goods that meet these criteria are biodegradable, meaning they actually help replenish the planet rather than creating an extra burden on nature.
The idea behind green marketing is to find ways to connect consumers who want to live the most environmentally responsible lifestyle possible. This involves identifying the appropriate means of reaching these consumers. For example, a green marketing campaign may involve the use of online advertising, as this approach does not require the use of paper products to create paper ads in newspapers or magazines. In the event that print media is used for advertising, the green marketing campaign may choose to place ads only in print publications that use recycled paper.
As with any marketing strategy, green marketing will attempt to convince consumers that the products featured in the ads are actually environmentally friendly. This often involves emphasizing the lack of chemicals or the use of synthetic materials in the products. Other times, advertisements may call attention to the use of recycled materials in the making of those products. With services, the approach is often that using a particular service helps achieve the same ends without leaving a footprint on the environment.
For example, a conference call office can market itself as a green product through a green marketing campaign. This is accomplished by emphasizing that by using teleconferencing to hold virtual meetings, participants need not spend time and resources traveling to a common location. By holding meetings using a conference call, each attendee uses less gasoline, which in turn reduces the demand for petroleum products and causes fewer emissions into the atmosphere.
Green marketing, like any other form of marketing or advertising, must comply with the standards set by the jurisdiction where the ads are made available. This means that the content of any advertisement produced by the marketing campaign must be honest in its claims regarding the characteristics of goods and services. Should the marketer present information about the featured products as factual, when that information is actually anecdotal evidence or opinion, it is likely that the agency that prepared the marketing campaign will be fined. There is also the possibility that the manufacturer of the product or products involved in the campaign is also subject to fines, as well as lawsuits and other punitive measures.
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