Green marketing promotes environmentally safe goods and services made from natural or recycled materials with little negative impact on the planet. It aims to connect with environmentally conscious consumers and may use online or print media. Advertisements must be honest and adhere to jurisdiction standards.
Also known as environmental or ecological marketing, green marketing is the promotion of various types of goods and services that are considered to be environmentally safe. These products are typically designed with natural or recycled materials and are said to have little or no negative impact on the planet’s ecology. Many products that meet these criteria are biodegradable, meaning they actually help replenish the planet rather than creating an additional burden on nature.
The idea behind green marketing is to find ways to connect with consumers who want to live as environmentally friendly a lifestyle as possible. This involves identifying the appropriate means to reach these consumers. For example, a green marketing campaign might involve using online advertising, as this approach does not require the use of paper products to create print advertisements in newspapers or magazines. In case print media is used for advertising, the green marketing campaign may choose to place advertisements only in print publications that make use of recycled paper.
As with any marketing strategy, green marketing will try to convince consumers that the products featured in advertisements are really green. This often involves pointing out the lack of chemicals or the use of synthetic materials in the products. At other times, advertisements may draw attention to the use of recycled materials in the manufacture of these products. With services, the approach is usually that using a particular service makes it possible to achieve the same ends without leaving a footprint on the environment.
For example, a teleconferencing department might market itself as a green product through a green marketing campaign. This is done by emphasizing that by using teleconferencing to hold virtual meetings, there is no need for participants to spend time and resources traveling to a common location. By holding the meetings via teleconference, each participant uses less gasoline, which reduces the demand for petroleum products and results in fewer emissions into the atmosphere.
Green marketing, like any other form of marketing or advertising, must adhere to standards set by the jurisdiction in which the advertisements are served. This means that the content of any advertisement produced by the marketing campaign must be honest in its claims for the features of goods and services. If the marketer presents information about featured products as factual when that information is in fact evidence or anecdotal opinion, the agency that prepared the marketing campaign is likely to be fined. There is also the possibility that the manufacturer of the product or products involved in the campaign may also be subject to fines, as well as facing lawsuits and other punitive measures.
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