Posted by: greencrusader
January 2, 2012
In a world of growing environmental awareness, you will have noticed that businesses use the green angle to market their product and service in an effort to demonstrate their commitment to protecting the environment.
Consumption of eco-friendly products will drive the eco-race for suppliers to get their eco-comparable products to the market first. Statistically, 90 percent of consumers will buy green products when offered green choices of equal quality and price while 87 percent of consumers will buy from companies committed to environmentally friendly practices. This makes the ‘eco-angle’ a star for marketers.
This so called “green orientation” of consumers has driven companies to position themselves as environmentally responsible. The targeting of these environmentally conscious consumers has given rise to the concept of “green marketing” – sometimes falsely represented.
Some businesses pitch as green but fail to implement any sustainability plan, green program, or plan of action. Some businesses falsely mislead the public into believing that they are environmentally conscious, that is, they “greenwash” consumers. More and more companies are moving beyond just actions and have begun to look at ‘greenpacts’, which are the impacts of their actions. They realize that if they simply focus on individual actions, without taking into account the combined impact of those actions, they could inadvertently or purposefully greenwash consumers through marketing ploys.
Many businesses see going green as a social responsibility. Reasons to go green include: improved sales and profits; access to a green conscious customer base; credible green reputation; improved and sustainable corporate green culture.
Any business, no matter how big or small can implement a customized sustainability plan that will lead to honest effective green marketing.