The emergence of an environmentally conscious consumer base has necessitated a greater focus on the sustainability factor of products. Today, 69% of U.S. consumers say a product’s environmental impact influences purchasing decisions. This has, in turn, led to the rise of a brand new marketing genre called green marketing, which essentially is developing and advertising products through the lens of environmental sustainability. This blog sets out the following green marketing examples to show how such strategies not only ramp up your sales but also help to preserve and protect our world. Read on to know more!
What is Green Marketing? Why is it Important?
Green marketing deals with a company’s advertising strategies to establish a brand as being environmentally friendly. Needless to say, it has also become a popular marketing initiative, given the eco-conscious consumer today. Over the past five years, there has been a 71% rise in online searches for sustainable goods globally. Up to 55% of consumers are ready to invest more in eco-friendly brands. So there’s little doubt that green marketing does indeed sell.
7 Green Marketing Examples That Show How to Get it Right
Here are seven green marketing examples from brands that are winning consumers’ hearts with their unique marketing paradigms:
Johnson & Johnson
Johnson & Johnson has set a legacy of environment-friendly practices with innovative products, recycling initiatives, and strong sustainability pledges. Between 2013 and 2017, the company removed plastic microbeads from its entire portfolio of cosmetic products. It also beat the game in product packaging by controlling plastic usage after Johnson & Johnson became a part of the 2018 New Plastics Economy Global Movement. Regarding marketing efforts, Johnson & Johnson has a website dedicated to DIY recycling projects. All this shows how a collection of intelligent marketing tactics and sustainable practices can culminate into a comprehensive green (pro-environment) impression upon consumers.
Patagonia established itself as a formidable ambassador of environmental concerns, blending profit with purpose through its portal, “The Footprint Chronicles”, highlighting the entire manufacturing process of each product. It was a significant green marketing effort that showcased the brand’s transparency to consumers, enabling them to make more informed buying decisions. Patagonia didn’t just talk about their positive contributions but also the drawbacks of their products. Moreover, the American outdoor clothing retailer is the first company in California to excel as a certified B Corp, a credential given only to those organizations with strong environmental practices.
Starbucks has extensively developed its brand image as an initiator of green marketing. Green marketing examples from this brand span these endeavors:
- The sources of coffee, tea, and paper supply
- Recyclable packaging
- Environment-friendly outlet operations and designs
But alongside these best practices, Starbucks establishes customer loyalty and trust with their personalized experiences on social media that highlight awareness of the company’s sustainable choices, business model, and actions and detailed CSR reports available online. This two-pronged approach becomes a positive cycle of boosting brand confidence while also generating sales.
World Wildlife Fund (WWF)
WWF is one of the top players in the world of environmental conservation. All their initiatives showcase several inspiration-worthy green marketing examples. Moreover, their liaison with international companies allows them to generate funds to keep their legacy of climate intervention practices alive. WWF partner marketing is one of the most efficient ways for other companies to join the bandwagon of nature preservation and curtailing the ills of climate change. This symbiotic relationship that WWF has established through innumerable partnerships has enabled it to become the most highly funded conservation organization globally, with 65% of funding coming from individuals and bequests.
One of the most compelling green marketing examples can be found in IKEA’s business and marketing models. The Swedish multinational conglomerate also backs its ambitious sustainability claims with actual work and offers evidence. For instance, the 2021 IKEA Sustainability Report stated that the company’s total climate footprint decreased by 1.6 million tonnes of CO2 equivalent—that’s over a 5% reduction in five years. In response to the rising concern over animal cruelty, IKEA announced that by 2025, 50% of its food products would be vegan. The systematic following up on the brand’s promises and their dedicated reporting imprints trust in the consumers’ minds.
In 2019, Nike promoted its first environmental awareness campaign, which has become a top green marketing example. The company launched the “Move to Zero” campaign, highlighting seven key steps to promote sustainability, such as reducing carbon emissions, using renewable energy resources, etc. Through it all, the dominant message of the sports gear giant stayed consistent: “Help protect the future of the sport.” Global warming affects athletes’ performance, and Nike’s conclusive sustainability efforts echoed through its customer base when it began incorporating an athletic ethos into the campaign.
Apple joined the global sustainability drive with its eco-friendly iPhone model, the iPhone 14 series. During the launch, a grand marketing campaign highlighted the company’s sustainability efforts by extensively using recycled metals to solder circuit boards and work out the Taptic Engine. This tight and powerful vibration mechanism gives the illusion of a click. Even the gold used in the camera wires and multiple printed circuit boards was 100% recycled, leading to a massive reduction in the carbon footprint of the new models. This green marketing campaign is further substantiated by Apple’s plans to become 100% carbon-neutral by 2030.
Going Green with Marketing? Let Emeritus Help
A Markets and Markets report states the green technology and sustainability market is anticipated to reach $60.7 billion by 2027. Now is the time to tap into your environmental sensitivity and learn how to incorporate it into your business models. The comprehensive sustainability courses offered by Emeritus will be foundational in creating a greener world—or, to put it in Apple’s words, “Designed to leave the world better than we found it.”
By Bishwadeep Mitra
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