A solid marketing strategy can bring huge benefits to businesses, regardless of size or industry. These include higher engagement, stronger brand reputation, and a larger customer base, which can translate to higher revenue. This is why companies are devoting an increasing share of their budget to marketing activities. The problem is that “marketing” is a broad term. And since marketing is often tied to people's needs and expectations, the techniques needed to make it work evolve over time. Today, we see sustainability becoming a major concern for consumers around the world. According to a 2019 survey, nearly 90% of consumers surveyed said it was very important for businesses to actively protect the environment.
Green marketing emerged in response to these concerns. In this article, we'll look at how you can align your marketing strategy to make it greener. A brief introduction to green marketing Green marketing is a set of product development and advertising techniques designed to employee data have minimal impact on the environment. To better understand the concept, we can compare it to traditional marketing. For example, print marketing campaigns use large amounts of paper, generate waste, and require fuels to distribute materials. In contrast, a fully digital campaign is paperless and distribution can be done with the click of a mouse.
Green marketing also extends to the supply and distribution chain and the practical implementation of corporate social responsibility.1. Transparency by default Photo by Polina Tankilevich from Pixels Value-conscious customers expect a wide range of additional data about the products they purchase. Transparency is one of the cornerstones of green marketing, so always make an effort to provide the following information about your products:– Their origin– A complete list of raw materials and ingredients– A description of the product's impact on the environment throughout its life cycle.