Green marketing is a strategy that promotes commodities or services that puts sustainability and eco-friendliness at the forefront. This strategy is suitable for businesses whose niche market audiences pay great attention to the impact of their consumption to the environment. So, what are the steps to start working on green marketing?
This article will elaborate on the activities that you can do to shift to eco-friendly business. However, before we begin, please note that your commitment plays a big role more than anything else, from your product to business operations.
It’s true that more people become aware of environmental preservation but don’t milk it solely for profit. If you do so, your business will be accused of greenwashing and your reputation is at stake.
So, here’s what you can do.
Choose the right product
Before you advertise a product as eco-friendly, you should make sure that your product is worthy to be sold. The goods or services should have the quality and functionality as you claim, aside from its impact on the environment.
If you only market the value or vision of the product and your company, with no concern for its quality, there is no guarantee that the people will use it.
Make sure that green marketing is suitable for your business
Marketing a product as eco-friendly should go along with how the public perceives your company.
If you sell may products that are not eco-friendly and your business operations are very conventional, people will start questioning your commitment when you release a “green” product.
You should show your dedication to ensure your business is unpolluting so that people’s trust will grow naturally.
To begin with, you can automate your end-to-end business operations with Smart Business Software. Adapting to technology will significantly decrease the use of paper. An effective way to be environmentally-safe!
Green marketing begins within your organization. Before you convince any customer, you should prove your commitment to your employees, suppliers, and local communities.
Be transparent to them regarding where the materials, sources, and means of production that you use come from. Don’t conceal any fact if there is any activity that is not green. Always be frank to them and make sure that you are looking for eco-friendly alternatives.
After you convince your nearest circle, sound it to your target market. Provide them the same transparency through social media or dedicated customer-service.
Donate to environmental NGOs
Green marketing is always about you. In fact, most of the time, you’re going to be involved in communities and organizations that share the same vision. One of the green marketing approaches is donating to non-profit organizations. It’s a way to make your business known in the niche.
You can join the organizations’ campaign and make sure that you publicize this involvement to the customers.
Learn from the predecessors
Before working on green marketing, it’s recommended for you to do in-depth research about other giant brands that have campaigned environment-safe and sustainability. From that research, you can start arranging your goal and other steps required. The research will help you map how you want to contribute while earning a reasonable profit.
You can see a list of some companies that have done green marketing here.