Green Marketing: The New Eco-Friendly Business Strategy
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After a rapid growth since the 1960s, marketing took a turn in the 2000s with the development of digital technology and the rise of the “digital natives” generation. It then became more participatory and more social: consumers were as interested in the values and image of the company as in the products it offered.
Concretely, an organization engages in green marketing when it implements a development and communication strategy that is in line with its ecological and environmental values. If you have any doubts, don't worry. we explain everything to you.
First things first: Marketing in a nutshell
This is an essential tool for any business looking to grow. It involves analyzing your different consumers, with the aim of adapting your offering as needed to develop your growth. There are many ways to guide its commercial strategy But the key element lies in communication. Indeed, the quality of your communication through social networks, the press or oral speech directly impacts sales and the image that your customers have of your company.
Green marketing therefore consists of an organization communicating about its actions and products in order to support its environmental commitment. For a company, green marketing works to reduce the harmful impact of its products on the environment.
Be careful, green marketing is not greenwashing! It's a great thing to want to present a responsible image of your company or brand, but the values it conveys must be based on concrete actions.
The real power of green marketing
Every action counts when it comes to preserving our planet. That's why, through more responsible advertising campaigns, companies are informing their consumers about the issues and the solutions that exist. A good advertising campaign has a powerful influence on its audience.
You will thus stand out from other companies thanks to a more responsible and empowering communication. Small bonus (it's always nice): you will be acting indirectly within your own company because yes, your employees are the first to observe the image of your company.
Have we convinced you? Want to get started? That's great, because we'll also explain how to green your marketing.
Steps to a successful green marketing strategy:
- “Passive”: this means only complying with the imposed environmental regulations, and that’s already not bad.
- “Selective”: to go further, the company itself takes environmental measures!
- The “internal”: even better, thanks to eco-responsible actions, the company brings an eco-responsible impulse to its development and the production of its products.
- “Innovative”: the must! The company invests in research and sets new environmental standards.
Depending on human and financial resources, everyone can take action to adopt a green marketing policy. And if you think the money isn't worth it, remember: it's doubly beneficial since customers are looking for eco-responsible solutions, and the planet needs eco-responsible solutions!
Green marketing or greenwashing?
The greenwashing (or greenwashing) is a marketing technique that aims to create a misleading ecological image. This is why a company must adhere to certain principles to avoid falling into greenwashing. First of all, the product it offers must be environmentally friendly, as must its production and transportation policies. Furthermore, the logical element of a communication campaign is often overlooked: communication! It's all in the name; green marketing must involve an eco-responsible campaign.
For consumers, the line between these two concepts is thin, given the sophistication of some companies' deceptive campaigns. Being authentic and confident in your product will help you stand out from the crowd. Don't hesitate to consult your community to find out what they expect.
Choose J.E.
Green marketing isn't mandatory, but it's increasingly appreciated by consumers. And respect for the environment is an aspect that our Junior Enterprises are increasingly emphasizing.
With our diversity of skills, you will find what you are looking for in the Junior-Entreprises solution:
- Launch responsible communication campaigns
- Developing more sustainable products
- Calculate your carbon footprint
- Rethink your supply chain
- Building your image
- Reduce your digital footprint
