Index hide1 73 percent of people are willing to change their consumption habits to reduce the impact on the environment, according to a Nielsen study.3 Six out of 10 European consumers believe that sustainability is the responsibility of companies, according to the Kantar Foundational Sustainability Study.
73 percent of people are willing to change their consumption habits to reduce the impact on the environment, according to a Nielsen study.
Environmental problems force brands to think about actions to develop products eco friendly.
Six out of 10 European consumers believe that sustainability is the responsibility of companies, according to the Kantar Foundational Sustainability Study.
The consequences of climate change in recent years have allowed brands to think more about the consequences and develop sustainable alternatives. In this sense, the brands seek that their target be able to choose products eco friendly for them to consume responsibly, which is why they use strategies of GreenMarketing.
What is the Green Marketing?
The GreenMarketing is the process where brands create and promote ecological and sustainable products, with the intention of minimizing negative effects on the environment, bThey want their products to have a lower impact on the environment, taking care of the needs of their potential customers at all times. This allows brands to have a competitive advantage among consumers who might choose them because they match their ideals.
Its origin dates back to the early 90s, just when there was a boom in the social conscience for caring for the environment. Later, with the appearance of the documentary “An Inconvenient Truth” (2006), by Al Gore, which focuses on the environmental problems of the time and the change in thinking of society, this It allowed brands to adapt to consumer changes.
In a global survey conducted by Nielsen, 81 percent of those surveyed commented that it is very important that companies have programs to improve the environment; por other side, 73 percent of people said they would be willing to change their spending habits in order to reduce its impact on the environment.
Another important aspect is sustainability, which works from the triple base approach: people, planet and profit. Sustainability is a vision of the future that gives direction and focuses attention on certain values and ethical principles .
A study carried out by Kantar, carried out in 35 countries and with more than 35,000 consumers, shows that sustainability is very present in the consumer and will promote the regulations of the institutions and the initiatives of the brands. It was also found that 6 out of 10 European consumers believe that sustainability is the responsibility of companies.
Objectives of the Marketing Green
This strategy of marketing with four objectives:
- The products and their packaging sustainable, this means that recycled materials are used and, in some cases, they are reusable.
- The protection and care of the environment is present in the processes of elaboration and distribution of the products.
- They convey the need for their actions to respect the environment.
- They show their social responsibility.
- They create new product opportunities against the needs of the environment.
It should be noted that the GreenMarketing it is not a fashion, you should prefer as a need to guarantee the well-being of humanity, that is why brands create friendly products for humanity and the environment.
Does Green Marketing have advantages?
It is necessary for brands and consumers to know the advantages provided by the advantages of Green Marketing:
- Help to reduce costsit is possible by recycling and reuse, in addition to creating policies that allow the use of resources.
- Increased income allows you to take advantage of the market niche where the consumer is more committed and willing to pay more for their products.
- It allows reach new audiences Y renew the brand imagewhere you can see their identity, values and whether they match current customer demands.
- Get retain consumers to improve the relationship and commitment between both parties with the environment.
Products that apply this strategy
Some examples of brands that use this strategy:
- nutria : They have changed their plastic cups for biodegradable cardboard ones.
- Ikea : its packaging it is ecological and the wood they use in their furniture is sustainable.
- H&M : promotes the recycling of clothes with its customers where it invites them to take the clothes they no longer use to the stores.
- Starbucks: they use materials eco friendly throughout the distribution and sales process. I created a campaign to give away coffee if the customer brought their reusable glass.
the green Marketing It allows you to create relationships with consumers who share the same ideology and transmits the message of its importance to the brand and the concern for future generations. The fact that brands apply Green Marketing allows us to see their commitment to the environment and the actions they are willing to take to make a change in it.
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