There have been changes in the minds of final consumers of products. When a customer goes shopping, there are many thoughts crossing their mind. The first ones are usually associated to costs or to the availability of other specials. More recently, and thanks to aggressive green campaigns, a customer is now asking themselves if a product is environmentally friendly, organic, and if it is really worth the extra cost.
Therefore, green marketing, also known as environmental marketing or eco-marketing, is something that cannot be overlooked. The following are some reasons why Environment firms need to take hand of green marketing to guarantee success.
Consumers favor green products
Either it is favorable or not, the media has gone above and beyond to build conscience in the public of how irrationally we are wasting products and polluting resources. This has really dug into the consciousness of people who now favor those products that are green.
There is a deep sense of morality that enables us to do what is right. So, basically, people want to feel good about themselves. Caring for the environment is one way to indulge this sentiment. Therefore, they will always tend to favor those products that are green.
A green marketing approach taps into the ecological responsibility of a company. They provide people a great opportunity to invest in products that do not have a significant impact on the environment.
Research and data back it up
According to the National Marketing Institute, there is an estimate 80 percent of the population that favors green products. Polls reveal that people are willing to pay more for a product if they know its manufacturing had little to no impact on the environment. Interestingly, though, green products only represent around 3% of total market shares. What this tells us is that customers also value other aspects such as convenience, quality, and cost.
It is obvious that those who are the least influenced by green marketing are those that are highly price-sensitive. So marketing becomes a challenge in a slow economy where the consumer has no other option that to favor economy over ecology.
It requires a broader commitment that customers appreciate
Still, there are people who are skeptical about the green approach of certain companies. Success does not rest on the ability to convince people that a company is green just by highlighting a particular aspect. There needs to be a broader commitment to the environment.
Customers are able to distinguish between an honest green campaign from one who is trying to “greenwash” their minds. After all, all companies seek profit. Skepticism arises when this marketing approach places a company in a position of trying to make their products appear green when they do not really care about it. For instance, a hotel that asks you to use only a little bit of soap can be seen as trying to use a green approach to actually save on bathroom expenses.
Use holistic practices
It is clear now that an eco-friendly marketing campaign must have a holistic view. It is also clear that it requires good planning and effective execution. Get the best marketing support that will guarantee success in this particular approach.