Green marketing means to sell products or services by emphasizing on the environmental benefits. Green marketing is also called Eco-marketing or environmental marketing. Consumers usually refer to these brands as organic, Eco-friendly, recyclable and sustainable.
Green marketing and its objectives
Green marketing is used by brands to portray their change in stance, from their revenue-driven practices to environmentally aware. They conduct their business processes in such a way that have the least impact on the environment. Green marketing is spread throughout every part of the business. It deals in directing a marketing strategy towards an objective- generating profit through the method of sustainable development.
If a company follows the tradition of green marketing religiously then they have to make certain decisions, regarding production, distribution and partnership. Brands create an eco-friendly atmosphere by creating recyclable products, utilizing green energy for production, to reduce waste and design products from recyclable products. The brands, which have green marketing as their objective, tend to participate in recycling program and become more considerate towards waste disposal, donate to various green movements and educate the customers about the environment.
Goals of green marketing:
- To implement sustainable business practices
- To act in a socially responsible manner
- To reduce the expenses of production, i.e. packaging, transportation, water, energy.
- A demonstration about the safety of products.
Many companies are inclined towards adopting green marketing in their objectives, however there are some leading companies in green marketing.
Ben and Jerry’s
It is one of the initial brands to adopt green values in their mission statement. Unilever is its parent company. Ben and Jerry’s is an ice cream brand, and they claim their product to be made by natural ingredients. They have reduced their greenhouse emissions in the last fifteen years. They strive for producing eco-friendly products and incorporate recyclable or biodegradable packaging.
Starbucks is adopting more green marketing objectives in their policy and guidelines. They have also decided to eliminate plastic straws by 2020. They have even planned to open 10,000 environmentally friendly stores by 2025. They also use green materials in their production and packaging. They have also begun a “Green Store” initiative; through which they plan to use 30% less water and 25% less power during the process of production.
IKEA is known to be a front runner when it comes to adopting green marketing in their values and objectives. Majority of their building have solar panels and they use wind farms to produce electricity. Their green objective isn’t just reduced to their production sector; they have even created a strategy known as People & Planet Positive. This initiative is used to encourage consumers to be environmentally conscious. The brand is also recognized by the Impact Company for showing consideration and respect towards human and economic rights. The award also acknowledges the company’s contribution on the welfare of the environment. The company manufactures products through an Eco-friendly method. IKEA plans to develop more strategies for the betterment of the environment. They are working towards creating 100 percent renewable energy.