People are more concerned than ever before about safeguarding the earth and environmental health. As a result, incorporating eco-friendly practices into your business structure is a popular and sustainable trend. Consumer mindsets are changing as much as companies. According to current research, 26% of European consumers buy solely “eco-friendly goods,” and for more than half of this figure, these decisions are made on a regular basis.

With evidence pointing to these types of developments, the business world will need to adjust in order to fulfill consumer desires. In light of this, we’ve compiled a list of marketing strategies for eco-friendly businesses to help you obtain the customer recognition you deserve.

Give It All or Do Not Give at All

When becoming eco-friendly there are no half measures, it is important to really fully dive in. It isn’t good for your brand if you have half of your business focused on helping the environment while other aspects cause it harm. Of course, no one is perfect, and working towards becoming eco-friendly counts for something.

If you are still in the progress of reaching your goals, communicate this effectively to avoid greenwashing. If you want people to believe in your green aspirations and buy your products – stay true to your ideas. To prevent any brand confusion from happening make sure that you fully understand and accept all of the pros and cons of ‘going green’ in your business.

Let Yourself Be an Example

You, as a company owner, can set an example for your employees and clients. Clearly outline the things that you stand for and stick to those ideas. Make sure that you are not only talking about eco-friendliness but also back these ideas up with your actions. 

Use Sustainable Products

A great way to promote your business in the most eco-friendly way is to start producing and or promoting sustainable products. It could be shopping bags, notepads or even pens. Just put your logo on those and give them out to your employees. This way you will promote eco-friendly ideas within your company as well, making your employees more conscious about the way they treat the environment. 

“When I first came to the company I received this little gift of a recyclable pen and notepad. It was a nice little touch and showed me that the company is serious about its ideals”  – says Ben Grant a marketing manager from Links Management. 

Recycle 

Recycling is a big part of any eco-friendly marketing strategy. It is also one of the easiest ways to implement if you are just starting out with ‘green’ marketing. It is super easy to set up a few bins in your office for employees to sort their waste by plastic, paper and glass. This little action will educate your employees about the importance of being environmentally conscious and empower them to feel like they are making a difference. 

Educate Your Staff

It is important to not only show it to the world that you are now an eco-friendly business but also to promote this idea amongst your employees. Make sure that they are aware of where your production materials are coming from and who your suppliers are. The more transparent you are with your team – the better. Communicate as much as possible about your new strategy, and encourage their questions and ideas for initiatives. Think of incorporating some types of bonuses to reward sorting out trash or using eco-friendly products. 

Invest in Digital Marketing

Nothing will ruin your green reputation more than using billboards and tons of paper for your business promotion. Luckily, there are plenty of options out there for companies that have decided to choose a more eco-friendly and tech-friendly way of conducting business. One of the biggest perks of digital marketing is the opportunity to reduce your expenses and get more freedom with your visuals not to mention opening up to target markets that would otherwise be less accessible. 

Show your Support to Environmental Organizations

Eco-friendliness should not stop with self-promotion. You can also use your business as a channel to express your ideas, participate in environmental actions, collaborate with environmental organizations and advertise these collaborations. Better yet, why not support a local organization? Successful participation in environmentally-focused events will help you build your brand’s visibility and establish your image of an eco-friendly company. Such an approach will be beneficial for all parties involved as well as the planet. 

Make your Logo Green

Your brand’s visuals are just as important as other aspects of your marketing strategy. Try using some green colors in your logo, this way potential customers will immediately associate your brand with eco-friendliness. Investing in your logo’s rebranding will eventually make you more recognizable and will increase your profits. 

Use Recycled Paper

We previously discussed the importance of choosing the digital approach in marketing, however, sometimes a situation requires a more traditional way of promotion. We are talking about paper flyers, business cards, and such. In this case, it would be best to try to use recycled paper. Usually, printing vendors offer an opportunity for their clients to pick the type of printing paper – using ordinary paper or recycled one. This is a very small move in terms of finances, however, it will add a lot to the image of ‘green’ business. 

Create your Own Campaigns

Due to the rise in the use of technology and innovation, it is now possible for anyone to take part in environmental conservation without even leaving their home. Various crowdfunding platforms are a great way for business owners to help nature while promoting themselves. You can also partner up with another eco-friendly company to double the donations. 

How do you Promote Green Marketing?

We are more worried about environmental issues than ever before. Air pollution, trash in the oceans, global warming, and food waste are all important threats that make us concerned and want to do better for the earth. Despite their increased cost, millions of people have begun to purchase socially responsible items in support of environmental health.

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Companies are responding to the trend by implementing a marketing strategy that engages such consumers by addressing their social responsibility and, as a result, influencing their purchase decisions. There are other marketing strategies, but this one is known as green marketing.

In plain English, green marketing refers to selling products or services by highlighting their environmental benefits. Some call it eco-marketing or environmental marketing, and consumers recognize such brands by terms like “organic,” “eco-friendly,” “recyclable,” or “sustainable”.

The concept of green marketing appeared as the after-effect of humans’ negative impact on our planet. Brands illustrate how they change their missions and practices from revenue-driven to environmentally aware by business processes that have the least impact on the environment as possible. 

• Implementing sustainable business practices
• Demonstrating social responsibility
• Reducing expenses (packaging, transportation, energy/water usage, etc.)
• Demonstrating how safe and mindful products or services are

In the tradition of green marketing, brands launch eco-friendly products or create the corresponding environment around them by using eco-friendly packaging or refuse from it, make products recyclable and reusable, use green energy for product production, design products from recycled materials to reduce waste, choose local selling to reduce transportation energy, and more.

As a part of green marketing, brands also often participate in recycling programs, become more scrupulous about waste disposal practices, donate to different green movements, and don’t forget to educate their customers about what they do to protect the environment and why it matters. 

The examples below are socially responsible, taking into account the long-term environmental effects of their commercial practices. They have established green marketing efforts to highlight key values that are sustainable. They outperform traditional marketing methods by educating people about conscientious consumption. This is how.

Patagonia

Patagonia contributes to climate change issues and works on discovering sustainable ways to produce products. At the same time, the brand’s honest with customers, admitting it’s not entirely green: The shell of coats are made of fossil fuels. But this fact doesn’t influence the positive image of the brand, as the community sees its sincere passion for helping the planet.

Patagonia’s green marketing strategy and involvement in the Go Green movement is stated in the company’s mission. Also, it regularly donates millions to initiatives supporting sustainable agriculture practices, protecting endangered species, and restoring forests.

Starbucks 

Starbucks has been certified by LEED since 2005, but it has move beyond that by planning to eliminate all plastic straws by 2020 and open 10,000 environmentally friendly stores by 2025.

Starbucks tries hard to engage its community in sustainable issues. It uses green materials for producing, packaging, and delivering its product to customers. As part of its Green Store initiative, the brand also plans to reduce waste and use 30 percent less water and 25 percent less power during production processes.

The brand designs disposable coffee cups, is involved in recycling and green building, supports farmers and the environmentally sustainable community, and has been hard at work on communicating this message to its target audience.

Timberland

World-known clothing manufacturer and retailer Timberland uses sustainable stories to introduce its products. As active LOHAS supporters, its clients wouldn’t choose the brand if there was no green element in it.  

“We’ve done a lot of consumer research, and we know that if we put two products side-by-side – one from our brand and one from a competitor’s – and if they’re comparable in price and quality, the majority of the time, a customer will choose our product if it’s made with some sort of ‘green’ element,” said Margaret Morey-Reuner, director of Timberland’s strategic partnerships and business development.

To develop and implement the corresponding green marketing strategy, the company continues to expand partnerships and test materials for its products. It has established environmental standards (TEPS) across all product categories and 100 percent organic and renewable material in the near future.

IKEA 

This brand uses many tactics and sources to manage waste and renew energy. Ninety percent of its buildings have solar panels, it uses wind farms to generate energy, and it has planted millions of trees, while sending only 15 percent of waste to landfills.

Ikea has developed a strategy known as People & Planet Positive, encouraging consumers to be environmentally conscious. It manufactures products through eco-friendly practices, which relieves us from the necessity to choose between stylish design and sustainability.

The brand holds many rewards for its green efforts. It’s recognized by the Impact Company for showing respect for human and economic rights, as well as its contribution to the environment through regenerative efforts. And Ikea isn’t going to stop there, it is currently working toward 100 percent renewable energy and spending a fortune on its green initiatives.

The Body Shop

This brand is known for its effective green positioning. The Body Shop is approved by Leaping Bunny, the gold standard for non-animal tested products. It also supports farmers, defends human rights, initiates health treatments and training events for employees, identifies its values as to protect the planet, and – what’s more important – actually lives up to those values.

The Body Shop is known for promoting awareness of domestic violence and AIDS, and it doesn’t use demeaning-to-women images in ads. The brand’s goal is to develop a new sustainable package for its products, use 10 percent less and 100 percent renewable energy in stores, green buildings, and more.

Other noteworthy green marketing campaigns:

• Coca-Cola with its PlantBottle campaign, aims at empowering female entrepreneurs, encouraging a healthy lifestyle, and helping to conserve water worldwide.
• PepsiCo with its campaigns on reducing water and energy usage across all business operations. 
• Tom’s of Maine, with its #GREENSCHOOLFUND campaign, teaches students how to contribute to a cleaner environment.
• Hershey, with its environmentally-friendly practices, aims at reducing greenhouse gases by 50 percent by 2025.
• Seventh Generation, with #ComeClean and #GenerationGood campaigns, encourages manufacturers to green all production processes.

For those willing to join green marketing and show love for our planet, focus on brand content to let the world know about your endeavors. The most effective platforms are your website, blog, and social media pages.

Promote your eco-friendly marketing to environmentally aware consumers, build an emotional connection with them, and make green efforts a part of your brand’s story. Show the audience what’s in your business beyond money-making and marketing.