Eco marketing - create a green campaign!
Environmental protection is certainly a fashionable and important topic. A lot of initiatives have been created and are still being created to protect the environment on our planet. Marketers also took up the public interest in environmental protection issues. The result is eco marketing. Is it possible to conduct an effective campaign while promoting pro-ecological attitudes?
Eco marketing - what is it?
Eco marketing, also known as green marketing, is a type of marketing activity which at the same time promotes attitudes and behaviors that take into account the protection of the natural environment. Eco marketing can take many different forms and relate to both pro-ecological activities on the part of customers and the producer.
The emergence of green marketing is related to the increase in social awareness of environmental protection. Involvement in pro-ecological activities concerns ever wider circles of society, especially in developed countries. Companies must also take it into account - interest in environmental problems has a positive effect on building the brand image.
Is the awareness of environmental protection the same everywhere?
The variety of forms that can be used in activities undertaken by eco marketing is huge. Before you decide to introduce "green" practices in your marketing efforts, however, make sure how they can be adopted in your community. The fact that there is a general global ecological trend does not mean that the same attitude towards environmental protection exists everywhere and in all social groups. Your clients can be both enthusiastic about environmental activities and be skeptical or even negative towards them.
The way you profile your activities depends on the attitude of your clients. In the case of environmental protection enthusiasts, emphasize the ecological dimension of your activities, inform about the actions taken to prevent environmental degradation, etc. In the case of skeptics - try to encourage them to joint activities, to join certain initiatives. Also show them the measurable benefits for the environment (and therefore also for their close environment) that come from your pro-ecological activities.
What forms can eco marketing take?
Eco marketing activities can take very different forms, both related to a specific product, its packaging, as well as the method of production, distribution method, promotion of pro-ecological activities, etc. However, it should be remembered that eco marketing does not suit every industry and every type of activity - give up green marketing, if it was extremely forced and in fact brings little benefit to both the environment and you. Under no circumstances should you lie to reality in eco-marketing activities - many facts about environmental protection and pro-ecological attitudes are easy to verify.
Product and eco marketing
Let's start with the product and its packaging - think about how your product is made.
Take a look at the raw materials, their origin, and the method of obtaining them. An example is Tchibo - on their website we read: “The independent environmental organization Rainforest Alliance actively collaborates with Tchibo on ecological and socially acceptable methods of coffee cultivation. (...) Certified coffee cultivation means that the coffee plantations use sustainable cultivation methods, which is controlled… ”.
Now consider whether your product decomposes easily and does not emit excessive amounts of harmful substances in the process? Is it easy to dispose of without harming the environment? Can it be recycled? An effective campaign was launched at one time by many stationary stores selling electronics and household appliances - they offered discounts for the purchase of new equipment after delivering broken, damaged equipment, which, as electrical waste, cannot be simply thrown into the trash. It is also worth taking a look at the Eco Marketing Solutions store, which offers various types of ecological gadgets - pens, mugs, notebooks, etc.
The same is the case with product packaging. Here, many companies have set themselves the goal of creating easily biodegradable packaging, made of natural materials, the production of which does not significantly damage the natural environment. At the same time, campaigns are conducted to encourage customers to segregate waste. Coca-Cola carries out a loud campaign calling for segregation, which at the same time tries to present ecologically produced packaging. In mid-2015, during an expo in Milan, the company unveiled the world's first bottle made only of plant materials.
Methods of production and distribution
Pay attention to whether the production process does not violate ecological standards. Can you somehow improve it by making the process greener? For example, Stihl - a producer of a well-known brand of chainsaws and saws, emphasizes that water and electricity are effectively used in the production of its equipment. In addition, he boasts of the ecological solutions introduced in his factories, incl. use of green energy.
The distribution process is still too little of a topic in eco marketing. It is worth looking at how you can reduce the emissions of harmful substances related to the use of cars or other means of transport. Electric cars or cars using alternative energy sources have still not gained much popularity and the costs of their operation for the industry are too high.
Participation in social campaigns and promotion of pro-ecological attitudes
Companies often decide to provide material and image support for many initiatives related to environmental protection or sustainable development. There are also actions supporting the activities of the "third sector" in the field of environmental protection. Companies also come up with their own ideas for social campaigns, becoming their initiators.An example is the campaign of Żywiec Zdrój "On the side of nature", which has been going on for several years. The main action is to plant a million trees in each of the editions of "On Nature's Side", but the brand also conducts a continuous educational campaign on pro-ecological attitudes. Similar actions are supported by, among others Yves Rocher.
Also pay attention to promoting sustainable consumption and use of natural goods. Showcase your pro-ecological activities in the advertising and marketing campaign by citing facts, figures and achievements. In Poland, eco marketing is still not developing very dynamically, although its great future was announced a few years ago. Perhaps this is due to the conviction that such activities are of low effectiveness due to the stereotypical vision of the Polish client as skeptical about activities related to environmental protection.