Green marketing, also known as sustainable marketing or ecological marketing, involves highlighting a company’s ecological positioning to promote certain products.
In this way, the organic and environmentally friendly aspect of a product becomes a genuine communication and sales argument. Green marketing is thus widely used to enhance a brand’s image.
Green marketing consists of various forms of action, such as the following:
- an environmental promise (by supporting an environmental association or foundation, for example);
- highlighting a production technique that is more respectful of the environment and focused on sustainability;
- a green advertising campaign (for example, a tree planted for every purchase in the store); or
- the ecological characteristics of a product (for example, whether it is made from recyclable raw materials or is a fair-trade item).
Born in the late 1980s, green marketing emerged in the wake of the first green marketing conference in the United States.
Once considered opportunistic and political, it is now supported and embraced by many consumers.
Citizens have become more sensitive to environmental issues. This new sense of responsibility is reflected in purchasing behavior.
Many brands are following this trend, but some are still going too far, wavering between truth and falsehood, amplifying consumers’ distrust of false promises. This marketing tactic is often referred to as greenwashing.
When properly supervised and practiced, though, green marketing brings double benefits.
To highlight this ecological aspect, numerous labels exist. However, not every label is a guarantee of quality. It’s important to distinguish between official quality labels and other labels.
Because organic and sustainable products are particularly fashionable, they represent a significant opportunity. Many consumers are willing to pay a premium for them.
So, if your products are part of this eco-responsible trend, don’t hesitate to put this argument forward. Green marketing can be a fantastic sales lever for your business!
