Green marketing – is it really eco?

What is green marketing?

Activities related to green marketing include, for example:

• ecological energy sources in the company;
• method of production and distribution of products;
• promotion of pro-ecological actions;
• biodegradable packaging of products;
• sustainable farming;
• ecological and environmentally friendly product compositions.

These actions are later used by the company to build sympathy among consumers, who will more easily accept higher prices of ecological products. Of course, this is not the only reason. Companies strive to promote among consumers a conscious approach to buying products and services that will have a positive impact not only on their health but also on the planet.

Environmental protection is one of the biggest trends in today’s times, which is why it is heavily used for marketing purposes. However, sometimes it does not bring benefits to the company, as superficial eco-friendly actions can only anger conscious customers. Consumers strive to be more aware, and being eco-friendly is simply fashionable. How far can you go with using green marketing, without actually being eco-friendly?

Being eco or consumer manipulation?

Green marketing promotes pro-ecological behaviors. However, it is not enough to just talk about environmental protection or participate in social actions. Often, it turns out that a company that loudly emphasizes the importance of our planet and its protection actually has very little to do with being eco-friendly.

Although in Poland consumers do not yet have a strong ecological awareness, they are exposed to so-called “greenwashing”. Greenwashing refers to seemingly ecological actions that have no basis in environmental protection. An unaware consumer may fall for it!

Transparency in it’s actions is also very important. If a company openly admits that it is not eco-friendly, but tries to compensate for it, we can call these actions green marketing. Clothing brands often loudly declare that they use materials that are not eco-friendly, but at the same time financially support pro-ecological movements to balance their impact on the planet. Is this an ideal solution? Probably not, but it is better than nothing.

Examples of greenwashing can include:

• deliberately misleading consumers by claiming that a product is eco-friendly because it does not contain certain substances, when in reality, those substances have been banned;
• forcefully emphasizing the ecological aspect of a product that may be completely biodegradable in itself, but its production leaves a significant ecological footprint.

What is true green marketing based on?

To distinguish green marketing from regular marketing, it is worth comparing their goals. Regular marketing aims to increase sales in a given moment, while green marketing assumes a long-term effect based on complex actions, including changes in the company and it’s activities.

For a company that truly cares about the environment, financial profits are a side effect of pro-environmental actions, not their main goal. Increasingly, small, one-person businesses are becoming eco-friendly precisely because of their awareness as consumers. Profits from green marketing are secondary for them.

A great example of a company that implements environmentally friendly actions on many different levels is IKEA. The People & Planet Positive strategy is based on striving for energy independence, preventing food waste, and promoting recycling. IKEA encourages planting vegetables and fruits on balconies and in gardens not only for the purpose of self-sustainability but also because plants purify the air.

In the stores of this company, the only lighting we will find is LED lighting, which consumes much less energy. In addition to that, the company sources wood for furniture construction from more sustainable sources or recycling. They also invest in obtaining renewable energy from photovoltaic panels and wind turbines.

These actions involve changes throughout the entire company, not just focusing on reducing plastic or biodegradable packaging. This is what real green marketing looks like.

What do companies do to be eco-friendly?

Green marketing activities can be focused on many different aspects. Companies strive to build their headquarters in an environmentally friendly and energy-efficient manner, as well as source energy from renewable sources. Very often, investments in wind turbines or photovoltaic panels yield such good results that the company becomes environmentally neutral, as it produces as much energy as it consumes.

Another idea that companies utilize is investing in electric or hybrid cars, as well as investing in public transportation for employees, which results in fewer people driving cars on a daily basis. This contributes to the reduction of pollution emissions.

Product packaging is equally important. It should be biodegradable and made from environmentally friendly materials. Companies that want to be eco-friendly analyze the life cycle of their products – they examine each stage of production to ensure that there is no increased energy or water consumption, for example. The choice of suppliers also matters. Companies producing food products can opt for deliveries from organic farms. They should also consider planning transportation and distribution of goods to reduce the emission of harmful substances associated with vehicle movement.

In order to demonstrate their support for the environment, companies can also strive to obtain special certificates that confirm the ecological nature of their products. They must then actually meet the requirements imposed by institutions responsible for issuing certificates. Thanks to this, the customer can be certain that they are indeed purchasing a product from a trusted supplier.

In addition to real and practical ecological solutions, companies also choose to spread knowledge about environmental protection through courses, webinars, meetings, or posts on their social media. Thanks to this, they clearly present themselves as brands caring for the common planet, but also draw customers’ attention to ecological issues.

What to do to make green marketing work in favor of the company?

Green marketing and ecological initiatives are no longer just a passing trend. It is a process with long-term consequences in which every company should invest. Even making small changes can have a significant impact on the environment as well as on consumers.

According to research, an increasing number of consumers pay attention to the type of product packaging and it’s ingredients, as well as the brand’s eco-friendly image. Green marketing helps attract conscientious consumers who are willing to pay more for a product if it is environmentally friendly and safe for our planet.