“Eco-friendly” or “green marketing” has been around since the late 1980s and has really come into prominence in the last 10 or so years. We have noticed a significant increase in the requests from our clients for the use of eco-friendly materials – from reclaimed wood displays and banners made out of recycled material to custom printed seeded paper and recycled or reusable promotional items.
Eco-friendly marketing focuses on using earth-friendly practices and materials when producing, promoting and packaging goods and services. It encourages companies to use eco-friendly business practices and establish relationships with vendors who are environmentally responsible and use earth-friendly products.
Consumers now understand the harm that unsustainable products and practices cause to the planet, and companies are responding by promoting their products or services with the smallest environmental footprints possible. Because let’s face it, marketing can be a dirty job.
How can your company use eco-friendly marketing? There are several ways your company can use eco-friendly marketing. To get started on the transition to going green, we suggest following these three steps:
1. Reflect on How Your Company Operates Day to Day
Consumers are not solely focused on the product or service anymore but instead on the company that produces the product or service. Does your company use green efforts in its daily business practices? Take IKEA and its green foresting techniques for example.
If your company isn’t practicing green production techniques, it could affect how your product or service is portrayed to the public.
Impact your company culture by encouraging your employees to recycle, to print less paper or to opt for re-useable glass water bottles in the office. Look at your manufacturing or building processes and see if there are affordable ways to be green, such as using recycled building materials in your apartment construction project.
These companies are making a positive impact on the environment, which resonates with their customers and thus boosts sales. Simply put, people feel better knowing that the products they buy are not harmful to the planet.
2. Eliminate Paper
The days of print are dwindling. Eliminate paper flyers, banners and posters when possible, and use digital marketing platforms such as touchscreens or tablets to promote your product or service. Instead of printing a poster and switching it out seasonally, install a TV with a looping video or a touchscreen to engage customers. The environmental impact is not only smaller; it’s more impactful to consumers.Social media marketing, on websites such as Facebook, Twitter or LinkedIn, is a powerful way to attract customers that is eco-friendly. It should also come as no surprise that websites are the green alternative to brochures and can include functionality to capture leads, generate purchases, play videos or create a forum for customers to engage with your brand. Don’t just practice eco-friendly marketing; embrace it and use it to your advantage.
3. Establish Eco-Friendly Relationships
Build a relationship with vendors who are also environmentally responsible. Whether it’s a signage vendor who uses recycled materials to create a display or choosing to advertise on eco-friendly mediums such as the Internet and radio, aligning your company with vendors who are environmentally responsible will further your eco-friendly marketing commitment.
Here are some examples of eco-friendly materials for signage, packaging and promotional items:
Why Should Your Company Consider Eco-Friendly?
Eco-friendly marketing is a trend that’s here to stay, and your company should embrace it. Educated consumers are demanding environmental responsibility from the companies with which they do business, and marketing efforts should be no different. By using eco-friendly marketing processes and products companies can help the environment and empower their customers to become eco-friendly.
If you have any questions about how your company can practice more eco-friendly marketing, contact us!