What Is Green Marketing – Best Practices And Overview In 2022

Green Marketing

In a world where sustainability has become a unique selling point, it was only a matter of time before green marketing made its mark on the global stage. Did you know that our recent research showed us that almost 49% of consumers agreed to pay higher for products that came with a high-quality standard of safety on average? 

If you narrow it down farther, we found out more mind-boggling infographics,

  • 41% people would pay more for organic goods
  • 38% of people would pay more for products made sustainably
  • 30% people would pay more for ethically made products

Thus, this indicates that green advertising will soon expand even more. So, let’s talk about green marketing in some detail!


What Is Green Marketing?

As an ambitious marketeer in 2022, if you have been wondering what is green marketing, you have arrived at the right destination! Simply put, the definition of green marketing explains the same as advertising and marketing processes for products or services that are considered to be environmentally safe. 

The other words for green marketing are eco-marketing and environmental marketing. Green marketing is a booming industry with the sustainability market in the United States, reaching nearly 150 billion dollars in 2021. When a company opts for green marketing, it usually means their products or services are,

  • sustainably made
  • does not contain any toxic ingredients or materials
  • produced or manufactured with materials that are renewable or recycled
  • packaging that’s environmentally safe
  • can be recycled

If you are already involved in a sustainable business, you must immediately focus on green marketing, which can be a great power move – you will be letting your target audience know how you are contributing to the environment. Even your customers can feel like they contribute to the environment by buying from you. 

If you are yet to be involved with any sustainable business, understand when a brand becomes eco-friendly, it speaks volumes about the brand. Your brand appears to be a socially responsible business dedicated to sustainability. Many businesses are refraining from turning green only because of the initial investments, which can seem expensive. 

However, what these companies do not realize is that in the long run, companies turning green will save resources both financially and in terms of time and energy. In fact, when you think about it, you can save so much money in so many sectors, especially in packaging.

Examples Of Green Marketing:

Now that you are clear on the green marketing definition, let’s discuss a few famous green marketing examples with the help of some well-known brands!

1. Starbucks

Starbucks Green Marketing

This world-famous brand is not just a star in the world of gourmet coffee but also happens to be a popular name in the sustainability industry. Did you know that Starbucks contributes financially to several environmental initiatives? 

That’s not the only charitable thing that Starbucks does. The famous coffee brand has also promised around 140 million dollars for exploring energy sources that are renewable.

2. Patagonia

Patagonia Green Marketing

Patagonia heavily relies on green marketing for promotion and advertising, letting their target audience know about their social responsibility towards creating green products and everything that’s associated with this green concept. 

They proudly mentions on their site the following words,

“We’re part of a movement for change. From supporting youth fighting against oil drilling to suing the president, we take action on the most pressing environmental issues facing our world. Connect with environmental groups through Patagonia Action Works and take action to protect people and the planet.”

3. Ben And Jerry’s

Ben And Jerry’s Green Marketing

The ‘values’ page’ on Ben And Jerry’s website is the forum through which the brand actively discusses the social problems that bother them. They are even consistent about their blogs on the benefits of sustainable businesses and green marketing. 

Thus, the examples of brands who rely on green marketing are evidence that turning green might not be such a bad idea after all!

Benefits Of Green Marketing:

The benefits of green marketing are several. Scroll down and find out the top benefits of implementing sustainable business practices.

  1. Eco-friendly marketing will appeal to a whole new group of audience you never tapped into before. Thus, sustainable marketing attracts new consumers like the ones who only purchase from conscious brands. 
  1. Eco-friendly marketing includes a lot of changes like cutting down on the use of paper. Thus, you will end up saving a lot of money that you were easier spending on overhead costs. 
  1. In 2022, large groups of people are only seeking brands that are sustainable. So when you turn green, you choose to respond to a large section of people who identify as conscious consumers. 

Expert Tips For Successfully Implementing A Green Marketing Strategy:

Now that we have discussed a few sustainability marketing examples, it’s best to find out what are the top three tips that all industry experts highly recommend. So scroll down and find out now!

1. Going Paperless Should Be Your Motto

One of the best ways to start implementing green marketing practices is by going paperless – you must reduce the usage of paper for conducting your daily affairs at work. Instead of sending pamphlets, brochures, newsletters, you can simply send the same content via email. 

This will reduce the damage to the environment. But that’s not all. At the same time, you will be saving all the money you were spending behind delivery partners and postal services. 

2. Giveaway Prizes Are Crucial

If you are holding a contest or giveaway on social media, you must not forget your green motto. The prizes you choose for the contest or giveaway winners must also be sustainably made or green somehow. 

A contest or giveaway is all about increasing brand awareness. So naturally, every aspect of the event must be green, including the prizes, which are crucial considering how your audience will remember you.

3. Transform All Your Events To Green

Similarly, while holding any event offline or online, you must make it sustainable. This is because, as a sustainable company, you cannot afford to lose customers or investors, for that matter, over inaccurate research and wrong decisions. 

For instance, you can start considering LED lighting, locations that are LEED-certified, and even public transportation in case you are planning to hold an offline event for the first time. Just remember, there are several ways to turn your event green!

Green Marketing Strategies: Best Practices Of 2022

If you are wondering what does it mean when a firm goes green, you have come to the right place. When a firm turns green, there’s so much to consider and change. The two most significant sectors that undergo the most changes are production and marketing. So here, we will discuss the top green marketing strategies you can implement in 2022!

1. Certification

Today, you will find a number of businesses that specialize in third-party certifications. Taking the help of these businesses can help you promote your green practices. However, you must do proper research before approaching any certification organization. Our favorites are Green Seal, Green Business Certification Inc, and Green America. 

In most cases, businesses are required to meet a few sustainability standards and follow them up with an application. With a certification, you can strengthen your claim of being a green business publicly. 

2. Promote Your Green Misson

Once you manage to get certified, you will understand that people will think of you as a real deal in the sustainability industry. So now you need a killer green marketing strategy. For instance, you can publish blogs, go crazy on social media and even add certification stickers on your site. 

When you promote your commitment to sustainability aggressively, your target audience will definitely notice. This will help you build a brand image that’s green and earn the loyalty of conscious customers. After all, these conscious customers are your ideal target audience. 

3. Make Sustainability A Part Of Your Work Culture

The green concept can appear to be a lucrative opportunity in many ways. However, you must not fall for the same without in-depth research of the matter. Simply put, first find out everything about the cause and then commit to it. 

Start thinking about implementing green practices in your daily professional life. When you choose to make sustainability a part of your work culture, you are also making sure that every employee in the company is aware of your eco-friendly plans.

4. Support Green Causes And Initiatives

Charitable contributions are a vital part of every company’s marketing strategy. As a sustainable company implementing a green marketing strategy, you must support charitable causes that are eco-friendly and sustainable.

When you support green causes and initiatives, you will find out how this move has helped you to craft the right brand image – since you chose to support a cause that’s relevant to your brand!

5. Using Electronic Marketing

Today, digital marketing is one of the most booming industries in the world. So then why can’t your shift your entire marketing and advertising to digital platforms? Finding green advertisers or becoming one will only make things better in the long run. 

Everything you were printing all this while, like flyers, brochures, catalogs, can now be shared with your target audience via emails. Also, start building resources entirely relying on marketing through social media, emails, and even texts. 

6. Invest In The Local Community

Companies often participate or run green marketing drives, which are perfect ways of displaying how much they care about their local communities. You can do the same. Why? Because your brand’s images stand to benefit from the same as much as the people of your local community. 

There are several ways to go about this. For instance, you can opt for sponsoring a recycling initiative locally or even be charitable and donate some eco-friendly infrastructure like compost bins or solar panels. 

7. Opt For Conscious Shipping Methods

When you ship and deliver products far away, the carbon footprints are significant, which must be a matter of concern for you. For reducing the carbon footprints left behind by your company, you can include ‘a green shipping’ option for customers in the checkout section. 

Choosing to go green with shipping will either reduce the area limit you can ship, or you will have to increase your delivery time. Conscious consumers will never have a problem opting for a longer delivery time since it’s a contribution to the planet. 

8. Dispose of Waste Responsibly

When you choose to be responsible for disposing of waste, you also choose to control your negative impact on the environment. Production and manufacturing methods can lead to the creation of a lot of waste which can cause the environment a lot of harm in case not disposed of properly. 

Practicing to be responsible for waste disposal is one of the smartest green marketing strategies. This is particularly beneficial for beating your competition with irreparable waste disposal practices. 

Frequently Asked Questions (FAQs)

1. What Are The Green Marketing Practices?
The top green marketing practices are as follows,

  • Sustainable manufacturing and production processes
  • Depending on recycled or eco-friendly materials
  • Zero-plastic and zero-waste production as well as packaging
  • Chances of recyclability after use
  • Production must be regional or local
2. What Are The Objectives Of Green Marketing?
The objectives of green marketing are as follows,

  • Aware of social responsibilities
  • Decreases expenses
  • Display the sustainability of the product or service
  • Convey a green massage for the brand
  • Incorporate business practices that are sustainable. 
3. What Are The 4 Ps Of Green Marketing?
The 4 Ps of green marketing are as follows,

  • Product
  • Price
  • Place, and 
  • Promotion

Wrapping Up: Planet Over Profit

The popularity of green marketing has reached an all-time high, so much so that now more and more brands are interested in incorporating and implementing sustainable business practices for daily functioning. As a result, the concept is no longer what experts are saying will trend in the future. Instead, it’s trending now, and you must get on board as soon as possible!

Moreover, when you decide to go sustainable, you are planning to choose the planet over all the meaningless short-term profit most brands run after. Sustainable businesses stand to benefit in the long run. When you are sustainable in production and marketing, then your brand will weather all storms and manage to sustain itself in the market!

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Barsha Bhattacharya is a senior content writing executive. As a marketing enthusiast and professional for the past 4 years, writing is new to Barsha. And she is loving every bit of it. Her niches are marketing, lifestyle, wellness, travel and entertainment. Apart from writing, Barsha loves to travel, binge-watch, research conspiracy theories, Instagram and overthink.


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