Top 5 Green Marketing Strategies for Sustainable Brands  

Green Marketing Strategies

A rising environmental concern has been surfacing more than ever. Global warming and environmental pollution are the major emerging challenges causing people to worry and consider the planet’s health. In support of environmental conservation, millions across the globe have begun to purchase eco-friendly and sustainable brands irrespective of their higher prices. 

Complementing the go green trend, companies have turned to green marketing practices to address such customers. These practices are classified as ‘green marketing strategies. Customers recognize such brands as ‘sustainable’, ‘organic’, ‘eco-friendly’, or ‘recyclable’. Here are the 5 best green marketing strategies to implement to make a brand more sustainable:

1. Target ‘lohas’ Customers – The LOHAS (Lifestyle of Health and Sustainability) category of consumers is a rapidly growing market. The buying decisions of such customers are greatly influenced by social and environmental factors. 

These consumers not only focus on ‘eco-friendly’ products and ‘sustainable business practices but also tend to influence audiences with their value system.

2. Product Formulation – Consumers have begun to question the product origin and reject the products linked to environmental disasters. Consequently, it has led to fair trade practices. As a brand, it has become essential to carefully choose the ingredients to manufacture a product. 

It has become imperative for brands to highlight the good alternatives chosen to market environment sustainability and indicate that brands are adhering to the customer concerns. Nowadays, consumers are also intrigued by recycled products that are considered to be environmentally compatible.

3. Eco-Friendly/green Positioning – Green positioning aims to develop brand associations by disseminating information about environmentally sound product features. 

Green products may not be commercially successful if green brand features are not efficiently communicated. This positioning falls into 2 categories, namely, functional and emotional based on the customer interpretations of a brand.

4. Integrity and Responsibility – The most important thing to note is that green marketing is not a trend. The effective means to communicate that a brand is green is by actually being green. Consumers have become more aware than ever and tend to reject brands with superficial intent to be green. 

Sustainable packaging signifies customers with visible signs of the company’s dedication to going green. Normal packaging can prohibit customers from making a purchase.

5. Green/sustainable Packaging – Another influential green marketing strategy is ‘Green Packaging’. Such packaging helps to drive environmentally conscious consumers. Green packaging focuses on using materials and production methods to pack products that have a negligible impact on the environment and energy use. 

Sustainable packaging signifies customers with visible signs of the company’s dedication to going green. Regular packaging can prohibit customers from making a purchase.

It is not about ‘going green’ but ‘being green’.

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