As headlines about the climate crisis have greatly multiplied over the last year, so have the sponsored posts advertising eco-friendly products.
The leading companies in nearly every industry –– even the fossil fuel industry –– have recently made their “environmental commitment” a new selling point as consumers are becoming increasingly concerned about their individual contributions to the decline of our natural environment.
Sustainability is on the rise, and this is only the tip of the iceberg. Eco-friendly businesses are quickly becoming industry frontrunners, and as more people become aware of our dire environmental situation, their popularity will only increase.
The climate crisis isn’t disappearing any time soon, and neither is the growing trend toward sustainability.
Even if we were to drastically cut emissions globally today, we’d still be stuck facing the consequences of decades of industrial pollution. Additionally, issues such as biodiversity loss, ocean acidification, chemical pollution, and water security will continue to be a major problem over the course of our lives.
So, today many more consumers, and not just the most environmentally conscious, have begun to incorporate environmental concerns in their personal buying decisions through the purchase and use of products and services perceived to be more environmentally friendly.
Numerous statistics like these have set the U.S. sustainability market on track to reach $150 billion by 2021.
Globally, the market for sustainable goods already sits at $2.65 trillion, and it’s presently creating more than $1 trillion in opportunities for brands who can effectively communicate their products’ sustainable attributes.
The keyword here is “effectively communicate.”
Sustainability thus can be a lucrative marketing opportunity — if approached correctly.
When reports like this one announce that 73% of global millennials are willing to pay extra for sustainable offerings, it’s not hard to see why.
So, consumers are willing to pay substantially more for eco-friendly products because they want to make a positive difference with their money. If a brand’s business practices and messaging isn’t up to par, it won’t be able to take advantage of this growing opportunity.
So, what do you do about it?
The answer lies in Green Marketing
Green marketing also called as sustainable marketing is the marketing of environmentally friendly products and services. Green marketing can involve a number of different things, such as creating an eco-friendly product, using eco-friendly packaging, adopting sustainable business practices, increased energy efficiency of the product in use, reduced use of chemicals in farming, cruelty-free products or decreased release of toxic emissions and other pollutants in production.
It basically refers to businesses using environmentally friendly production, distribution and sourcing practices that allow companies to gain favor with consumers. Everything a company does should reflect its sustainability values. If that’s the case, brands should have no problem proudly proclaiming themselves as green and green marketing can work wonders.
Genuinely sustainable companies have a huge opportunity to win leads, make sales, and create a culture that attracts loyal customers and what better place than a platform such as Greenesta Global which is for these kinds of green businesses.
By leveraging sustainable design, consistent messaging, transparency, intentional pricing, and social proof, your business will be able to enjoy the financial rewards of your commitment to our environment.
Transparency is truly the key when marketing for sustainability. If you remain open and truthful about your journey towards sustainability and act on customer feedback, you’ll do just fine.
Is your business ready ?