Consumers have never been more environmentally focused than they are right now, and it has not gone unnoticed by business owners. As shoppers continue to make their purchase decisions based on personal values regarding the environment, businesses have had to shift their strategies and prioritize sustainability efforts. Over 1/5 of consumers actively choose brands that are transparent about sustainability efforts in their packaging and marketing, and as a result, “Green Marketing”, or promoting products and services based on their environmental benefits, has seen unprecedented growth in recent years.
Whether a company uses recycled materials, biodegradable packaging, increases their company-wide sustainability efforts, or invests in eco-friendly initiatives, there are many potential routes for companies to highlight in their Green Marketing strategies. A prime example of a company that has thoroughly mastered and capitalized on Green Marketing is outdoor clothing company, Patagonia.
For Patagonia, Green Marketing is the only marketing. They have built their entire brand around sustainability, and even their mission statement “We’re in business to save our home planet” prioritizes the environment. Their iconic “Don’t buy this jacket” marketing campaign discouraged consumers from buying new while simultaneously promoting the durability of their products and their commitment to sustainability. While this strategy may seem counterintuitive to some, it brought the company nothing but success when they saw revenue increase by 30%.
Other leading global brands like IKEA and Hershey prove that not only is Green Marketing the socially responsible route to take, but it can also be an extremely lucrative one as well. You can learn more about the latest and most effective trends within the marketing industry at the B2B Marketing Expo on April 6th & 7th at the LA Convention Center. Register for your free tickets today!