It has hit the news today that the Treasury has proposed by 2023 most large UK firms and financial institutions will have to reveal to the public their plans to hit climate change targets and move to a low-carbon future, in line with the UK hitting its net-zero target by 2050.
By: Jeni Patrick – Noisy Marketing
So how can The Marketing Project help?
Green Marketing is a term introduced in the late 1980s and has 2 definitions. The first is to describe the process of producing products and services in a way that considers the most environmentally friendly processes, materials and production methods. The second is to promote your brand and offering by highlighting the eco-friendly benefits and its impact on the environment.
Implementing a Green Marketing strategy may increase costs initially but it has been proved to give companies a competitive advantage and a definite increase in customer loyalty. Consumers will often pay a premium for credible brands with a clear ethical and eco-friendly product strategy.
- Consider print and packaging
It is the obvious place to start, recycling helps in reducing the carbon footprint on the earth and also helps in reducing the waste on the planet. Make it clear to your customers how your products should be disposed of and why you have selected these methods. Most good packaging suppliers are now very knowledgeable on the availability of sustainable materials for packaging; such as waste products from the food manufacturing industry. Why not ask what options are available every time you order print materials and consider only producing what you actually need? Consider the impact of adhesives and laminates in the print process, which may stop your packaging being suitable for local recycling services. Be innovative in your approach i.e. can we offer a refillable solution, trade in schemes or a collect and recycle service?
- Engage your customers
It is becoming more and more important for brands to show what they stand for over and above making a profit. Consumers want to associate themselves with companies who have strong ethics and good working practices. Develop your values, communicate them to your audience and refer back to those principles in all future campaigns.
- Partner with like-minded organisations
Support organisations that are impacting the environment and encourage your audience to do the same. Adding support and fundraising can help raise direct support for charities and organisations and give you a deeper understanding of the challenges we face.
Find out more.
Talk to The Marketing Project about developing your Green Strategy.
