A Brief History
According to a survey carried out by Flash Eurobarometer, more than 95% of products being produced today claim to be environmental-friendly. For most brands, this is an opportunity to woo the buyers. By being eco-friendly, product-based companies are experiencing increased sales of up to 73%. This statistic means that there is more pressure for companies to rise to the occasion and challenge the competition.
Digging Deeper
For marketers, this is a chance to ride behind brands that are willing to push the narrative of going green with their products. It is helpful to anticipate a customer’s environmental expectations while promoting your clients’ products.
But what does going green actually look like? For your product to be environmentally friendly, it needs to tick off, most, if not all of the following.
- They should be free from toxins and ozone-depleting properties.
- They should follow all the environmental-friendly manufacturing guidelines.
- They should allow users to recycle them depending on the product.
- The non-green processes should not use more materials than necessary.
- They should have biodegradable and recyclable material packaging.
- They should be designed to be reusable for years.
Who are these green consumers?
Green consumers have several environmental attitudes with recycling as an integral part of their waste management. For them, recycling always comes up as a better option amidst all others. Research has shown that in terms of age, the green consumer is likely to be 45 years and older. The younger generations are not as keen on environmental safety as their older counterparts. Another interesting category is the married group. Couples without children are considered to fair better as green consumers. Statistics have it that there are less than 38% of green consumers with kids.
However, in regards to technology, the green consumer persona tends to prefer the digital side of things than the paper way. They have a keen interest in technology and what it has to offer. 40% of their entertainment is more tech-based with minimal interaction with paper even at the workplace. This would appear contradictory of the first statistic regarding the younger generation, seeing that they are more on the tech-savvy end. But it is worth noting that not all tech lovers are green consumers.
Often, the green consumer is keen on what they consume. They watch their calorie intake and work out regularly. Most of them are not vegan and prefer the keto diet which is low on carbs. Unfortunately, this group is not opposed to driving, which while necessary, is not ecofriendly.
As a marketer or brand, here is how to get to the green consumer with your products.
Make it part of your culture
When you say that your brand is green, this should be representative of your brand statements. Always clarify your organization’s commitment on the same. This will allow audiences to understand how serious you are about it. Have clear guidelines for acceptable practices and abide by them. Engage in trainings and events related to environmental protection if you can. People do not want to place their trust in a brand that does not do what they say.
Be smart about it
One mistake that companies make is overproduction of print material. Reduce your sustainability talk on reams of paper. It will feel unethical and confusing. It would help if you tried reaching your audience through digital media with your marketing campaigns. Many physical promotional products are paperless and will still get your message out. Also, creative strategies like gifting each customer with a recyclable promotional bag can go a long way in earning you points.
Be transparent
A big part of green marketing is an emphasis on social responsibility. Brands should be able to commit to environmental strategies easily. Your brand should be authentic and honest. This way, your customers will trust and buy from you. By being transparent, you can establish your brand’s authority as a green organization. You will make your goals and objectives known to your customers. This way, you can update them as your company grows.
Keep interacting
This is not advice on how to continue with your green journey, but it is integral that you communicate with your customers. Your success starts with your local community. Ensure that you have built enough goodwill amount your target community. Keep your company involved in your town, which includes supporting local charities as well as offering financial support to courses near your company’s values.
Conclusion
Marketing to a green audience is like all other marketing strategies. You have to know your target audience. When you figure out who they are, what they believe, and what their lifestyle is, you have enough to work with. With this information, you can create willing marketing strategies. You will also produce excellent services, and that will get audiences excited. Remember to interact with customers online and give all the information needed.
Question for students (and subscribers) to ponder: Do you try to purchase environment-friendly products?
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Historical Evidence
For more information, please see…
Wurzberger, C. S. Start a Business that Sells Eco-Friendly Products: Take charge of your financial future! (Young Socialpreneurs). CreateSpace Independent Publishing Platform, 2018.
The featured image in this article, a photograph by Alexas_Fotos, is licensed under the Pixabay License.