More and more so called ‘green’ products seem to have swamped the market lately, so I decided to start a series of posts about green marketing, looking at companies’ green strategies.
Green marketing is the marketing of products that are presumed to be environmentally safe, thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising.
Climate change is relevant for marketers because it can spearhead brand innovation and generate differentiation. It is relevant because consumers think it should be. Even if you don‘t want to worry about how climate change is relevant to your brand, most brands now have to. Brands are recognising that proactively investigating and investing in this issue can create opportunities in brand reputation, differentiation and new product development.
The question is, how green is their marketing?
Filed under: How green is your marketing?
