“Certified B Corp status is a recognizable certification that verifies your brand’s sustainability efforts and having a third party make the sustainability claims is more legitimate to consumers than the brand making the claims themselves because there’s less bias,” said Calloway Cook, president of supplement maker Illuminate Labs.
Sustainability marketing, or green marketing, is a practice that emphasizes the environmental benefits of a product or service, which also reflects a brand’s values.
“Since the early 2000s, the company has been promoting green and humane sourcing for their products,” said Christiaan Huynen, founder of design firm DesignBro. “Moreover, the company also donates millions of dollars to other environmental programs and renewable energy developments. Starbucks also prioritizes sustainable practices in an attempt to decrease power and water waste.”
One memorable example is the brand’s Don’t Buy This Jacket campaign, which brought attention to consumerism on Black Friday 2011.
One memorable example is the brand’s Don’t Buy This Jacket campaign, which brought attention to consumerism on Black Friday 2011.
How you can implement green marketing
By looking for features that can be marketed as sustainable, brands can leverage the feel-good benefit of the product or service while also providing value, he added.
Adjust your messaging for the different levels of green
By looking for features that can be marketed as sustainable, brands can leverage the feel-good benefit of the product or service while also providing value, he added.
Source sustainable materials
By looking for features that can be marketed as sustainable, brands can leverage the feel-good benefit of the product or service while also providing value, he added.
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Assume social responsibility
Finally, corporate social responsibility (CSR) allows brands to better communicate how they’re affecting positive change to conscious consumers. That’s according to Chris Gadek, vice president of growth at outdoor advertising firm AdQuick, who noted customers are often willing to pay more when a brand’s identity aligns with their beliefs.
And this, of course, spurred the rise of green marketing. What exactly does that mean? Read on to learn:
While there are many brand examples by now, a few stand out:
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Get your green marketing strategy in gear
- Pick the right initiative
- Keep your efforts genuine
- Adjust your messaging to the different levels of “green” in your audience
- Implement eco-conscious design
- Use plastic-free products and packaging
- Reduce your emissions
- Use renewable energy
- Assume social responsibility
