I’ve written so many articles on green and LOHAS marketing, that I thought it was time for people to really understand how to define green marketing. You may wonder why now I would be defining green marketing as opposed to defining green marketing in my first blog post.
Now is really the perfect time, especially because there is so much chatter about green marketing in the media.
Green marketing can be defined as marketing your business, brand, product and/or services in an environmentally friendly manner. There are many different ways you can be environmentally friendly or green.
Here are some of them:
-
Products
-
Services
-
Operations
-
Processes
-
Manufacture
-
Package
-
Design
-
Market
-
Sell
-
Building
-
Furnishings
Often you’ll see green marketing defined as environmental marketing, ecological marketing or even eco-marketing. Many of these terms are interchangeable, although I’m not too sure all of the consumers truly understand them. I’m also not too sure that consumers understand what marketing your business in an environmentally friendly manner truly means.
Many think of it as minimizing or reducing your carbon footprint; a measure of the impact human activities have on the environment in terms of the amount of green house gases produced, measured in units of carbon dioxide. Others think of it as using post consumer waste recycled paper for all of your collateral materials or even minimizing your use of direct mail.
Technically, it is all of these things summed up in one and more. Various consumer groups define green marketing in different ways depending on their level of understanding.
I’ll take a look at this in my next post.
Helping You Understand and Profit from Consumer Health and Green Trends
Colette Chandler
