Today, most B2B clients are aware of environmental issues, and some of them actively look for environmentally friendly products and services. This trend is going to get only stronger in the future. So, all businesses should adopt environmental marketing strategies.
Environmental Marketing, or green marketing, refers to strategies and policies adopted by business that contribute to protecting the environment. Here are some of the best strategies that companies who want to become “green” should follow:
- Use fuel-efficient technology: If you have a manufacturing business, purchase new, more efficient systems. For example, you can install new machinery that is more fuel-efficient and less polluting than your existing machinery. Although this idea may seem expensive, in the long term, you may be able to recover your costs by way of reduced energy bills.
- Get your firm an eco-label: Many government and nonprofit organizations are equipped to assess the “green-ness” of your enterprise. They will also give you detailed information on the changes that you must incorporate in your business to qualify for an eco-label. This is an effective way to become eco-friendly, as some of these programs are strict.
- Minimize packaging: A simple change in the packaging quantity made by Wal-Mart prevented 667,000 tons of carbon dioxide from entering the atmosphere. If you want to go the Wal-Mart way, too, all you need to do is reduce the quantity of packaging or choose environmentally friendly packaging materials.
- Use eco-friendly media: With the popularity of new media, your business no longer has to depend on flyers, pamphlets and other environmentally harmful promotional material. By advertising on electronic and Internet media, your business would minimize the use of perishable resources like paper. If you must use paper, choose recycled paper.
- Reduce the carbon footprint of your organization: Carbon footprint is the amount of greenhouse gases released by an organization. One way of reducing this is by choosing locally produced raw material. Not only does this contribute to protecting the environment, it also contributes to the local economy.
- Products should match your strategy: You should have products that last long, that can be recycled or reused many times. In other words, you incorporate the principle of reduce, reuse and recycle.
A company that adopts environmental marketing will be regarded by stakeholders as a responsible citizen. Such establishments are more likely to have a loyal customer base.