Going green, online-is it worth it? The short answer is yes. Many marketers may not realize that catering specifically to this type of consumer can actually increase conversion rates, while
maintaining your image as a green-friendly organization. And when applying some personalization to the mix, can also help keep your green friends very, very loyal.
As green marketers, we spend a lot of time thinking about brands as clients. In Verdantix’s recent study Global Sustainability Leaders Survey: Brands, the tables are turned as they rank the
consultants and service providers offering counsel on sustainability. The study was based on interviews with 250 senior sustainability decision-makers at firms with annual revenues greater than $250
million, across 21 industries in 13 countries.
As marketing professionals, we need to think of “green” marketing not only in terms of helping our clients create socially responsible images, but also how we can practice sustainability within our
own agency cultures. For this New Year, we can resolve to eliminate waste on the back-end for ourselves and our clients, which will in turn make the experiences we create for consumers that much more
delightful and engaging.
Sometimes following what goes on in the world of sustainability feels a bit like doing homework. Carbon emission reduction targets, true cost, carbon markets, standardized reporting, climate change
mitigation — the list goes on. While it’s critical to understand what each of those topics means for businesses and consumers, it’s not the type of language that will get mass audiences to “go
2012 was a big year for sustainability with major world events such as Rio+20 and the Summer Olympics and natural disasters such as Hurricane Sandy propelling the conversation forward on a global
platform. While the debate surrounding both causes and solutions continues to swirl, what is definite is that sustainability is part of a global dialogue.
Newsweek recently released its Green Rankings 2012 list, which highlights America’s greenest companies. Environmental impact has become one of the biggest selling points for brands when striving to
gain consumer attention. However, something I’ve noticed over the years is that the companies who are making green efforts can be placed into two different categories: those that are naturally
perceived as green (therefore having to put very little energy into pushing their green message due to the nature of the product) and those that exercise green practices, yet whose efforts go
relatively unnoticed if they are not purposely advertised.
Most everyone believes companies need to be “responsible for doing the right thing,” but it was interesting to read that 84% of those surveyed in a recent Cone Communications study felt companies are
also just as responsible for effectively communicating said actions. What’s more, nearly half of those surveyed claimed they’d avoid a purchase if they couldn’t find out about a brand’s CSR efforts.
Regardless of your political affiliation, one can’t help but admire the Obama campaign’s relentless and successful marketing strategy. In the next few months, marketers of all stripes will be
scrutinizing what worked and what missed the mark. As marketers, we can all learn more about our craft by studying this recent election cycle. In the following, let’s examine how some of these
lessons can be applied to green marketing strategies.
According to a recent BBMG Report, two out of three Americans would consider themselves a “Conscious Consumer,” that is, more likely to buy from companies that offer energy-efficient products and
commit to environmentally-friendly business practices. One in two Americans are even willing to pay a premium for products if they have proven environmental benefits.
I consider myself to be quite environmentally conscious. But since I became the owner of an adorable puppy that eats anything in its path – and frantically scramble to pick up any trash on the
sidewalk that he might eat – I’ve become acutely aware of the amount of garbage that we produce, so cavalierly discard, and the impact that it has on others.
Alimentación, ocio y negocios, ALOYN, es un Grupo dirigido a Directivos y Propietarios de empresas, interesados en el mundo de la industria de alimentación y bebidas. Tanto por la parte de la industria productora como por la parte de la industria consumidora y/o distribuidora (Distribución Comercial, Horeca, Vending, Venta Directa, etc). También nos interesan las actividades ligadas al agroturismo y el enoturismo como magníficas actividades de promoción y difusión de la cultura gastronómica.