One of my favorite things about working at a marketing agency is being in the midst of all the insane creativity that goes into developing a brand. I love watching our designers put together killer logos and brand identities, while our digital gurus build websites and email campaigns. In this environment, it's hard to not get inspired to think about your own personal branding.
But as much as we marketers like to think about ourselves, we also have a responsibility to make sure that our work is making a positive impact on the world. For years, many brands have been doing their part through green marketing — which means using marketing efforts to promote environmental awareness and sustainability.
If you're a marketer, you know how important it is to stand out from the competition. In today's saturated marketplace, brands are getting creative with their marketing strategies. But is your brand going green enough?
While it’s not the only way to be successful, green marketing is certainly on the rise. If you are thinking about going green, here are just some of the reasons why it will help your brand:
Provide eco-friendly products and services
Eco-friendly products are becoming more of a priority for consumers. The Global Consumer Trends Survey found that almost half of Americans (49%) would pay more for products and services from companies that support environmental causes. If your brand provides products that help reduce waste and carbon footprint, you may have an opportunity to win over your target audience.
But don't assume that all of your customers fit into the "green" demographic. Look at trends in the emerging markets of China, India and Brazil — there's potential for growth in these regions as people become more environmentally conscious. Be sure to consider this when creating new products or launching a new marketing campaign aimed at going green.
2. Green marketing puts you ahead of the pack.
3. Green marketing helps you stand out from your competition.
4. Green marketing makes you “top of mind” for like-minded consumers.
5. Green marketing increases sales and profitability for your business.
6. Green marketing creates a positive impact on your bottom line.