Green marketing is great for your marketing mix. The problem your business may face is exactly how to approach green marketing. The practice is a bit more complicated than one may think. Green marketing is a broad term and can mean many things based on what your organization is looking to do. For starters, green marketing can refer to the marketing of products that are eco-friendly. This consists of promoting the item simply on its sustainability benefits. Through this approach, a business takes a step back from focusing on its image and focuses on the product benefits.
Green marketing can also refer to the marketing of one’s business through green measures. For example, if your business sponsors a green event or financial supports a green business association, that is an example of green marketing. With this approach, image and responsibility are the main motives for the organization. Businesses who are unable to sell green products may find this approach most appropriate.
Finally, green marketing may refer to the marketing of the sustainability efforts a business has undertaken. This approach also focuses on image but can also be expanded to focus heavily upon community education. As it can be seen, any organization is capable of participating in green marketing. One common theme among the approaches is that they all recognize the value of being eco-friendly.
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