Tag Archives: marketing strategy

How to develop a sustainability marketing strategy


Are you currently developing a sustainability marketing strategy? Want some tips on how to make it as effective as possible? Then listen to this webinar recording.

This session will cover:

* Understanding why sustainability marketing is different to conventional marketing

* Developing the sustainability marketing mix: Where to start

* Real life examples of successful and not-so-successful green marketing campaigns

* How social media is transforming sustainability marketing and how to make the most of it

* Top tips for making your campaign a success

* Q&A session

The speaker for the session, Ken Peattie, spent the last 11 years as the Director of BRASS, the Centre for Business, Relationships, Accountability, Sustainability and Society, and is also a Professor of Marketing and Strategy at Cardiff Business School. The work of BRASS focused on business sustainability and corporate social responsibility, and particularly on the relationships between businesses and their key stakeholders.

He has 20 years of experience researching how businesses are integrating sustainability principles into their corporate and marketing strategies.

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What Is Green Marketing – Green Marketing – Green Marketing Definition

Definition:

What is green marketing? Green marketing refers to the process of selling products and/or services based on their environmental benefits. Such a product or service may be environmentally friendly in itself or produced and/or packaged in an environmentally friendly way.

The obvious assumption of green marketing is that potential consumers will view a product or service’s “greenness” as a benefit and base their buying decision accordingly. The not-so-obvious assumption of green marketing is that consumers will be willing to pay more for green products than they would for a less-green comparable alternative product – an assumption that, in my opinion, has not been proven conclusively.

While green marketing is growing greatly as increasing numbers of consumers are willing to back their environmental consciousnesses with their dollars, it can be dangerous. The public tends to be skeptical of green claims to begin with and companies can seriously damage their brands and their sales if a green claim is discovered to be false or contradicted by a company’s other products or practices. Presenting a product or service as green when it’s not is called greenwashing.

Green marketing can be a very powerful marketing strategy though when it’s done right. See Three Keys to Successful Green Marketing.

Also Known As: Environmental Marketing, Ecological Marketing, Eco-Marketing.

Common Misspellings: Geen marketing, gren marketing.

Examples:

Chad’s green marketing campaign bombed because he made the mistake of packaging his environmentally friendly product in styrofoam.

More Business Terms Glossary

via What Is Green Marketing – Green Marketing – Green Marketing Definition.

The Green Marketing Company hopes you find this information helpful. The Green Marketing Company’s goal to help you go green and earn green through the application of cost effective, green marketing techniques. Contact The Green Marketing Company Today!

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