Green Marketing is a practice that is gaining more and more importance due to the growing concern to adopt more sustainable practices.
Stephanie Coelho
Dec 22, 21 | 4 min read
green marketing
Reading time: 3 minutes
According to a study by Dentsu International and Microsoft Advertising , more than 77% of people around the world say that, in five years, they only want to spend money on brands that practice sustainable advertising. Additionally, 91% of people want brands to show that they are making positive choices about the planet .
But what does this have to do with Digital Marketing and what have been the impacts on companies and their consumers?
Green Marketing and its relevance for companies
Green Marketing is a strategy focused on developing sustainable actions and improving services and products that reduce the impacts of climate change.
This strategy has gained strength and importance in recent
years due to the constant advance of global warming, causing great and sad consequences in different parts of the world, such as floods in China , water shortages in Colorado reservoirs and forest fires in the Amazon .
Despite these and many other facts, consumers are increasingly aware of the environmental impacts of their actions and, above all, of the actions of companies. Here is what the list of mali consumer email study conducted by Microsoft Advertising and the Dentsu International agency says :
“ Consumers put governments (51%), companies/brands (43%) and the advertising industry (41%) ahead of themselves (36%) as responsible for decarbonising advertising and hold companies accountable for how they experience the advertising they consume ”
Therefore, people are becoming more and more demanding regarding:
what they buy;
who they buy from;
how it impacts their lives and the environment
These considerations are made by the consumer before deciding to purchase a solution and directly impact brands, since 3 out of 10 people are willing to pay more for more sustainable alternatives for products and services.
How can this data affect companies and brands?
With the spread of greater environmental awareness, Green Marketing has ceased to be an option and has become a necessity.
As an example, I bring up the case of a couple of friends who own a popular restaurant in my city. As local entrepreneurs for more than 3 years, they have always been concerned about sustainability by using biodegradable and recyclable packaging, in addition to constantly improving their products.
However, at one of the most critical moments of the pandemic, they had problems receiving these packages from their distributors and, in order to deliver these orders, they had to resort to plastic and expanded polystyrene.
To the owners’ surprise, they received several complaints even from the most loyal customers and several negative reviews on delivery apps and on the establishment’s social media.
Thanks to good management, the owners were able
to solve the problems without major losses. This case serves as a warning not only of the direct impact of Green Marketing actions, but also to exemplify one of its greatest benefits: customer retention and loyalty .
In the book Customer Success by Dan how to run giveaways post-gdpr Steinman, Lincoln Murphy and Nick Mehta we can see the concept of two types of loyalty that exist in the public: behavioral loyalty and attitudinal loyalty .
Behavioral or intellectual loyalty indicates that the customer is only loyal because they need to be and the scarcity of other solutions makes them loyal to the brand out of necessity.
Attitudinal or emotional loyalty , on the other hand, concerns customers who are loyal because they love the brand, finding values similar to their own and identifying with that company.
And Green Marketing is directly related to attitudinal loyalty, as these are the most valuable consumers who will not only become loyal customers, but will also be willing to pay cz lists more for solutions and, above all, brand promoters for their network of friends and family.