As we have discussed in numerous articles, eco-friendly marketing is becoming incredibly popular among consumers. A study by Cone Communications found that nearly three out of four customers have said that they take environmentalism into consideration when they make a purchase. The majority of millennials are actually willing to pay more for eco-friendly products.
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Companies that demonstrate their commitment to sustainability have the opportunity to capture a much larger market share. Unfortunately, merely being committed to sustainability is not enough. A poorly thought out green marketing strategy might not pay off very well.
If you are serious about sustainability, then you need to plan your eco-friendly marketing strategy carefully. Here are some common mistakes to look out for.
Make sure that your commitment to sustainability is clearly communicated
Many companies embrace green marketing. However, they don’t communicate that loudly enough to their customers. Unfortunately, doing good it’s not enough. You also have to be seen doing good.
Your company needs to boldly declare your green marketing efforts. Make sure that all customers are aware that your company is dedicated to sustainability.
Make sure you are not only going partway
Many companies want to be recognized for their sustainability efforts. However, they don’t have a sincere desire to make the environment better.
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If you are serious about creating a sustainable brand, then you need to go all in. You need to take every step possible to show that you are committed to producing your companies carbon footprint.
Customers are usually smarter than we give them credit for. They can tell the difference between a genuine sustainable company and one that is doing as little as possible to gain the trust of green consumers.
Avoid spending too much on sustainable marketing strategies
Sustainable marketing can be a good way to generate goodwill with your customers. However, some eco-friendly marketing materials are going to be a lot more costly than others.
You need to weigh the costs of all of your options. It is important to choose your promotional materials carefully. Some companies claim that green materials are more expensive, so they use that to justify charging a lot more for them. Others are more honest about the price and try to ensure affordability as well.
Always make sure that your approach is actually sustainable
A number of companies engage in practices that they believe are sustainable. The problem is that they often are not nearly as green as they think.
You need to carefully assess all of your options when you are engaging in any eco-friendly marketing strategy. This involves looking at the end to end impact that they have on the environment. For example, some products are made from recycled materials. However, the companies that handle them use an extremely energy intensive process to do so. They might not actually be much greener than a lot of other options.
You need to evaluate all of the materials that you intend to use. Look carefully at every process involved in your marketing strategy. That them to make sure they are truly the most sustainable approaches.
Plan your eco-friendly marketing strategy carefully
You need to put a lot of time and thought into your sustainable marketing strategy. It can really pay off, but you need to plan it out and execute it the right way.