Green Marketing
With global warming reaching to an alarming high, most of the companies are leaning towards green marketing. Hike in fuel prices have even accelerated the process of environmental awareness through green marketing and advertising. So what is green marketing actually? The ads that actually focus on the green products or speak about the company’s future intention to launch environment friendly products fall in the category of green advertising. The hope that was initially generated with green marketing advertisements has been hurt by the notion that sustainable products do not really carry on their environmental promises.
Green marketing still has a long way to go and there is no denying that the situation is improving. People are waking up to green. From organic food to hybrid cars to energy saving appliances to reclaimed furniture growing number of consumers are ready to buy sustainable products these days than ever before. But the question here is whether it is happening at a right pace? One of the strongest regulating bodies for this could be the government. Since more and more advertisers are seeking to promote their eco-friendly credentials the responsibility lies on the government to set a standard for sustainable products in order to prevent deception and degradation of product quality.
Green marketing gets tougher with people being skeptical on the quality of such products. It is also the responsibility of the company that they should keep in mind that customers are unlikely to compromise on product features such as quality, price, availability that come with traditionally manufactured products. Therefore it is good to for the companies to realize that there is no single marketing strategy for a company to sell green products. As manufacturers tend to believe in the business of sustainability there is increasing number of organizations coming up with environmentally sustainable products.
Grocery chains also began patronizing sustainable eating with organic food that is actually recycled from the leftover food available in the hotels. Dozens of companies are finding values in practicing food conservation. With soaring fuel prices car companies are turning towards the same. Most of the automobile manufacturing companies are designing fuel efficient hybrid cars. However, one needs to understand that green marketing is not just green advertising, which includes environmental awareness and concerns of a company while promoting its products. It is all about using the communication channels and media to persuade consumers to pick up more sustainable products and in turn, help companies realize the market need for their eco-friendly products.
Rahul Vij
Rahul is a Business Solution Thinker at ReZonant