For some time now, environmental sustainability has been one of the most important issues globally involving governments, businesses and consumers.
Consumers have never been so aware of the environment as they are today, and in turn this affects the organisational and business processes of companies. Consequently the importance of communicating sustainability is growing dramatically - and on a global scale.
This is why Green Marketing is a new approach for business that aims to develop, promote and enhance products and services which generate a reduced environmental impact compared to the alternatives offered in the market.
The search for environmental sustainability leads to the creation of new products and new lifestyles, making better alternatives accessible, not only for the planet but also for humanity.
What does this mean?
To reduce the environmental impact of the work process, one must invest in sustainable projects, embrace as a team a philosophy aligned to this and commit to communicate it.
Does my business have an environmental impact?
To make sustainability a core value of your brand you must start with critical self analysis.
Post-analysis, and with attainable goals identified, it is essential to involve all employees. Consistency is the first ingredient of green marketing. Therefore all individual participants must be trained and must participate in all activities with awareness. Very often, in order to achieve goals, it is necessary for the employees themselves to change some of their habits.
The obvious assumption of Green Marketing is that potential consumers will see a "green" product or service as an advantage and base their purchase decision accordingly. It is a positive choice as it combines trade, technology, social effects and ecology. It is an activity that is both commercial and environmental, because it deals with selling sustainable goods and services in an equally sustainable way.
Companies that develop new and improved products, and services with environmental inputs in mind give themselves access to new markets, increase the sustainability of their profits and enjoy a competitive advantage over companies that do not care about the environment.
To implement a Green Marketing strategy you must focus on 4 components:
as well as sustainable partnerships with entities or other companies.
It is often necessary to develop new products in the search for innovative materials, and be able to match high performances with a reduced environmental impact.
Furthermore, sustainable product innovation must not only concern the environmental impact of the production and transport of goods, but also the way in which it is used by consumers, for the reduced impact to be maintained throughout the life cycle of the product.
In the absence of a strategic foundation Green Marketing makes no sense and can also be harmful - it cannot be done just because it’s fashionable or because it could bring more contacts to the company. In fact environmental communication which is not based on real elements involves great risks, such as the loss of credibility, the waste of resources or, worse, the accusation of greenwashing.
Green Marketing is certainly not the solution to the problem of climate catastrophe, but it is a way to make people participate in the issue, as it offers ecology creative and effective tools to spread the message.
Marketing is just the tip of the iceberg, the rest of the company must work to make the supply of resources, production and distribution sustainable.
It is only a small part of the solution, but it is certainly the most visible and therefore has a fundamental role because it can influence consumers and change their consumption styles.
Guglielmo Sallustio
Partner, Milan
