Green Marketing is one of the new buzzwords in the industry. Your marketing needs to conform with the brand identity you are trying to project. Every tactic you use to promote your products or services should agree with the values you and your customers share. For instance, if you are a health-oriented company, you will not want to connect yourself with anything that is not wholesome, and children’s services shouldn’t associate themselves with adult-focused activities.
This is very important as you plan your marketing mix. At Bagwell Marketing, we thought about this when we decided to help our customers easily select eco-friendly promotional items by developing our Green Promotional Products Group.
If you are concerned about environmental issues like global warming and waste disposal, you will want to use promotional products that are consistent with your principles. By definition, green products have less impact on human health than traditional equivalents or a lower effect on the environment. They would be made of recycled, biodegradable, or renewable materials (or a combination of those). Read more on our press release about celebrating World Environment Day with green promotional products.
We know that promotional products are essential to any company’s marketing programs because they continue to build brand awareness long after they are initially provided to the consumer. It’s even better if the giveaway continues to be used and creates the desired perception of the organization’s personality. Green promotional products support that desired brand identity.
As you plan for your marketing and advertising, consider whether the paper and manufactured products and processes you use align with your ethics. Once you know they are, this becomes part of your messaging to your customers because it can make a big difference in cementing their loyalty.
What Makes An Eco-Friendly Promotional Product
- Bio-Degradable – These products, such as sure bags, will break down and return to nature in a landfill in a year.
- Compostable– These items will break down or become part compost (e.g., soil-conditioning material, mulch).
- Recyclable – Any item that can be repurposed or repurposed, such as water bottles made into bags or ink pens.
- Made From Renewable Materials – These include corn plastic, wheat straw, bamboo, or material produced from recycled cotton items or times made from wood or from plants.
- Reusable Items – Many promotional items can be used for an unlimited time and do not have to be placed in a landfill. An example is a letter opener. Many promo items have been used by consumers for over 20 years.
Green marketing is the marketing of products that are presumed to be environmentally safe.
It incorporates a broad range of activities, including product modification, changes to the production process, sustainable packaging, as well as modifying advertising. Yet defining green marketing is not a simple task where several meanings intersect and contradict each other; an example of this will be the existence of varying social, environmental, and retail definitions attached to this term. Other similar terms used are environmental marketing and ecological marketing.
Green Marketing or environmental or eco-marketing is part of the new marketing approaches which do not just refocus, adjust or enhance existing marketing thinking and practice, but seek to challenge those approaches and provide a substantially different perspective. In more detail, green, environmental and eco-marketing belong to the systems that seek to address the lack of fit between marketing as it is currently practiced and the ecological and social realities of the wider marketing environment.
The legal implications of marketing claims call for caution, or overstated claims can lead to regulatory or civil challenges. The Federal Trade Commission provides some guidance on environmental marketing claims in the United States.