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Green Marketing for Small Businesses

Green marketing is the new “in” thing.

Celebrities like Cameron Diaz and Leonardo di Caprio prefer to drive hybrid cars. HGTV channel is giving away a “green” home. Ikea has done away with the free plastic bags. Crate and Barrel is marketing ecofriendly furnitures. Name it — from baby clothes to appliances to home furnishings to food — “green” is the main thing.

According to Good and Green http://www.goodandgreen.biz/, which sponsors the Green Marketing Conference, an increasing number of consumers are embracing green marketing:

• In the US, the Green Marketplace is conservatively pegged at $250 million – and growing!
• Over 66% of Americans believe “Doing well by doing good is a savvy business strategy.”
• Over the past five years the sales of organic and all natural products have increased 18% to 25% year over year.
• 30% of American consumers are willing to pay up to a 20% premium on clean, green products over non-sustainable alternatives … and that number grows each year.

So how can small businesses ride this growing crest of green marketing?

According to Jacqueline Ottman, author of Green Marketing: Opportunity for Innovation , there are five rules for green marketing :

• Customers should know and care about the environmental issues your products address
• Make customers feel empowered that they can help address the environmental issues when they buy your products
• Ensure credibility and legitimacy of your claims by being transparent
• Reassure the buyer that your products work, in addition to being environmentally friendly
• Given that environmentally-friendly products are often priced at a premium, consider whether your price range is something customers are still willing to pay

Business.gov offers additional resources and information on how to start an eco-friendly business.