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 are marketing eco-friendly furniture. 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