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
Business.gov offers additional resources and information on how to start an eco-friendly business. Also, Visit Digital.com for additional resources.
Superb information here, ol’e chap; keep burning the midnight oil.
Very good info.
It’s definitely the growth area over the next few years.
Green Invirement is absolute the future in everything we are doing.
Great post!
Thanks