Green Marketing: What Works, What Doesn’t
The Environmental Leader, a website dedicated to energy and environmental news for businesses, has recently released what is already one of the most relevant green marketing studies ever made. Green Marketing: What Works, What Doesn't—A Marketing Study of Practitioners takes a critical look at green marketing and digs up eye-opening information, such as green marketing's effects on product pricing, what kinds of media are most used in green marketing campaigns and which of them are most effective.
Marketers have recently turned strongly to green marketing tactics as firms look for "green" business partners and businesses to jump on the corporate social responsibility bandwagon.
Because they perceive it has value, marketers are engaged in green marketing. Marketers are backing up their beliefs of the company's level of "greenness" with marketing campaigns, rather than creating green campaigns to be part of the trend (or more cynically, to deliberately shore up a known weakness).
The research suggests that management first buys into "greenness" and, later, green marketing, rather than beginning green marketing efforts simply out of a desire to appear green.
Some of the study's key findings included:
• Most marketers intend to spend more on green marketing. More than 80 percent of respondents indicated they expect to spend more on green marketing in the future.
• Smaller firms spend more. Companies with smaller marketing budgets tend to spend more on green marketing.
• Internet tops green marketing media. By far the most popular medium for green marketing was the Internet, with 74.2 percent of respondents having spent money online, followed by print (49.8 percent), direct (40 percent), outdoor (7 percent), radio and TV (7 percent) and mobile (6 percent).
• Marketers that track marketing spend and its relation to sales believe people will pay more for green products. When asked if customers would pay more for green products or to a green company, it was the direct-oriented media that showed the more positive results.
• Define their sustainability strategies,
• Deliver a positive, sustainable image,
• Gain credibility, trust and respect, and
• Measure the results of their green initiatives and actions.
Gail is a nationally recognized speaker on a wide range of subjects and brings enthusiasm and a unique blend of experience to the podium. As an industry analyst and journalist contributing to publications in the United States, Canada, India and Brazil, she has covered a number of beats, particularly sustainability in printing and mailing, print on demand, variable data printing and direct mail.