How to Go Green With Your Marketing This World Environment Day (Fri 5th June)
By Kat, 4 months ago (4 min read)
With World Environment Day just around the corner on Friday 5th June, many of us will be taking a step back to appreciate the wonders and beauty that Mother Nature has given us, especially as 2020 marks its 50th anniversary.
From a business perspective, this day also offers an opportunity to go green with your brand marketing, demonstrating your vision to work towards creating a greener, more sustainable future for your business, your consumers and most importantly, the planet.
Of course, this commitment isn’t just something that happens overnight – it takes research and strategic planning to formulate an effective eco-friendly focused marketing campaign. This is where we come in. We’ve put together some ideas on how you can take the right steps towards going green with your marketing this World Environment Day – from sourcing inspiration from already successful campaigns to establishing what will work for your specific niche.
Source your inspiration
Green marketing is becoming more and more widespread as brands all over the globe look to own their social and environmental responsibility, while promoting the inherent benefits their products or services can bring to consumers who want to do the same.
On the road to green marketing, finding inspiration from major brands is the ideal place to start. Take coffee giant Starbucks for instance, who has given its business a green edge by committing to open 10,000 LEED certified stores by 2025 and banishing the use of plastic straws by the end of 2020. This bold mission not only acknowledges the potential environmental issues present within the global coffee take-out industry, but also finds ways to positively address and reduce these impacts.
Ikea is another successful brand that actively promotes eco-friendly practices, which include planting millions of trees, responsible waste disposal (with only 15% going to landfill) and 90% of its buildings using solar panels. Coupled with their compelling online content and in-store marketing that promotes sustainable home interior design to their customers, Ikea successfully encourages consumers to echo the company’s eco values in their own lifestyle choices.
For a more immediate reaction, leveraging compelling visual content and a simple call-to-action like clothing brand North Face’s Explore Mode YouTube video is a humble concept that instantly strikes a chord.
While the same tactics may not be applicable to your niche or feasible from a budget and resource perspective, you can use these ideas as the inspirational spark to find what works for your brand and more importantly, taps into what your consumers want.
Taking a greener approach to your marketing and business practices can help align your brand with what consumers are looking for. One recent survey showed that while costs and convenience are still main drivers of purchasing intent, sustainability isn’t far behind – with 47% of internet users no longer buying products that aren’t in line with their personal values.
Another survey revealed that some of the top environmental issues consumers feel are the most pressing include plastic waste and climate change, so addressing these elements within your business operations and products could help to establish your brand as a viable eco-friendly alternative.
Find what works for you
In order to find the right green marketing strategy that works best for your business and clientele, you need to get realistic about what you can do to reduce your impact. Start by reviewing which factors within your business you actually have control over and the ability to change.
This could be streamlining production processes to consume less fossil fuel or opting for a greener mode of last-mile delivery. Alternatively, are there switches you can make to your products that could up their green credentials such as swapping from single-use plastic to recycled packaging to reduce waste? Or locally sourcing product ingredients or components to reduce transportation emissions?
Identifying some key areas where you can make positive eco-friendly changes will form the basis of your marketing campaign and how you promote these positive steps to your target audience.
As part of this process, conduct keyword research around sustainability and your niche, too. This will pinpoint what people are actually searching for in relation to your products or services, arming you with the knowledge you need to ensure you’re making the right changes to satisfy their search queries.
Promote your efforts
Whatever changes you make as a business to become a greener organisation, be sure to shout about it in the right places – ensuring your suppliers, customers and everyone in between recognises your efforts.
Social media is an obvious place to start getting the word out. Whether it’s product promotions shouting about your new 100% recycled packaging or a company-wide commitment to reducing waste in the workplace, harnessing the power of social media will be key to building brand awareness.
Bolster your online marketing efforts by updating your website content to reflect your environmentally responsible stance. From creating a landing page dedicated to sustainability (a la Ikea) to eco-friendly focused blog posts and adding relevant sustainable certifications to your website’s homepage, take every opportunity you can to reiterate your green values – without seeming too self-serving.
Giving your business and marketing campaigns a green makeover could be just what your brand needs to gain that coveted customer loyalty and if you need a helping hand when it comes to devising an effective strategy, why not get in touch with the experts at Land Digital? With a team of highly-skilled digital marketers at your disposal, we’ll help you cultivate the right approach that nurtures a positive brand image in the online community.