“97% of adults having adopted at least one sustainable attribute in their behaviour. In addition, take-up of virtually all the greener behaviours is greater than it was 12 months ago.” Mintel, Ethical & Green Shopping report, 2010
The Landscape
Consumers, employees and the media are now more aware of environmental issues than ever before. Just consider the rise in demand for Free range eggs, Fairtrade products and recyclable products, not to mention the recent BP oil spill crisis! To ignore marketing your ‘green credentials’ within your marketing mix essentially means you’re ignoring a core consumer group. Plus it means you are allowing your competitors to exploit an unique selling point that you’re not promoting. Did you know that despite the tough economic climate customers are still buying and using products and services that market their green ethics more than mainstream products?
Tap into the Green Pound
There are a lot of businesses that are jumping on the green bandwagon, badly. If you’re going to market green aspects of your business or products you need to so carefully to avoid ‘Greenwash’. Consumers and the media are savvy to exaggerated environmental claims to sell products and services. In addition it is important to use language and phrases that will resonate with your target audience and not alienate them. I can help you market your company effectively. After years working in the CSR Team of a large retailer and working for a Sustainability communications agency I know how to promote your brands green aspects without greenwashing.
Green Healthcheck
Think of this as a Green MOT. I’ve created a Green Healthcheck which will summarise where you are currently positioned and how you can strengthen your position. I’ll review your key communication touchpoints, analyse strengths and weaknesses and recommend areas for you to develop. You can then either implement the key points or ask me to work with you to develop them further and implement them for you.
Green Marketing Services
- Green healthcheck
- Green guidelines
- Green messaging review
- Green competitor review
Which sectors should consider this?
Green marketing is a useful service for all sectors and services. However, I’ve found that these sectors in particular are often exposed to consumer and media demand for environmental information from a variety of stakeholders:
- Retail
- Food
- Arts
- Education
- Public Sector
The Adverstising Standards Authority has prosecuted a number of companies due to Greenwashing. Find out more about environmental advertising on the ASA’s site here. Any business or service which interacts with customers directly should consider the Green Healthcheck.
Other Services
Click here for a summary of Core and Specialist Communication Services.
Contact me today to ask for more details.