In the early 21st century, we are witnessing a profound shift in priorities as people demand products and services that are good for their bodies, good for their society, and good for the earth. Some analysts call this new value conscious consumerism. They estimate the US market for body-friendly and earth-friendly products to be more than $200 billion.
In particular, some marketers are picking on a type of consumer they call LOHAS - short for "Lifestyles of Health and Sustainability." This label refers to people who worry about the climate and burn through cash to propel what they see as their self-awareness and potential. These purported "Lohasians" (others allude to this section as social manifestations) are a phenomenal market for items like natural food varieties, energy-proficient machines, and mixture vehicles, as well aswell as alternative medicine, yoga bars, and ecotourism. One organization that tracks this group estimates that they make up about 16 percent of adults in the United States, or 35 million people; The market for socially conscious products is estimated to be worth more than $200 billion. http://www.lohas.com (accessed February 1, 2009).
How widespread is conscious consumerism? In a 2007 survey, eight out of ten consumers said they thought it was important to buy green products and that they would pay more to do so. Corporate responsibility is now one of the key attributes that shoppers look for when deciding between competing brands. Consumer research strongly indicates that this awareness often begins with personal health concerns and then spreads outward to embrace society and the environment.
As expected, advertisers were quick to jump on the green bandwagon. Green marketing, which emphasizes how products and services are environmentally responsible, is very hot. Existing agencies are setting up departments to specialize in green campaigns, and a host of new agencies (with names such as The Green Agency and Green Team) are opening to meet demand.
The advertising industry has the power to radically change people's attitudes and (most importantly) their behaviors as we face the real consequences of environmental pollution. Unfortunately, there's also a very real possibility that he'll "poison the well" as he jumps onto the bandwagon with an overzealous vibe. It is almost impossible to find an advertisement for any type of product, service or company that does not promote its environmental credentials, whether the focus of the advertisement is on detergents, clothing, commercial aircraft or even an oil company.
As a result, complaints about green products being washed or misleading consumers about a product's environmental benefits are skyrocketing. One outrageous example is an advertisement for a fuel-guzzling Japanese sports car that dictates that the car has been "designed and developed in the home of the Kyoto Accords," the international agreement to reduce emissions.
To prevent a green backlash, it is imperative that advertisers act responsibly. There's nothing wrong with touting the environmental value of your product - if the claims are accurate and specific. Or you can suggest alternative ways to use your product to reduce its negative impact - for example, Procter & Gamble runs an advertising campaign in the UK urging consumers of laundry detergent to wash their clothes at lower temperatures.
Ad Houses Must Be Smarter: Customers Demand More and Better Use of Consumer Data, The Web,” The Wall Street Journal, Jan. 2, 2008, B3; Eric Pfanner, “Cooling Off on Dubious Eco-Friendly Claims,” New York Times Online, Jul. 18 (July) 2008, http://www.nytimes.com/2008/07/18/business/media/18adco.html?scp=1&sq=Cooling%20Off%20on%20Dubious%20Eco-Friendly%20Claims&st = cse (accessed July 19, 2008).The FTC offers guidance for evaluating green advertising claims; for example, it suggests that "if the label says 'recycled,' check how much of a product or product package
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FAQ
What are examples of green marketing?
Examples of green marketing include advertising the low emissions associated with a product's manufacturing process, or the use of post-consumer recyclable materials for product packaging.
What is green marketing and its importance?
Green marketing focuses on selling products and services based on their environmental benefits. Its features include adopting sustainable business practices, manufacturing eco-friendly products, implementing eco-friendly packaging, communicating the environmental benefits of products, etc.
What are green marketing tools?
Green marketing approach
Using eco-friendly paper and ink for print marketing materials. Avoid printed materials altogether and substitute electronic marketing. Having a recycling program and responsible waste disposal practices. Uses eco-friendly product packaging.
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