Essay on Helping Green Marketers Make More Green

2134 Words 9 Pages
Helping Green Marketers Make More Green
In this constantly changing economy, companies are continuously looking for new ways to set themselves apart from their competitors. In recent years, environmental, or “green,” marketing has become a new trend. The movement first started in the 1970s during the hippie movement in which consumers began to express concern for the preservation of the environment (Jenkins and Kähler). On top of this increasing environmental awareness, now consumers are also beginning to care a lot more about what goes on behind the scenes in the companies that they buy from. People want to support companies with a conscious. According to the Salem Press Encyclopedia, the definition of green marketing is “The touting of
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One of the biggest blunders of environmental marketers is that they fail to explain properly what “green” effects their products actually have. For example, in 1994, Whirlpool launched the first CFC free refrigerator and won awards for its innovation. However, these groundbreaking appliances did not sell because customers did not know what CFS are (Gokarn). Often environmental issues are more complicated than what the average person can understand. Gina Lovett claims that “The issue of being Green … means different things for different companies, as well as for the public”. For example, in her article she mentions how Aveda, an environmental body care company, focuses on “How product ingredients are sourced, conserving water, minimizing energy consumption, managing waste properly, [and] looking at minimal packaging and ethical manufacturing” while other companies simply produce products that are beneficial to the environment (Lovett). It is imperative for a marketer to clearly illustrate exactly what benefits the product has if they choose to make the “green” aspect of the product their main focus because otherwise, consumers will have no idea what the product stands for, and thus, not buy it. It has been proven that people who are more informed about issues tend to buy green products more often, (Galbreth and Ghosh) so it is the marketer’s job to run campaigns that not only promote a product, but also

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