2008-02-25T09:59:00.000-08:00

What is Green Marketing?

Green marketing is the advertising of a product that is sustainable when it is produced, consumed, disposed of, or any of that combination. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising.

Characteristics of greener products in detail as follows:

Capable of lessening global environmental problems, for example, reduce CFC and CO2 emissions
Energy efficient
Non-polluting
Easily repairable
Designed to last or to be re-used or recycled
Have minimal packaging
Manufactured from renewable sources
Wherever possible, manufactured from locally obtained materials to minimize transport costs
Designed to satisfy a genuine human need
Provide sufficient information on the label
Not containing harmful substances
Not tested on animals.

Why is it important?

Climate change is dramatically rewriting the rules for business, investors and consumers worldwide, affecting more than $100 billion in annual capital flows, a new report says.

Global spending on renewable energy sources such as solar, wind, hydro and geothermal soared by 27 per cent to an estimated $66 billion last year, following a 33 per cent jump in 2006, the annual Worldwatch Institute State of the World report said. Investment in carbon trading nearly tripled in 2006, to an estimated $30 billion.
(Sydney Morning Herald)

Consider these statistics:

Forty million tons of toxic trash trades globally every year
Ozone hole over Antarctic is back and bigger
According to Time magazine, "3.4 million people die each year from water-related diseases"
The State of World Population reports, "air pollution kills an estimated 2.7 million to 3.0 million people every year"
Every recycled ton of paper saves approximately 17 trees
Recycling paper also reduces air & water pollution due to paper manufacturing

History

There have been many significant changes to the environment. Many scientists agree that the damaging causes to the environment are created by human activities. With the signing of the Kyoto Accord and the recognition of Al Gore's movie "An Inconvenient Truth," the entire world is recognizing the need that a change in behaviour is needed when it comes to the environment. As society becomes more concerned with the natural environment, businesses have begun to modify their behavior in an attempt to address society's "new" concerns. The most recognized tool of green marketing and advertising is the use of the ENERGY STAR logo on products.

ENERGY STAR is a joint program of the U.S. Environmental Protection Agency and the U.S. Department of Energy helping us all save money and protect the environment through energy efficient products and practices.

Results are already adding up. Americans, with the help of ENERGY STAR, saved enough energy in 2006 alone to avoid greenhouse gas emissions equivalent to those from 25 million cars — all while saving $14 billion on their utility bills. There are many products that use the Energy Star logo to promotes its energy efficiency.

The current state of Green Marketing

According to Jacquelyn A. Ottman, (author of Green Marketing: Opportunity for Innovation) from an organizational standpoint, environmental considerations should be integrated into all aspects of marketing — new product development and communications and all points in between.

The environment is at the forefront of consumers' consciousness. News organizations, the government, not-for-profit ogranizations, non-government organizations (NGOs) such as Greenpeace and the David Suzuki Foundation and the grassroots community level organizations are pushing for the need to be more sustainable. It's everywhere. There have been an influx of companies and businesses marketing their "greeness" of their products and services.

Vehicles are the biggest source of carbon emissions and companies such as Toyota, Honda and Ford are developing and advertising more fuel efficient hybrid vehicles.

The government of British Columbia is the first jurisdiction in North America that will be charging a consumer-based carbon tax. People are able to purchase carbon credits to offset emissions.

The future of Green Marketing

I don't think that Green Marketing is a trend or fad. It's going to continue as long as significant impacts to the environment continue to exist. Having the need to be sustainable or carbon neutral and reduce the environmental impact or carbon footprint will be part of our daily lives.

There will be some flaws. Businesses will manipulate the situation by labeling themselves as green when they really aren't. There still aren't official or regulated standards when it comes to green marketing. There are standards such as ISO that can implement something more significant, but until then, consumers will have to do their research and be aware of these companies.