The green marketing space is exploding with new opportunities for brands to make their mark. And itâ€™s no surprise why: According to a study released by Strategic Oxygen, GCI Group and Cohn & Wolfe more than 70 percent of global respondents said they â€œprobablyâ€ or â€œdefinitelyâ€ would increase their preference for a brandâ€™s green products if they were convinced of the positive impact on the environment and business. Almost 60% said they would expect to pay a premium for green products.
Brands that ignore the move towards greener practices (or exaggerate their sustainability efforts) do so at their own peril. Increasing numbers of watch dog sites such as the â€œGreen Washing Indexâ€ evaluate brandsâ€™ environmental marketing campaigns for their authenticity.
But how exactly can brands participate in the â€œgreenâ€ conversation online, showcase their sustainable efforts and products, and drive traffic to their online sites and physical stores in this space? Continue reading “8 strategies for reaching eco-minded customers”
Contagious magazine’s Special Report on Goodvertising points to the use of the environment, corporate social responsibility, ethical investment, fairness and community health and well-being as current trends in advertising. The reason that these trends in ad campaigns continue to gain popularity is clear: The results of an online poll by Harris Interactive showed that despite the economy, 73% of consumers said they still buy green.
Agencies and brands get in the green
You don’t have to have a drop of confidence in any reports about melting polar ice caps to move green practices to the top of your company’s must-do list. In fact, government regulation may soon be the next biggest reason to clean up. The U.K.’s Carbon Reduction Commitment will be implemented in 2010. And 63 of the respondents to the AMA/FH study believe that new U.S. presidential administration policies will further accelerate the adoption of corporate sustainability programs. Continue reading “Is going green a strategic imperative?”
Hey, it is Earth Day! Happy Earth Day!
If you are wondering how to celebrate this big old planet of ours that we’re all a little (or a lot) concerned about, check out the IPG Lab’s article on Ad Age’s Good Works blog: Is Going Green a Strategic Imperative? Written by Lab Staff Associate, Alicia Walter, the article examines some of the confusion, challenges and rewards of developing a Green or Sustainable marketing strategy for brands…AND agencies. See which agencies are leading the way, and why it’s driving new business. Read More.
Green initiatives are an important point of differentiation for your customers. A study by Greenfactor found that “More than 70% of global respondents said they “probably” or “definitely” would increase their preference for a brand’s green products if they were convinced of the positive impact on the environment and business. Almost 60% said they would expect to pay a premium for green products.”
With this in mind, here are four customer questions that brands need to answer about their company’s green practices: Continue reading “Four R’s for the green marketer”