Over the past 50 years, the average global temperature has increased at the fastest rate in modern history. Global warming occurs when carbon dioxide(CO2) and other air pollutants and greenhouse gases stumbled in the atmosphere and absorb sunlight, solar radiation and bounced back to the earth’s surface. This radiation normally should escape into vast space. The pollutants stuck in the atmosphere, emulating the heat and cause the planet to get hotter. That is the simplest explanation of what we known as green house’s effect.
Today, every business corporations definitely plays the important role to drastically reduce its impact on the environment during manufacturing, distribution, raw materials, energy use and others. The company’s concern for the environment is carried out by implementing an environmentally friendly marketing concept. This concept is commonly called green marketing. In 2014, American Marketing Association, defined green marketing as marketing a product that is assumed to be an environmentally friendly product. Meanwhile, the further definition of a green brand is explained as an identifier of the construction chosen by the owner in the form of logos, names, symbols, characters, and its stuff which can be distinguished from other similar products and services based on their commitment to environmental conservation. Green brands is a brands that are committed to environmental preservation which also aim to affects purchasing decision. As written in Philip Kotler’s 2008 books, purchase decision has relation with the expectations and became the highest level which affect one’s feelings after comparing the results with previous expectations and formed after making a purchase.
Due to the pro-environmental friendly activities and the rising of environmental awareness, it grows consumer interest in green products, and also willing to pay for green features. As the trend shifting, business corporations should follow this lead because they will be left behind by regulation and customer demands if they don’t follow. Green marketing impacted the green consumerism and consumption towards green product. This statement also support the benefits both the business and the consumer. Consumers tend to be drawn to businesses that share their personal values, and look more favorably on businesses that are doing their part for the planet. Because of this, everyone from small business owners to major corporations are seeking ways to create and promote a green sustainable business models or campaign.
So as a business practitioner, what do i benefit from all of these‘greener’ campaign? Branding your business as green company or having green products packaging, both in advertising can create brand preference or loyalty and boost sales, profits and public image whatever business you have. As long as you can back the campaign with real quality products and a clear corporate commitment to your extended value, green branding will set yourself apart and be seen as a leader in your field. This also lead you to competitive advantage against your competitor. Green marketers also can qualify green vendors or suppliers with government agencies and businesses which carry the same value.
The neighbor grass is always greener. Going green is always associated with its expensiveness thingy. If you want to dedicate your business into green model like switching to the solar panel this will cost you more and you still get to pay taxes. Using green material in your brand packaging will also requires you to use more greener material which also a little bit more expensive. Or you intended to use less paper on companies documents? Yes, it is possible but are you really willing to stop using paper completely? Paper records, however old-school they seem, still serve as a valuable backup to be electronic documents back ups.
As a branding agency, we believe that greener marketing is easy to follow since we rely much on digital development. There are a lot of ideas from us to apply if you considered to add‘greener’ value to your brands. As example, for advertising we can use social media and reduce the paper spending on brochure and leaflet if its not really that needed. We also able to arrange a thoughtful campaign to give donation to any green campaign or you can start your colleague gathering by planting some trees. And much more ideas to compromise. We don’t have to go full throttle because any effort is a life-time changing. Small steps is still a steps ahead, right?