You’re on a mission to build your reputation as an eco-friendly business that promotes sustainability. But there’s more to it than banning plastic in your packaging.
How do you introduce this eco-friendly business concept to your customers, and what’s the proper way to implement green marketing?
What is green marketing?
Green marketing involves advertising your products, services or operations as eco-friendly or environmentally safe. This type of marketing appeals to environmentally conscious Filipinos and opens the doors to more sales and higher profitability.
The Washington Post published an interactive feature about the Philippines’ plastic problem. The country now produces one-third of the world’s oceanic plastic waste, primarily because of the “sachet economy” that compels Filipinos to buy products in small quantities.
But while it seems like the cheaper option, it’s actually costing our environment a lot more.
You can play a part in alleviating this problem by promoting sustainable business practices and eco-friendly products.
Also read: Be An Eco-friendly Online Business in Small Steps
How can your brand benefit from green marketing?
Do the benefits outweigh the cost of implementing a green marketing strategy? Let’s take a look at why it might be good for your brand.
Build an eco-friendly brand reputation
A Pulse Asia survey showed that 83% of Filipinos are inclined to purchase products and book services from eco-friendly brands. That’s roughly 8 out of 10 Filipino consumers that are eager to support businesses with environmentally-friendly products and operations.
Given this information, your green marketing efforts already have a greater chance of being warmly embraced by the target market, and the push for green marketing will put your business on their radar.
Take advantage of this collective interest in sustainability to implement environment-friendly solutions and build an eco-friendly brand reputation.
Promote cost-effectiveness in the long run
It might seem like switching to eco-friendly business practices costs a lot. But if you compare the initial expenses with the long-term benefits of going green, you might find that it’s actually more cost-effective.
For example, you can save more by using recycled materials for your packaging. This is likely to reduce production cost and allow you to ease up on your operational expenses.
Also, considering the demand for sustainability from Filipino consumers, you’re likely to get a boost in sales and revenue.
Protect the environment in any way you can
At the end of the day, green marketing isn’t just some type of gimmick that will attract consumers and keep you updated with the latest trends. It can actually be your contribution to a greener, healthier and overall better environment.
Your business can’t eradicate global warming or the plastic problem single-handedly. But you can play a part in reducing waste and shaping a more eco-friendly future for all of us.
Green marketing strategies you can implement
Promoting green marketing in the Philippines isn’t a business decision that should be taken lightly. Here are eco-friendly business practices you can consider:
Use eco-friendly, recycled packaging. The switch from plastic packaging to recycled packaging is a seemingly minor change, but it does wonders in maintaining eco-friendly operations.
You can also ask your courier partner to use your own packaging for shipping, instead of rewrapping your parcels in plastic pouches. Ninja Van offers this option to our shippers.
Here are more Sustainable Packaging Options for An Eco-friendly Brand
Issue electronic receipts via email or SMS. Skip the printed receipts and provide email and SMS options for consumers. This also helps you save on the cost of paper and other print materials.
Practice and promote responsible waste disposal. Green marketing isn’t entirely about what your customers can see. It should also trickle down to waste disposal and other operational efforts.
Create and implement a green brand positioning. Be straightforward and create a green brand positioning that lets consumers know your advocacy.
What is green brand positioning?
Green brand positioning refers to the strategic positioning of a brand as environmentally friendly and committed to sustainability.
It typically involves several elements:
Sustainable Products. The brand offers products or services that are designed and manufactured with sustainability in mind.
Environmental Commitment. The brand communicates its dedication to environmental sustainability and showcases its efforts to minimize its environmental impact.
Transparent Supply Chain. The brand provides transparency about its supply chain, ensuring that its products are sourced ethically and responsibly. This includes promoting fair trade practices, ensuring worker welfare, and minimizing negative environmental impacts throughout the supply chain.
Social Responsibility. In addition to environmental considerations, green brand positioning may also include a focus on social responsibility, including supporting local communities, engaging in philanthropy or championing social causes related to sustainability.
Consumer Education and Engagement. Green brands often educate consumers about the importance of sustainability and provide tips for leading more eco-friendly lifestyles.
By positioning yourself as environmentally friendly, you can attract and retain consumers who value sustainability and are willing to support companies that prioritize environmental responsibility.
However, it’s important to back up your positioning with genuine environmental efforts and avoid greenwashing.
What is greenwashing?
Amidst the growing interest in green marketing strategies, you have to be careful about greenwashing. This is the act of providing Filipino consumers — or your investors — with false or misleading data about the environmental impact of your products, services or operations.
Greenwashing may also occur when a business puts greater emphasis on eco-friendly or sustainable aspects of their products or services in order to hide or overshadow their environmentally harming practices.
Some examples of greenwashing include misleading labels, hiding tradeoffs and the use of environmental imagery.
Avoid accusations of greenwashing by backing up your sustainability claims with verified information and details.
Begin your green journey today!
You don’t need a huge budget or shake up your entire business model just to implement a green marketing strategy. Your potential success can start with seemingly small efforts like switching to recycled packaging and electronic receipts.
It’s only a matter of consistency with your efforts and, of course, your brand’s willingness to embrace and adapt to future trends.
What are you waiting for? Implement your sustainability strategy and be at the helm of green marketing in the Philippines today!
More sustainability blogs to inspire you:
Dermtropics on Business Efficiency & Sustainability
10 Inspiring Filipina Social Entrepreneurs
Why become a social entrepreneur
