Green advertising and marketing as a necessity: individuals need sustainable manufacturers

after a Study by Dentsu International and Microsoft Advertising, over 77% of people around the world say that five years from now they will only want to spend money on brands that promote sustainable advertising. Besides that, 91% of people want brands to show they are making positive choices for the planet.

But what does this have to do with digital marketing and what effects does it have on companies and their consumers?

Green marketing and its relevance for companies

Green marketing is a strategy that is based on Development of sustainable measures and improving services and products that reduce the effects of climate change.

This strategy has grown in strength and importance in recent years due to the steady advance of global warming and has had sad consequences in different parts of the world, such as: Floods in China, Water scarcity in Colorado reservoirs, and Forest fires in the Amazon.

To the detriment of these and many other events, consumers are increasingly aware of the environmental impact of their actions and, in particular, of the actions of companies. That’s what Study by Microsoft Advertising and the agency Dentsu International says:

“Consumers blame governments (51%), companies / brands (43%) and the advertising industry (41%) to themselves (36%) for decarbonising ads and blaming companies for how they view the advertising they consume experience. ”

Hence, people are becoming more and more demanding on:

• What they buy
• Who they are buying from
• How it affects their lives and the environment

These considerations are made by the consumer before deciding to buy a solution and have a direct impact on the brands because 3 in 10 people are willing to pay more for more sustainable alternatives for products and services.

How can this data affect companies and brands?

As greater environmental awareness is propagated, Green marketing is no longer an option but a necessity.

As an example, I will cite the case that happened to a couple of friends who own a popular restaurant in my town. As local entrepreneurs for over 3 years, they have always been concerned about sustainability, using biodegradable and recyclable packaging and constantly improving their products.

However, at one point, during the most critical moment of the pandemic, they struggled to get these packages from their vendors and they had to resort to plastic and styrofoam to deliver these orders.

To the surprise of the owners, they received several complaints and several negative reviews about delivery apps and on the company’s social networks from even the most loyal consumers.

Thanks to good management, the owners were able to solve the problems without major losses. This short but real case not only warns of the direct effects of green marketing measures, but also illustrates one of its greatest advantages: Customer loyalty and loyalty.

In the book Customer success from Dan Steinman, Lincoln Murphy and Nick Mehta, we can see the concept of two types of public loyalty: behavioral loyalty and attitude loyalty.

Behavioral or intellectual loyalty indicates that a customer is only loyal because they need it, and the scarcity of other solutions makes them loyal to the brand out of necessity. Attitude or emotional loyalty, however, concerns customers who are loyal because they love the brand, find similar values ​​and identify with the company.

And green marketing is directly related to hiring loyalty as these are the most valuable consumers who not only become loyal customers but are willing to pay more for solutions and most importantly, become brand promoters for their network of friends and family.

What can you expect from green marketing in the next few years?

Although the practical example of a green marketing strategy is specific to physical products, sustainable action can also be applied in the digital environment and should be considered as early as 2022.

According to the study “The Rise of Sustainable Media”, more than half of consumers were willing to switch to brands with more sustainable alternatives. 3 out of 5 people will start boycotting companies that do nothing about climate change.

However, caution is advised when implementing these strategies, because sustainability must not just be a message, it must be lived transparently and in harmony with the brand values, so that speech and action always fit together.

If you want to see some examples of good practice and better understand how to incorporate green marketing into your 2022 strategies, I recommend you take a look These 5 examples of innovative green marketing.

Hope you enjoyed this article and started planning your strategies for 2022 by incorporating green marketing not only into marketing and sales promotions but also into the company culture as a whole.

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