GREEN. GREEN. GREEN.
Green marketing is essentially a way to brand your marketing message to capture a bigger audience. Focused on appealing to peoples desire to choose products and services that are more eco-friendly, green marketiers can appeal to a wide variety of issues; saving water, reduction of greenhouse gases, cutting toxic pollution, cleaning indoor air quality or being easily recyclable. It has been proven that when put side by side with the competition, the more environmental marketing claims your product or service can make, the more likely a consumer will select it, provided the price isn't too much greater! The green market place is one that's growing exponentially right now and will only continue to do so as governments enact more environmental laws to reduce carbon emissions.
Non-profits have paved the way with some of the most successful green marketing campaigns, using creative images and innovative tactics to capture the attention of their audiences. Below, Denver Water set up billboards and benches across the city to raise awareness around water conservation in the semi-arid mountain city.
World Wildlife Fund used the innovative add campaigns below in an effort to raise awareness around the realities of pollution.
Green marketing is now joing the digital revolution. Recognizing that social marketing campaigns are the life blood of any social cause, environmentally conscious organizations such as; Twestival for Charity Water and StopGlobalWarming.org have produced some of the most compelling campaigns.
Twestival (twitter + festival) for Charity Water was organized solely through twitter. The aim was to raise awareness and funds for the global water crisis. Prior to the event many people didn’t even know that the rest of the world was facing water shortages. The event was so successful, raising over $250,000 and so far over 55 wells have been built and over 1,7000 people served.
The StopGlobalWarmingCampaign.org has been raising awareness about the causes of our planet heating up through virtual marches by celebrities like Leonardo DiCaprio, Bon Jovi, Kobe Bryant and the Blue Man Group. The campaign is centered around encouraging soceity to live greener lives and to be aware of their carbon footprint.
Social media alone has been responsible for some of the biggest and most successful campaigns of our time. The power of social media is that not only can you touch so many lives, you can get them on a more personal level. This is absolutely necessary when talking about galvanizing people around global warming issues.
Green businesses are slowly taking the leap and embracing social media marketing. Whether you are selling eco-friendly cinematography, fashion or wind turbines, you can use social media to interact with your target audience and, eventually, create new sales opportunities.
