What is to be done to implement Green Marketing in companies?
Incorporating strategic actions for sustainability, green marketing has helped businesses make a positive impact on them.
One of the most trending and notorious topics that enterprises are currently focusing on is green marketing. Issues like environmental protection, climate change, environmental degradation, sustainability among others are important when considering such an effort.
To talk about this issue and elaborate more on the significance of Green Marketing for business we interviewed Jazmin Garay – Marketing & Operations Manager at Success Constructions LLC. This subject matter expert, who has a track record for developing and implementing successful marketing programs and strategies, says that green marketing trends have gone beyond market trends.
“Green marketing helps companies integrate strategic actions for sustainability, creating more economically sustainable products, services, and technologies, promoting a positive impact on their businesses, and encouraging sustainable economies,” she says.
At present time, companies understand the importance of Green Marketing so they are enhancing waste reuse; using recycling effectively; utilizing eco-friendly technology; improving packaging as well as transportation methods amongst others improvements.
All these changes aim at: practicing environmentally conscious behaviors.
What is the way forward for businesses to adopt Green Marketing?
At a similar vein as the 3Rs of sustainability, according to an authority in this area, a sustainable company must do some things before going green marketing.
“There are three actions. The first action is recycling: material recoveries should be captured and reintegrated into value chains. The second one is waste minimization: circular strategies have to be put into place by companies; such as repairing, refurbishing, remanufacturing and recycling. Lastly, there is reuse: packaging should be kept constant in order to develop products that can be reused; hence giving value to the product as well as its components that may work completely in different product chains,” she adds.
On a related note, the expert highlights the importance of underpinning ecological impact factors and limitations when incorporating this kind of marketing approach within a firm’s operations. “Some environmental issues have become important because both corporations and consumers have greater awareness.” Green marketing is best exemplified by a move towards more ethical and sustainable business practices. As Jazmin noted, the importance of this cannot be overemphasized as an increasing number of buyers want ethically sourced products.
