Since the beginning of time, humans have been at the mercy of the Earth and its resources. Today, as these resources become scarcer, companies are facing enormous amounts of pressure to develop sustainable business practices. However, despite the pressure companies face the challenge of living up to the general public’s expectations. Society wants to be able to buy goods at a lower price, choose between how they are green, and for companies to be genuine in their sustainability efforts.
The following video touches on the idea of how companies can present their “greenness” to consumers in a way where they will be more perceptive.
This video suggests that companies need to not bombard consumers with the fact that they are practicing green innovation, but rather create a dialogue. Today, there are many different social media sites like Facebook, Twitter, Linkedin, and various site that host blogs where companies can interact with their consumers. This interaction allows for consumers to know about their green practices, but also makes consumers feel like a company is being sincere in their green efforts, which translates into more trust and a stronger connection to a company. This idea is reinforced though Ottoman’s, The New Rules of Green Marketing. Here she says that “The brand consumers buy and trust today educate and engage them in meaningful conversation through a variety of media, especially via websites and online social networks”. Creating this relationship and feeling like a company is being sincere in its efforts will not only make consumers see the company in a most positive light, but those who can afford to live greener lifestyles will be more willing to pay a price premium for goods they think are good for the environment.
However, not everyone is willing to pay a price premium for goods. This video shows that in the end, non-organic or organic food will be bought by those who feel they fit their lifestyles, respectively.
Even though not every consumer is willing to pay a price premium or live a completely organic life style, many still think it is important for companies to be green. This is because companies do things on a much larger scale than the individual consumer.
As an increasing amount of companies turn to green practices, more and more will jump on the bandwagon as being green becomes the norm for corporations.
By @afisher7007 @jdally4 @ycq321 @xulinsen
On Thursday August 1 our group Twitter conversation focused on issues related to green marketing. We included links to articles related to the success or failure of green marketing campaigns. Followers were asked their opinions on how purchasing green products made them feel and how willing they were to pay a premium for those products. Students were engaged in the conversation sharing their own insights about green marketing. Some of the more memorable responses are listed below:
#mktg420 #greenmarketing What does everyone think about green marketing? Effective or not?
- @brenschader4h think its a downfall for stores. Carrying bags from other stores to carry your groceries… Loss of marketing #mktg420TR
#Mktg420tr #Group7 #TwitterChat today, we’re talking about green marketing. To start it off, does anyone in class use green products daily?
#mktg420tr How much more are you willing to pay for “green” products? Does purchasing green products make you feel better about consumption?
Class members also Tweeted out their own examples of green marketing campaigns and we were able to facilitate conversations with them. Some examples can be seen below:
@Origins uses natural and organic ingredients in their skin care and cosmetics #greenmarketing #mktg420TR
@RachelBuckley21 @Origins yep, it’s good for skin
Biodegradable cigarette filters embedded with flower seeds… yeah you heard that right. http://dzinetrip.com/biodegradable-cigarette-filters-cigg-seeds-by-ben-forman/ … #mktg420tr #prettysweet
We posted links to several stories the day prior to our conversation management. We added additional article links at the beginning of class. Students were encouraged to click on these links to perform more research related to our topic of green marketing.
Here are links to the articles that we shared in class:
Green marketing towards younger people
5 Reasons Green Marketing is Going Nowhere
Microsoft Sustainability Initiatives
Levi’s Goes Green
Top 50 Global Green Brands