“GREEN MARKETING:
Strategies, Tools and inspiration
for sustainable branding during
COVID-19 pandemic”
A seminar through web
by: NEFAEL F. LANCIOLA, CPA/MBA
January 7, 2022
10:00 – 11:00 A.M.
Resort manager - Jade Energetic Paradise and
Adventure Corp.
Brgy. Cabayogan,
Badiangan, Iloilo
GREEN MARKETING - the process of promoting
products and services based on their
environmental benefits. It may be
environmentally friendly in
themselves or produced in
an environmentally
friendly way.
GOALS OF GREEN MARKETING
1. Implementing sustainable business practices
2. Demonstrating social responsibility
3. Reducing expenses
4. Demonstrating how safe
and mindful products
or services are
Features of Green Marketing
Helps to produce eco-friendly products
Products focuses on wastage minimization and
proper resource planning
It helps in sustainability of environment
Contributes for reduction of various
green house gases in the
environment.
Benefits of Green Marketing
Promotes that your company uses sustainable
materials or offers energy-efficient products
or that your packaging is 100% recyclable.
These appeal to consumers and also save
your company money.
SUSTAINABLE DEVELOPMENT PILLARS
All development projects or ventures
should be:
1. Environmentally sustainable
2. Socially just
3. Economically viable
Sustainable development emphasizes the
enhancement of environmental, social and
economic resources, with all three of them
being critical to meet the needs of current and
future generations. Sustainability remains the
vital long-term goal, but the Green Economy
is describing a pathway to sustainable
development.
The Green Marketing Mix
A model green marketing mix
1. Product
2. Price
3. Place
4. Promotion
The Green Marketing Mix
Additional social marketing “P’s”
1. Publics
2. Partnership
3. Policy
4. Purse Strings
IMPORTANCE OF GREEN
MARKETING
Green marketing is also known as
environmental marketing or sustainable
marketing. It refers to all activities that
facilitate any exchange intended to satisfy
human needs and wants in such a way that
the satisfaction of the said needs and wants
occurs with the minimum detrimental
impact on the natural environment.
Why is it important to be green?
Going green reduces air pollution and
environmental toxins that could affect our
body’s immune system that fights
infections, and that could expose us to
diseases and fatal illnesses. Another
advantage of going green is that it helps
decrease the number of pollutants released
to the environment.
How do you do green marketing ?
1.
2.
3.
4.
5.
6.
Use recycled materials in product production.
Use green energy
Reduce production waste
Use eco-friendly methods
Buy/sell locally
Reduce product packaging
Green Products:
1. Products with are recyclable, reusable and
biodegradable in nature
2. Product with natural ingredients
3. Product containing recycled contents, non toxic
chemicals
4. Product contents under approved chemicals
5. Products that do not harm or pollute the
environment
6. Products that will not be tested on animals
Examples:
- Lead Free Paints from Kansai Nerolac
Kainsai Nerolac has worked on removing hazardous
heavy metals from their paints.
- Wipro’s Green Machine – Wipro Info Tech
was India’s first company to launch environment friendly
computer peripherals. Wipro has launched a new range of
desktops and laptops call Wipro Greenware. Thus reducing
e-waste in the environment.
Green Marketing Ideas to Promote EcoFriendly Small Businesses
1. Show your business care about the environment
by focusing on green product advantages and
eco-friendly business practices in your
marketing messages and strategies.
2. Create an Eco-Friendly Selling Point
3. Brand with Green Logos or Insignias
4. Print on Recycled Paper
5. Invest in Online Marketing
6. Promote Local Vendors
HOW TO INTEGRATE GREEN MARKETING
INTO YOUR OVERALL BUSINESS BRAND
MARKETING STRATEGY
- Communicate your green message through advertising
- Promote green aspects of your company through content
assets at all points of customer contact
- Initiate market research and visualize the results to educate
consumers and recommend green improvements to your
niche
- Partner with like-minded businesses for cross-promotion
- Support eco-friendly programs and corresponding
community initiatives
- Focus on green production
Ways to Ensure the Achievement of
Economic Goals Though Sustainable
Business Amidst Crisis
1.
2.
3.
4.
Get creative to advance sustainability amid crisis
Adapt to a new world
Work with governments to ignite a green recovery
Take note that corporate resilience becomes
supercharged
5. Double down on environmental, social, and
governance (ESG) performance
6. Harness new business models and practices
7. Seek out sustainable value in deals
EXAMPLES OF SUCH STRATEGIES
-
Creation of environmentally friendly products
Packaging your products in a sustainable way
Leveraging sustainable business practices
Promoting the green benefits of existing products
Using recycled materials in production
Harnessing green energy
Reducing production waste
Using environmentally friendly methods
Buying or selling locally, reducing transportation
Reducing packaging
Making reusable or recyclable products
THE NEW RULES OF GREEN MARKETING
1 Get a certificate
There are different certifications for business
Sustainability. Explore the various certification
options and determine which one is available and
appropriate for your product.
THE NEW RULES OF GREEN MARKETING
2
Talk about the “green” status
Once a company is certified and became a
proven green advocate, it should be announced by
blogging, posting on how to be green on social media,
adding certifications to your website and more.
THE NEW RULES OF GREEN MARKETING
4 Support green programs and initiatives
When your company plans to donate to charity
or support local programs and initiatives, make sure
you choose truly green organizations. This will help
build consistent brand positioning and support a cause
you care about.
THE NEW RULES OF GREEN MARKETING
3 Make sustainability a part of the company’s
culture
Incorporate environmental practices into the
company culture. Every employee needs to know that
you want to make things as ecologically friendly as
possible.
THE NEW RULES OF GREEN MARKETING
4 Support green programs and initiatives
When your company plans to donate to charity
or support local programs and initiatives, make sure
you choose truly green organizations. This will help
build consistent brand positioning and support a cause
you care about.
The shutdowns of companies resulting
from COVID-19 pandemic are not just
temporary; recovery will take time, and the
aftershocks will fundamentally reshape
industries and society. As the economy is
relaunched, it is vital that companies
seek to build back better and,
in doing so, help society
overcome the existential
treats of any environmental
change and nature loss.
THANK YOU