Marketing has opened our eyes to a greener planet

The marketing world has never been so green!

Do you have a green thumb? In recent years, we increasingly lazy humans have actually sat up from our mindless television shows and begun listening and actioning practices that will make our planet a better, cleaner and healthier place.
Expressing this idea of environmentally friendly practices, tools and knowledge is and can only be portrayed and communicated by one theory and that is - Marketing.

When you think about it, Marketing has grown and developed into an element that is needed by not only businesses but to consumers and societal groups too. Marketing has paved the way in creating a more environmentally friendly, recyclable and green-thumbed society. Increasing the utilization of technology and decreasing the use of materials like plastic and paper. But don’t get me wrong, there is still a big way to go in terms of our plastic and paper material consumption.

After watching a recently new Australian documentary on our planet and current horrific matters like climate change, I began to wonder and prosper the idea that marketing could all turn us into a real green thumb. But not any green thumb, but a caring, innovative and modern green thumb.

Marketing leads to being environmentally friendly

Marketing serves as a form of education to enlighten us of the issues we face in our modern world. As our society becomes more environmentally conscious, firms are using marketing platforms to communicate themes of sustainability towards a greener future to their customers.

Long gone are the days where NGOs were the only firms that communicated with us through marketing about the environment. Companies are generating campaigns based purely on environmentally sustainability; changing their packaging or materials to be fully recyclable or ethically sourced, decreasing their contribution to greenhouse emissions or water usage, or simply contributing a margin of their profits to environmental practices and we think this is great.

Firms are using their voice to inform us about sustainable environmental measures. We are more informed, and we, as environmentally conscious individuals are likely to be swayed by a firm that communicates a message of sustainability.

A two-way relationship

As consumers, we need to look for environmental messages that are informative, truthful and genuine. We need to ignore when firms use environmental campaigns as window dressing and praise the firms that are making a positive difference.

Marketing is a construct that can literally transform society and that is what we are seeing today. Our desire to be green thumbs is reflected in the messages of company’s around the world.

Every day, firms are becoming increasingly environmentally conscious, and our desire to protect our planet continues to grow. The future of our planet is everybody’s business, and we can learn a lot from firms who continue to take measures to reduce their environmental imprint, including those who preach it through marketing.

Marketing is a powerful tool, and as we continue to see, it can literally transform beliefs, ideas and perceptions. Marketing informs us of the huge environmental issues of our world; climate change, waste, deforestation, greenhouse gases, pollution, and serves us ways we can change the world for the better.

If we can break through the chaos and listen to the company’s that practice what they preach, we can actually learn a lot and be the environmentally conscious consumers we want to be. Marketing is a two-way interaction between firms and consumers, and with firms speaking a language of environmental sustainability, we as consumers should communicate this way too.


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comment ( 1 )
  • Rinaldo
    Rinaldo
    22 May 2019

    An interesting read as I didn't actually think of marketing in this perspective, but it's very true. Consumers tend to respect the brands that are ethically and environmentally positive in their approach. We are slowly lowering the use of posters and other physical forms of advertisements and resorting to more online activity, which definitely does lead to being more environmentally friendly.

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