Green Marketing
What is Green Marketing?
It is no secret that people are becoming more conscious of what they consume. Buyers want to know where their products come from and if they are environmentally friendly.
Green marketing by definition is, “developing and advertising products based on their real or perceived environmental sustainability.” We are given the task of deciphering which products are eco-friendly and which are falsely perceived as such.
How to Tell if a Product is Actually Eco-Friendly?
Brands like Lulu Lemon, Zara, and H & M are popular and host campaigns around the concept of sustainability. Ironically, they are still operating under fast fashion practices. They have been called out for making misleading claims overselling their role in sustainability efforts.
On the other hand, Seventh Generation, Patagonia, and Package Free Shop are listed as authentic “green” brands. What’s the difference? They are using recycled materials, using biodegradable packing or none at all. Another way companies limit their carbon footprint is through sourcing locally and reducing transport emissions.
How to Avoid “Green Washing”
“Greenwashing” is the term to describe companies who fake their level of sustainability. This includes making packaging green, placing “all-natural” labels, and using vague verb-age and high price points.
It’s important to be aware of both for the planet and your pocketbook. Take a few minutes to research where the product is made, what type of packaging do they use, and if their workers are fair-trade.
Over time it becomes almost second nature to be able to filter through marketing BS. It’s worth taking time to learn industry tactics because this is only going to become more popular in the upcoming years.
The good news is there are tons of authentic eco-friendly brands to choose from. Shopping local is my personal favorite and finding small-batch designers online. Buying environmentally friendly products is an investment. They tend to be durable and well made. Unlike fast fashion and Walmart style brands that wear down after a few uses.
