As a member, you'll also get unlimited access to over 79,000 lessons in math, English, science, history, and more. Plus, get practice tests, quizzes, and personalized coaching to help you succeed.
Try it risk-freeAlready registered? Log in here for access
Beth holds a master's degree in integrated marketing communications, and has worked in journalism and marketing throughout her career.
When one of the world's largest auto manufacturers decided to launch its ''Gas-Friendly to Gas-Free'' marketing campaign, its message was clear: better fuel efficiency and better processes would mean even better things for the environment. General Motors' advertising and marketing focused on green images of leaves and fields to the delight of many of its customers - until they dug deeper.
Yes, GM was taking steps in the right direction, but the company promoted its small lines of environmentally-friendly vehicles, while downplaying dozens of other gas-guzzling models. Their message in support of flex-fuel vehicles failed to acknowledge the new fuel's potential environmental concerns. Also, their much-touted hybrid models didn't really paint the complete picture of oversized vehicles converted into hybrid form with less-than-optimal gas mileage stats.
However, General Motors is not alone. There are scores of brands and companies out there trying to get into the green marketing game. These brands are enjoying some of the benefits of this marketing strategy, such as better public image, while struggling with its disadvantages, like facing increased scrutiny or absorbing increased costs in new production methods.
Let's take a closer look at green marketing, its benefits, and its drawbacks in this lesson.
It's becoming increasingly common to see a brand tout its eco-friendly, organic, or sustainable products in a marketing strategy known as green marketing. Green marketing takes a brand's appropriate products or services and markets them in a way that calls attention to their positive environmental benefits. Like any marketing strategy, green marketing has its advantages and its drawbacks. Let's consider what these might be.
Companies that boast new products, services, processes, or procedures that shine a light on their attention to environmental or social issues are in for some positive benefits. Consider the following advantages to green marketing:
But there are some disadvantages, too. Green marketing efforts may not always come up rosy - at least not right away. Such initiatives may require some up-front investment of money, time, education, and more:
Green marketing, the act of touting a product or service's environmentally-friendly benefits, is a marketing strategy that more and more companies today are embracing, thanks to savvy consumers who are demanding more from the products and services they buy. It does come with both advantages and disadvantages, however.
For example, an eco-friendly company can promote good will through social responsibility among its corporate culture as well as its employees. Green marketing can also help you save money and enter new markets. On the flip side, disadvantages of this approach can include lengthy periods of time devoted to obtaining certifications or educating the public. Companies must also contend with increased scrutiny and potential claims of greenwashing, or making inaccurate eco-friendly claims.
To unlock this lesson you must be a Study.com Member.
Create your account
Already a member? Log In
BackAlready registered? Log in here for access
Did you know… We have over 200 college courses that prepare you to earn credit by exam that is accepted by over 1,500 colleges and universities. You can test out of the first two years of college and save thousands off your degree. Anyone can earn credit-by-exam regardless of age or education level.
To learn more, visit our Earning Credit Page
Not sure what college you want to attend yet? Study.com has thousands of articles about every imaginable degree, area of study and career path that can help you find the school that's right for you.
Back To Course
Marketing Overview: Help & Review26 chapters | 200 lessons
{{courseNav.course.topics.length}} chapters | {{courseNav.course.mDynamicIntFields.lessonCount}} lessons | {{course.flashcardSetCount}} flashcard set{{course.flashcardSetCoun > 1 ? 's' : ''}}
Next Lesson
Study.com video lessons have helped over 30 million students.
"I learned more in 10 minutes than 1 month of chemistry classes"
- Ashlee P.
"I learned more in 10 minutes than 1 month of chemistry classes"
- Ashlee P.
"I aced the CLEP exam and earned 3 college credits!"
- Clair S.
Over 65 million users have prepared for and other exams on Study.com
"The videos have changed the way I teach! The videos on Study.com accomplish in 5 minutes what would take me an entire class."
- Chris F.
Over 65 million users have prepared for and other exams on Study.com
