Green Marketing: Advantages & Disadvantages

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  • 0:04 GM's Green Blunder
  • 1:20 Defining Green Marketing
  • 1:45 Advantages of Green Marketing
  • 4:00 Disadvantages of Green…
  • 5:20 Lesson Summary
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Lesson Transcript
Instructor: Beth Hendricks

Beth holds a master's degree in integrated marketing communications, and has worked in journalism and marketing throughout her career.

Do you think that green marketing is all positive or all negative? Whichever side you fall on, there's always another point to consider. In this lesson, we'll take a look at both sides of the green marketing coin.

GM's Green Blunder

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.

Defining Green Marketing

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.

Advantages of Green Marketing

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:

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