Why is Green Marketing Important? - Objectives & Benefits

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  • 0:04 Just Say No to Jugs
  • 0:47 Green Marketing's Objectives
  • 2:58 Green Marketing Benefits
  • 4:44 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.

Green marketing touches every aspect of a business, from packaging to process to public relations. In this lesson, you'll learn more about the objectives and benefits of this eco-friendly approach to business.

''Just Say No to Jugs''

Method, a company whose mission is to ''make the world a cleaner, greener, more colorful place,'' routinely tackles the big guys in the cleaning product circle by touting its smaller bottles and plant-based formulas with natural and eco-friendly ingredients.

Method went after wasteful jugs in its marketing campaign.
jug, method, green, marketing

A recent marketing campaign titled, ''Just Say No to Jugs,'' took aim at the giant jugs of cleaning supplies that reside in many American homes. It also explained how consumers can do more with less by purchasing leaner and greener products.

Method's approach to its products and advertising fulfills many of the objectives set forth in green marketing, and they are seeing many of the benefits that the market leaders cannot. Let's take a closer look at both.

Green Marketing's Objectives

Green marketing is the act of not only living by environmentally-friendly policies and procedures, but letting consumers know about it. Green marketing is important for a number of reasons, from eliminating wastefulness to educating consumers about how a company is maintaining eco-friendly measures. Here are some other objectives to consider when thinking about green marketing.

1. Avoiding waste: Whether it's creating biodegradable product packaging (meaning it can be broken down by biological means), cutting down on water consumption, or reducing the amount of trash that goes into landfills, green marketing is just as concerned with avoiding waste as putting forward an eco-friendly face to the public.

2. Reinventing products: Products themselves can be modified to lessen the impact on the environment. For example, Method sources its ingredients from many plant-derived ingredients, which means its safer for humans, not toxic to family pets who might accidentally ingest it, and more environmentally-friendly by being water-soluble and dispersing safely into the environment.

3. Making green while being green: Of course, companies that promote green products want to not only be good stewards of planet Earth, but make a profit while doing so. Green marketing allows businesses to capitalize on the subset of the population willing to pay a little more to lessen their footprint on the environment and protect the atmosphere.

4. Changing processes: Consumers aren't the only ones that need to be concerned with environmental impact. Green marketing also encourages businesses to properly utilize resources, such as water consumption and electricity. Changing processes also means looking for renewable materials, using alternative energy sources, and finding ways to deliver products in a more fuel-efficient manner.

5. Creating eco-friendly messaging: Green marketing's biggest ''marketing'' accomplishment might be in messaging. Green marketing works to help consumers understand a product's green benefits and a company's commitment to the environment. It's also an important avenue in which to educate people about sustainability and the environment.

Green Marketing's Benefits

Once you've accomplished your green marketing objectives, it's time to reap the benefits of this type of strategy. Companies that engage in green marketing succeed in these areas:

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