It’s no surprise that a lot of businesses are going green. The green technology and sustainability market around the world is projected to reach 51.09 billion by the year 2029. Many businesses have realized that going green is an increasingly important business objective, both for the health of the planet and for meeting consumer demands.

With consumers becoming more aware of the state of the world and the impacts of climate change, their preferences have also changed. They are now willing to spend a little more towards products and services from corporations and small businesses that try to be green and sustainable.

The first step to marketing your eco-friendly business is to research what the market wants. The market is demanding more sustainable products and services, so it is important to know what they are looking for. Consumers are looking for companies that have a good reputation, provide a quality product and have an eco-friendly approach.

Marketing your eco-friendly business can be hard because there are many different aspects of the business that need to be marketed in order for the business to grow. If you pride yourself as an eco-friendly business, these nine tips can help you develop your marketing strategy.

1. Determine your sustainable Unique Selling Proposition

An eco-friendly business isn’t really any different from other businesses except for its emphasis on sustainability. Early on, business owners have to identify their USP or unique selling point, which is something that sets them apart from their competitors.

A lot of businesses market their products as cruelty free, zero waste, or biodegradable. Apart from these buzzwords, what makes your product unique? Do these qualities resonate with your intended audience?

The best way to sell a product is to create an emotional connection with your intended customer. In the world of marketing, creating an emotional connection is key to a successful campaign. It starts with a captivating headline and is clear from the language used to describe the product. A good headline will capture your attention and make you want more, while a bad one can make you feel uninterested or frustrated. By making everything personal and emotionally-driven, you are more likely to create a connection with your audience.

2. Make your logo green

This one is simple but highly effective. Making use of green and predominantly earth tones like brown or beige in your visual identity will help the public associate your business with being eco-friendly. On top of the color scheme, you can also incorporate design elements relating to the environment such as trees, water droplets, or animal silhouettes.

Keep this in mind when developing your brand’s visual identity. You can also incorporate colors that are often associated with nature-friendly activities like swimming, hiking, or watching a sunrise or sunset.

3. Adopt an eco-conscious design

How you package or produce your products can be part of your marketing strategy as well. If you’re still in the brainstorming phase, identify where you’re going to source your raw materials and what does the manufacturing process entail. How much waste will it generate?

Another important matter you have to consider is what will become of the product and its packaging once it has already been used or consumed. Can it be recycled or is it just for one-time use only?

4. Focus on digital marketing

Digital marketing is not only cheaper than traditional marketing but it’s more environmentally friendly as well. When you place an online banner ad, you don’t produce any printed waste and your reach is significantly greater.

Businesses using Google Ads as a marketing tool can target specific kinds of people who might be interested in purchasing from their store. Advertising on social media sites like Facebook and Tiktok is also a lower-cost alternative than distributing printed flyers or sending out promotional mails.

5. Print on recycled paper

However, if it can’t be avoided, at least make use of recycled paper for your promotional materials. A lot of small businesses still heavily rely on print advertising such as flyers, posters and business cards. Recycled paper costs a bit more than regular paper but it is the greener choice. The former is produced with less water and about 30-70% less energy consumption. The pulping process involved in making regular paper consumes much of the energy that is used to turn wood into paper.

6. Practice sustainability in the workplace

Customers value transparency and authenticity. That’s why a lot of businesses now include workplace-related content in their marketing strategy. When a person decides to support a business because it markets itself as eco-friendly, there’s an implied expectation that it also extends to the workplace. It would be hypocritical on your part to advocate for sustainability if you can’t even make it part of your company culture.

7. Support local vendors

When you get your supplies from local vendors, you’re reducing your carbon footprint because delivery of the goods is only within your community and you’re assured that what you receive is fresh and organic. Partnering with local vendors provides the perfect opportunity to cross-promote, which is when you also promote your suppliers together with your own business.

8. Operate fuel efficient vehicles

If you operate your own delivery service for your products, the vehicle that your business uses has an impact on how your brand is perceived. Company vehicles usually have some kind of graphics and branding on them so that they stand out from a sea of cars on the road. It’s a no-brainer that eco-friendly businesses should also own or operate green cars or vehicles that are known to be fuel efficient.

9. Publicize proof of your sustainability

Publish awards or accreditations that your business has received for being sustainable and eco-friendly. This adds credibility to your brand, which will let people know that the measures you put in place towards being green are not just lip service. For example, when you see USDA’s Certified Organic and Energy Star on the label, it means that what you’re buying will not end up in a landfill.

The most important thing that business owners should consider is to walk the talk. Being a green business shouldn’t just be about following the trend but actually committing yourself to the hard work of becoming truly sustainable. After all, getting more customers and earning more profit shouldn’t be at the expense of our environment.

About the Author:

Melissa Harmon is a customer relations management professional with a passion for business and blogging. She has a degree in Marketing from NYU and is an avid reader. Melissa believes that the best marketing strategy is to provide great, personalized service that exceeds expectations.

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