Eco-marketing is the promotion of environmentally friendly and sustainable products and swagbucks surveys services. This is a good way to attract customers who want to reduce the environmental impact of their purchases .
However, before adopting eco-marketing, you must ensure that your words are accompanied by a sincere commitment to the environment, both in your offers and in your activities.
“Eco-marketing affects your entire company,” says Chris O’Shea, BDC’s business advisor. You must be perfectly authentic. Otherwise, you will be accused of greenwashing and your reputation will suffer.”
Mr. O’Shea, who advises entrepreneurs on marketing challenges, provides five tips for adopting an effective eco-marketing strategy.
1. Start with a good product
According to Mr. O’Shea, before promoting the “green” side of a product, you must first be able to show its “exceptional” side, beyond the environmental benefits.
He gives the example of Kicking Horse Coffee. The Canadian company sells its various coffees on the grounds that they are organic, fair trade and sustainable. But if she succeeds, it is above all because “her coffee is really good,” says Mr. O’Shea.
2. Make sure that the ecology fits well with your brand image
That a company like yours offers a green product must be plausible.
“If your company operates in traditional ways,” says O’Shea, “and offers a range of products that are not environmentally friendly, the launch of a single green product may cast doubt on your seriousness. It may not fit with the rest of your brand.”
The more eco-responsibility is at the heart of your products or activities, the more authentic you will be perceived as.
In a world subject to social media commentary and Google searches, manipulative marketing schemes will be uncovered, and greenwashing will be exposed for what it is.
3. Do the calculation
Going green can add costs to your products. This is why organic and sustainable products are often more expensive than conventional products.
Before deciding to offer an environmentally friendly product or service, make sure that customers are willing to pay the price you will have to charge to make a reasonable profit.
“As a company, you must be able to recover your costs,” says O’Shea. If you sell an organic cleaning product, but customers want a cheap product that does the job, you may have to find other ways to make the planet a better place to live.”
4. Use your ecological value to differentiate yourself
In the past, a focus on sustainability or ecology allowed a product or company to stand out. Nowadays, this is the case for many companies.
“Think of innovative ways to differentiate yourself from other eco-marketers in your sector,” says O’Shea.
He points out that the Canadian clothing company Tentree has made a name for itself by committing to planting 10 trees for every sale made. In the years that followed, the market became saturated with companies that “give when they receive” by making an environmental donation based on their sales.
“Tentree is a huge success,” says O’Shea. If it started today, she might have to find something other than planting trees to stand out from the crowd.”