According to a study by Dentsu International and Microsoft Marketing , more than 77% of people around the world say within five years, they only want to spend money on brands that practice sustainable advertising. In addition, 91% of people need brands to demonstrate they are making positive choices about the earth .
But what does this have to do with Digital Marketing and what has been the effect on companies and their consumers?
Green Marketing and its meaning to companies
Green Marketing is a strategy focused on developing sustainable activities and enhancing services and products that reduce the impact of climate change.
This tactic has gained strength and importance in recent years due to the continuous advance of global heating, causing sad consequences around the world, such as floods in China , drinking water shortages in Colorado reservoirs , and forest fires in the Amazon .
To the detriment of these and many other events, consumers have been increasingly conscious of the environmental impact of their actions and, especially, of the actions of companies. This is what the particular study performed by Microsoft Advertising as well as the agency Dentsu International says:
“Consumers place governments (51%), companies/brands (43%) and the advertising industry (41%) ahead of themselves (36%) as responsible for decarbonising ads plus hold companies responsible for how they experience the advertising they eat. ”
Therefore , people are getting increasingly discerning in relation to:
- The actual buy
- Through whom they buy
- How it affects their life and the atmosphere
These considerations are created by the consumer before determining to purchase a solution and directly impact brands, as 3 out of 10 individuals are willing to pay more for more sustainable alternatives for products and services .
How can this data have an effect on companies and brands?
Along with greater environmental awareness being propagated, Eco-friendly Marketing has ceased to become an option and has become a requirement .
As an example, I talk about the case that occurred with a couple of friends who own a popular restaurant in my city. Since local entrepreneurs for over 3 years, they have always been concerned about sustainability, using biodegradable and recyclable packaging, in addition to constantly improving their products.
However , at a particular time during the most critical minute of the pandemic, they had difficulties receiving these packages using their distributors and, in order to provide these orders, they had in order to resort to plastic and Styrofoam.
To the surprise from the owners, they received many complaints from even the most loyal consumers and several harmful reviews on delivery apps and on the establishment’ ersus social networks.
Thanks to good administration, the owners were able to solve the problems without major deficits. This brief but real case serves as a warning not only about the direct effect of Green Marketing actions but also exemplifies one of its finest benefits: consumer retention and loyalty .
In the book Client Success by Dan Steinman, Lincoln Murphy, and Nick Mehta , we can see the concept of two types of dedication existing in the public: behavioral loyalty and attitudinal loyalty.
Behavioral or intellectual loyalty shows that a customer is only loyal because he needs it, as well as the scarcity of other solutions makes him loyal to the brand out of necessity. Attitudinal or psychological loyalty , on the other hand, problems customers who are loyal because they love the brand, finding values similar to theirs and determining with that company.
And Eco-friendly Marketing is directly related to attitudinal loyalty, as these would be the most valuable consumers who will not only become loyal customers, yet are also willing to pay more intended for solutions and, above all, become brand promoters for their network of friends and family.
What in the event you expect from Green Marketing and advertising in the coming years?
However the practical example of a Eco-friendly Marketing strategy is specific to physical products, sustainable actions can also be applied in the electronic environment and should be a practice to be considered as early since 2022.
According to The Rise of Sustainable Media study, more than half of consumers have shown themselves ready to switch to brands that follow more sustainable alternatives, plus within a year, 3 out of 5 people will start boycotting companies that have no action against climate change .
However , care must be taken when implementing these strategies because, greater than a message, sustainability needs to be used in a transparent manner and accordance with the brand’ s values, so that speech and actions are always together.
If you want to know some examples of good methods and better understand how to embrace Green Marketing in your 2022 strategies, I suggest checking out These 5 Revolutionary Green Marketing Examples .
I hope you enjoyed this article and started preparing your strategies for 2022, placing Green Marketing not only within marketing and sales actions but additionally in the organizational culture in general.
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The blog post 91% of People Want Brands That Show Their Positive Actions on the Planet — Green Marketing like a Necessity made an appearance first on Rock Content .