Can the environment help boost your marketing

Abstract

Marketing and the environment are not necessarily good friends, as they often have diverging goals. Marketing is focused on seducing consumers and generating profitable sales rapidly, and generally takes the environment into consideration only as far as it helps in achieving that goal. However, some brands have made successful use of 'green marketing'. Using the examples of three brands that have used it differently - Valvert minerals waters, Yoplait fruit yogurt and Stonyfield Farm dairy products - it is possible to identify a few rules about efficient green marketing. Overall, the two basic requirements of green marketing appear to be top management involvement and long-term objectives that include the will to educate consumers. It may not be possible to calculate how much or how fast you can make money by going 'green', but one thing is sure, not integrating environmental issues in your marketing and processes could end up a costly decision.

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