Blog 7: Green marketing & competitive advantage

Hi Conscious Consumers 🪴, 

Welcome to Blog 7! Today, we are going to explore green marketing and discuss eco marketing strategies such as: eco labels, eco digital marketing and how it can help increase a companies competitive advantage against their competitors.

Green marketing has become one of the most important topics for academics (Massey and Singh, 2019). Therefore, it is essential we understand what a company do to target green consumers. According to Vos (2019) 65% of consumers are more inclined to purchase items from purpose-driven brands. However, it is also shown that consumer scepticism has arose as well around marketing. Want to find out more about this. Visit blog 1 here. 

So how do we ensure consumer's know that we are green without greenwashing?

Let's utilise eco-labels 

Just like H&M and their conscious collection they utilised labels to let consumers know t

hat those items, where more sustainability than the rest of their collections. (Visit Blog 6 to find out more about H&M). 

Companies will perceive environmental issues as an opportunity to satisfy both the needs and wants from their consumers. Eco-labels are used as a vital green marketing strategy (Polonsky and Rosenberger, 2001).  

Let's utilise Digital Marketing 

I am a sucker, for Digital Marketing and as a marketing student, you probably are too! 🪴 

If you want to understand the basics of digital marketing. Pause and watch this! 

Digital marketing utilises technology and the internet to leverage digital platforms such as search engines, social media, email and their websites to connect with current and future consumers (Desai, 2019). 

 How can digital marketing be used to promote a companies eco values and increase their compeititve advantage? 

• The company can create content which tells a story on the environmental issues the company wants to save and why they are passionate about this. By doing this, it will become emotive for the reader. Patagonia is very good at this, no wonder they are the leader, click here to find out more. 

•  The company can successfully use social media platforms to allow their readers, customers and future consumers what they are up-to and why. By doing this, it helps build the brand of the business. IKEA is amazing at this, click here to see 🤩🤩. 

•  Utilise Search engine optimism to increase visibility and website traffic. As well as building credibility and trust from sustainable seekers like ourselves! Marketers can also do this to reach potential consumers looking for sustainable solutions. 

REMEMBER TO AVOID GREENWASHING! DO NO LIE ABOUT ANYTHING! FOLLOW THE 5 C'S OF SUSTAINABILITY. 

By following these, steps the competitive advantage rises as consumers can begin to trust the business and understand what cause they are supporting when purchasing items from the business ☺️. 

Kind regards, 

Heather 🪴