The recent Earth Day marked 52 years since the event that ignited the environmental movement. Today, brands are significantly more environmentally conscious than in 1970.

Image source This shift has fueled the growth of green marketing. But what exactly is it? Let’s explore:

• The definition and importance of green (or sustainable) marketing
• Five inspiring examples of eco-friendly brands
• Eight actionable steps to implement your own green marketing strategy

What is green marketing?

Green marketing, also known as sustainability marketing, focuses on promoting the environmental advantages of products or services, reflecting a brand’s values. “At its core, the goal is to champion a specific mission,” explains digital marketing specialist Matt Tutt, who specializes in ethical, green, and sustainable businesses. “This could involve reducing reliance on fossil fuels or shifting towards more environmentally friendly energy sources.” This signifies a significant departure from traditional marketing, which prioritizes revenue and profits. However, the concept of sustainability is evolving. Shel Horowitz, a green business profitability expert, argues that brands should aim beyond sustainability towards “regenerativity.” He defines this as actively striving to improve the world by “developing and marketing products and services that [address] hunger, poverty, racism, all forms of discrimination, the climate crisis, and even promote peace.” In fact, recent research reveals that nearly half of consumers now believe that sustainability encompasses social and economic aspects.

Why is green marketing important?

Beyond environmental advantages, sustainability marketing allows brands to resonate with the growing number of environmentally and socially aware consumers, says Roger Huang, head of growth operations at talent development platform Springboard. “Sustainability is a major trend in 2022, and marketing plays a crucial role,” adds Matt Lally, founder of the consultancy MattyAds. “Sustainability is a core value for consumers, leading to stronger brand loyalty and reduced price sensitivity.”

Image source This is not just a matter of opinion. Research, including the study mentioned earlier, indicates that consumers across all generations prioritize sustainability over brand names when making purchase decisions. Additionally, Facebook found that posts incorporating sustainability-related hashtags garnered 4.2x more engagement per post than other posts from consumer packaged goods (CPG) brands. Posts with eco-friendly hashtags saw a remarkable 10.8x increase in engagement.

5 Eco-Conscious Brands to Inspire You

While numerous brands have embraced sustainability, some truly shine in their cause-driven marketing:

The Body Shop

Scott McKinney, head of marketing at financial literacy site Debt Bombshell, highlights cosmetics retailer The Body Shop, which has been advocating for the end of animal testing since 1989.

Zaeem Chaudhary, architectural draftsman at engineering firm AC Design Solutions, echoes this sentiment, pointing out that domestic violence and HIV/AIDS are just a couple of the many causes the retailer has championed throughout the years.

Ikea

Furniture giant Ikea has committed to becoming climate positive by 2030. This means Ikea won’t just achieve net-zero carbon emissions; they’ll actively remove carbon dioxide from the atmosphere. [

](https://about.ikea.com/en/sustainability/becoming-climate-positive/what-is-climate-positive) “They’ve introduced a ‘sustainable living at home’ product line following significant investments in global wind and solar energy infrastructure,” Tutt explains. “This dual approach allows them to position themselves as a company that prioritizes green energy and sustainability in their products.”

Lego

Similarly, toy manufacturer Lego wants to make all core products from sustainable materials by 2030—and aims to transition to 100% renewable or recycled materials for packaging by 2025. “This marketing strategy provides the company with a unique selling point, encouraging customers to support their journey and hold them accountable for achieving their sustainability targets,” says Doug Pierce, chief marketing adviser at analytics platform Sigma Computing. “Furthermore, customers are willing to pay a premium for Lego products and maintain brand loyalty due to this dedication to sustainability.”

Additionally, the brand’s Replay program allows customers to donate used bricks to underprivileged children. This initiative, as Stephen Light, CMO of retailer Nolah Mattress, highlights, provides the additional benefit of diverting waste from landfills. “Considering their products are traditionally plastic-based, it’s a strategic move to invest heavily in sustainable practices. They acknowledge the potential negative impact of their products and leverage it to drive their commitment to a better planet,” he adds. “They set clear goals, provide regular updates on sustainable materials and packaging, and offer a level of transparency crucial for impactful sustainability marketing.”

Patagonia

Tutt points to outdoor apparel company Patagonia as another exemplary case, stating, “Sustainability seems ingrained in everything they do.” “Their focus is on fostering a community passionate about the outdoors, not just selling clothes,” he explains. “Their social media is filled with captivating wildlife and landscape photography and videos of people hiking and exploring, placing the environment at the forefront of their brand.” A prime example is the brand’s Don’t Buy This Jacket campaign, which challenged consumerism on Black Friday in 2011. [

](https://www.patagonia.com/stories/dont-buy-this-jacket-black-friday-and-the-new-york-times/story-18615.html)[_Image source_](https://bettermarketing.pub/dont-buy-this-jacket-patagonia-s-daring-campaign-2b37e145046b) “Patagonia’s core value is creating durable products, rejecting the fast fashion trends that contribute to overflowing landfills,” adds Lally.

Starbucks

Lastly, coffee giant Starbucks recently revealed its plans to incentivize customers to choose reusable mugs by 2025. [

](https://www.cnn.com/2022/03/15/business-food/starbucks-cup-sustainability/index.html)That This initiative is the latest in a long line of sustainability efforts. “Since the early 2000s, Starbucks has championed ethical and sustainable sourcing practices,” says Christiaan Huynen, founder of design firm DesignBro. “Furthermore, the company invests millions in environmental programs and renewable energy development. They also prioritize sustainable practices in their operations to minimize energy and water waste.”

Image source

Implementing Green Marketing in Your Business

Feeling inspired? Here are six ways to integrate green marketing to incorporate into your marketing approach:

Identify the Right Sustainable Initiative

You don’t have to commit to something as ambitious as the corporations mentioned earlier. “Start small, perhaps by donating one percent of profits to a cause or restructuring your entire business model around a specific mission,” suggests Joe Davies, founder of digital marketing agency Fatjoe. Brands can leverage the feel-good factor associated with sustainability while delivering value by highlighting product or service features that can be marketed as sustainable, he adds.

Maintain Authenticity in Your Efforts

Horowitz emphasizes the importance of genuine efforts to avoid greenwashing, a deceptive practice of using misleading tactics to appear sustainable without actual commitment, prioritizing profits over the environment.[

](http://weforum.org/agenda/2022/03/generation-z-sustainability-lifestyle-buying-decisions/) Image source

Tailor Your Messaging for Different Levels of Environmental Consciousness

“That’s just the first step,” he says. “The next step involves connecting with not just the most environmentally conscious consumers but also those who are less engaged or even unaware, each requiring a different marketing approach.”

Embrace Eco-Conscious Design

Begin by evaluating your product design. Can your products be made recyclable or reusable? Starbucks cups are a great example, but countless others exist, such as Coolpaste (see below). Davies advises minimizing packaging, while Jeff Mains, CEO of consultancy Champion Leadership Group, suggests partnering with environmentally responsible suppliers and manufacturers.

Image source

Prioritize Sustainable Materials

Next, explore incorporating sustainable materials like bamboo, cork, or hemp into your products. David Wurst, CEO of digital marketing agency Webcitz, considers this one of the most effective sustainable marketing approaches. “These include shampoos with fewer harmful chemicals that decompose faster in water, as well as reusable straws and water bottles,” he explains. “Offering such alternatives allows companies to tap into the green market by providing consumers with products that minimize their environmental impact.”

Ethique is a great example of a highly sustainable brand. Ensuring your suppliers adhere to ethical practices and provide fair wages is another crucial aspect of sustainable sourcing, says David Bitton, CMO of property management company DoorLoop. “Additionally, ensure that the materials used in your products have minimal environmental impact, are free of harmful substances, and are biodegradable,” he adds.

Opt for Plastic-Free Products and Packaging

Going plastic-free is another impactful step. “Today, billions of pounds of [plastic] pollute our oceans, forming massive garbage patches that cover over 40% of the ocean’s surface,” Wurst states. “Every year, thousands of marine animals, including seabirds, sea turtles, seals, and others, die from ingesting or becoming entangled in plastic.” If your packaging relies on single-use plastic, explore eco-friendly alternatives.

Brands like Earth Hero allow you to filter products based on specific values, such as plastic-free packaging. “We’re committed to sustainable packaging, reducing plastic and non-compostable materials by opting for alternatives like wood, wool, and straw,” shares Kathryn McDavid, CEO of ecommerce company Editor’s Pick.

Minimize Your Carbon Footprint

Sustainable practices can significantly benefit fulfillment processes. “Shipping over long distances contributes significantly to carbon emissions,” says Jason Ball, director of B2B agency Considered Content. “Trucks, planes, and other transportation methods are among the largest emitters of greenhouse gases.” To mitigate this, he suggests shipping in bulk to reduce the carbon footprint per item or offering a green shipping option at checkout. Businesses can also explore offsetting their supply chain’s carbon emissions, adds Davies.

Embrace Renewable Energy

Beyond products, businesses can adopt eco-friendly energy practices by utilizing solar, wind, hydropower, or geothermal energy. “Access to renewable energy sources has improved in recent years, and the market for renewable energy is expected to grow as more countries invest in it,” says Jamie Opalchuk, CEO of hosting platform HostPapa.

Image source Dan Close, CEO of home-buying company We Buy Houses in Kentucky, agrees, highlighting that renewable energy can lower production costs while benefiting the environment.

Embrace Social Responsibility

Finally, incorporating corporate social responsibility (CSR) allows brands to effectively communicate their positive impact to conscious consumers, according to Chris Gadek, vice president of growth at outdoor advertising company AdQuick. He notes that customers are often willing to pay a premium when a brand’s values align with their own. “Therefore, businesses need to integrate CSR into their brand ethos to gain a competitive advantage,” he advises. “However, promoting your CSR efforts without sounding self-serving requires finesse. A well-executed social media campaign can authentically showcase your brand’s commitment to positive change.” Consider pursuing third-party certifications like B Corp to further enhance your credibility. “Certified B Corp status is a recognized certification that validates a brand’s sustainability commitment. Consumers view third-party claims as more trustworthy than self-made claims due to reduced bias,” explains Calloway Cook, president of supplement manufacturer Illuminate Labs.

Put Your Green Marketing Plan into Action

As a reminder, here are eight key steps to implement green marketing:

1. Choose the right initiative for your brand.
2. Ensure your sustainability efforts are genuine and impactful.
3. Tailor your messaging to resonate with varying levels of environmental awareness within your target audience.
4. Prioritize eco-conscious design principles in your products and packaging.
5. Minimize plastic use and opt for eco-friendly alternatives.
6. Take steps to reduce your carbon footprint throughout your operations and supply chain.
7. Explore and transition to renewable energy sources.
8. Embrace social responsibility and communicate your positive impact transparently. The sooner you begin, the sooner you can contribute to a healthier planet. Start with manageable steps and let your sustainability story unfold organically.