Marketing with a focus on sustainability

Environmental protection and sustainability are playing an increasingly important role in today's society.
Whether it is environmentally friendly packaging, environmentally friendly energy for the company, the production of environmentally friendly articles or fundraising campaigns - marketing that addresses these areas can actively contribute to environmental protection. Products become particularly attractive to people who pay attention to these issues. The target group is growing and products that are manufactured and marketed in an environmentally friendly way are becoming increasingly relevant.

However, green marketing can also entail risks.

This is especially true if you only give your company a green veneer without really doing anything for the environment. In extreme cases, this can result in an absolute shitstorm.

This is exactly what greenwashing describes. Companies try to create an environmentally friendly image without really standing behind it. The sustainable image often does not correspond to the facts, or only to a very limited extent, and it is often difficult to tell the difference. The consequence in the case of greenwashing is the opposite of the desired marketing effect. More about greenwashing and how to recognize and avoid it is explained here described here.

Even seemingly small ecological changes can have a big impact.

For example, small donations of revenue to Environmental organizations organizations. Another example can be the switch to a paperless officeor to recycled paper. Optimizing supply chains and shorter transportation routes can contribute to lower CO2 emissions.

In the company
Transforming day-to-day operations towards improved sustainability can be implemented in various areas of the company and ultimately result in a holistic green corporate strategy.

Production processes can be designed to be environmentally friendly

The use of sustainable materials for a wide range of products

Conversion to sustainable power sources for example through solar roofs

Change of company cars in the direction of Electromobility can round off the overall picture.

The more comprehensive these changes are, the more interesting the company and its products become for the ecologically conscious target group.