The green wave in advertising
The increased demand for environmentally friendly products and services has meant that the defining advertising strategies of many companies are subject to change. From small family businesses to large corporations, companies from practically all industries feel compelled to act in an environmentally friendly manner. While only a few companies 20 years ago climate-friendly and environmentally friendly aspects put them at the center of their marketing efforts, today almost everywhere communicated ecologically very openly. It can be observed more and more often that companies find “something green” that they can highlight in their marketing. However, this “green wave” in advertising has meant that quite a few consumers are increasing annoyed by exaggerated eco-messages
react. A dilemma that causes the advertising departments of many companies sleepless nights. Because not everywhere that is green is also inside.
Go new ways
Building trust in green marketing has become one of the biggest challenges in targeting customers. Since the indiscriminate distribution and emphasis on ecological advantages of any article and service threatens to fail, other possibilities for the targeted acquisition of new interested parties are required. A good – because basically honest – way is to use environmentally friendly advertising media. The printing of brochures and flyers on recycled paper is just one of many alternatives. For example, one could be off carrier bag produced from renewable raw materials
, a wooden ballpoint pen and even an eco-USB stick made from recyclable materials with advertising text printed on it could be the right solution for truly green marketing.
Benefits of green promotional items
Consumers generally honor honesty. Companies that deliberately say goodbye to an exaggerated and often furious exposure to allegedly ecological aspects of their products instead rely on green promotional items
, thus act promisingly. Because a key ring made of bamboo with a shopping cart chip, a recycling ballpoint pen with parts made of wheat straw plastic or – quite classically – the shopping bag made of jute are simply more credible than the words “biologically certified” on a roll of wallpaper or actions like “For every car bought let’s plant a tree in Tanzania “. Such campaigns, also known as” greenwashing “, are just as easy to see through as empty marketing promises as many loud promises about fair working conditions in developing countries.
Find the right strategy
There are good options so that companies can communicate their responsibility for a healthy future honestly and comprehensibly to the outside world. Above all, however, these aspects are important:
– Avoidance of meaningless organic promises (“from controlled cultivation”, “with selected ingredients”)
– Clear focus on actually sustainable aspects (Longevity, thrift)
– Transparent corporate culture in terms of environmental protection (e.g. by offering company tickets for employees)
– Use of ecological promotional items (flyers made from recycled paper, wooden pens, etc.)
In particular through the possibility of sustainable advertising material
Having the company name or a marketing message printed individually can often result in a well-functioning strategy.
Lose no time
The competition for customers and orders is getting tougher. Given the uncertain economic future, rising inflation fears and consumer uncertainty, businesses shouldn’t waste time, but rather as soon as possible get into green marketing. If implemented wisely, it can be an effective way of increasing customer acceptance.
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