Walt Denny Inc. Blog

Winning with a True Green Marketing Message

Green marketing is nearly ubiquitous as an integral tool for many marketing teams. The best way to promote sustainable products, processes and initiatives is to pursue sustainability's triple bottom line - people, planet and profit.

There is also a wrong way to market green. Even in the early 1990's 'greenwashing' was a recognized term being used to decry false green merits that companies were promoting. Simply put, greenwashing is a misleading, can't-be-backed claim - and at its unfortunate worst, a plain lie.

With green marketing's maturation and sustainable construction's unlimited growth potential, deliver authentic messages targeting the head and heart for compelling attraction to your green brand.

Green Marketing & Golden Opportunities: A Better Bottom Line for the Planet Means a Better Bottom Line for Business

 

Green is all around us, from the neighborhood restaurant using locally-sourced ingredients to automaker Chevy’s buzz-generating Volt plug-in car, to tech company Hewlett-Packard touting energy-saving qualities of its computers. Sustainability can be big business for a company, no matter its size. By promoting its optimized resource use and creation of healthier environments, organizations can see improved financial performance. Green companies can also attract the lucrative business of like-minded customers with an affinity for environmental responsibility.

 

  

 

There are many reasons to be green, methods to be green and ways to market green leadership. As an example, while the residential construction industry fights to gain a semblance of its better days, green is increasingly a factor. Research from the Freedonia Group shows that U.S. demand for green building products will reach $80 billion by 2013. That equates to an average annual increase of 7.2 percent from today’s green product market of $57 billion. Attributes of green building products can translate to the products of other industries: being made with recycled content; taking less energy to produce than competitive products; requiring less energy to transport or operate; being manufactured locally. Measurable statistics and facts like these address sustainability with strong messaging.