Helping Green Marketers Make More Green

2371 words - 9 pages

Helping Green Marketers Make More Green
In this constantly changing economy, companies are continuously looking for new ways to set themselves apart from their competitors. In recent years, environmental, or “green,” marketing has become a new trend. The movement first started in the 1970s during the hippie movement in which consumers began to express concern for the preservation of the environment (Jenkins and Kähler). On top of this increasing environmental awareness, now consumers are also beginning to care a lot more about what goes on behind the scenes in the companies that they buy from. People want to support companies with a conscious. According to the Salem Press Encyclopedia, the definition of green marketing is “The touting of the environmental benefits of a product, service, or company to bolster its image and encourage sales” (Jenkins and Kähler). With this in mind, corporations did some research and discovered that not only can green marketing help facilitate a positive brand identity, but it can also help reduce costs in the long run (Jenkins and Kähler). This new socially responsible idea seemed genius at the start, but now the trend has hit a wall. This hiatus is a result of lack of customer information about the actual effects of “green” products, confusion and overload in the marketplace regarding vague and un-standardized labels, and the failure of companies to clearly illustrate the added value of their “green” products or services. If all these discrepancies are handled, one can assume that consumers will race to the stores to purchase items that will make the world a “greener” more socially responsible place.
In a perfect world, everyone would do the right thing all the time and environmental issues would not even exist. Even though this is impossible, if one assumes that people are inherently good, then what is preventing them from buying products that help the planet? One of the biggest blunders of environmental marketers is that they fail to explain properly what “green” effects their products actually have. For example, in 1994, Whirlpool launched the first CFC free refrigerator and won awards for its innovation. However, these groundbreaking appliances did not sell because customers did not know what CFS are (Gokarn). Often environmental issues are more complicated than what the average person can understand. Gina Lovett claims that “The issue of being Green … means different things for different companies, as well as for the public”. For example, in her article she mentions how Aveda, an environmental body care company, focuses on “How product ingredients are sourced, conserving water, minimizing energy consumption, managing waste properly, [and] looking at minimal packaging and ethical manufacturing” while other companies simply produce products that are beneficial to the environment (Lovett). It is imperative for a marketer to clearly illustrate exactly what benefits the product has if they choose to make the...

Find Another Essay On Helping Green Marketers Make More Green

How Green Advertisement Works Essay

2381 words - 10 pages statements for the sake of appearing better (Ankit, 2013). One characteristic that businesses take advantage of is the premium pricing strategy. Consumers who are concerned with the environment are willing to pay more if they know that the product has less of an impact on the earth. Marketers know this and will attempt to maximize any favorable trait for this exact reason. In the product life cycle, the price gap between baseline products and green

Green Companies and Green Abuse Essay

1415 words - 6 pages ? Aside from using the environment to obtain customers and sales, companies have the right to pay fewer taxes if they demonstrate acts of helping the environment. This is a reward and a motivator; however the question in some cases is which is their main goal, helping their environment or helping their budget? Referring back to ways to appear green, it seems quite simple to get a tax break if all they have to do is compare themselves to another

How Far Does the Concept of a Green Belt Have Continuing Relevance in the 21st Century?

1011 words - 5 pages . However, they could not provide clean air or other benefits for residents, even worse that they could harm people’s health and environment, because of the pesticides used within the areas. It may cause more environmental problems, such as green house effect. The green belt could stop the urban sprawl. However, it could also affect the normal expansion of the urban areas. Because of the poor public transport design within the green belt, people

Green Mountain Coffe

1521 words - 6 pages corporations in the market that have resources available to them that Green Mountain does not have. Starbucks is the only other independent producer of high-end coffees. As this new market expands and smaller companies strive to build brand awareness and larger companies attempt to earn larger market shares, competition will only intensify.Major social trends that move toward a more natural and healthy lifestyle, and safer and cleaner environment

The Benefits of Building a Green House on Western's La Crosse Campus

1372 words - 5 pages green house will present many environmental benefits including helping Western to reduce energy usage and reliance on fossil fuels . “Actions that institutions can take to reduce and eventually eliminate emissions associated with their procurement policies include buying locally produced goods and services to reduce emissions associated with transport (farmscape)."Out of season" food is transported great distances, using huge amounts of fossil

The green deal

1428 words - 6 pages Kingdom through the Green Deal?” The government of the United Kingdom believed this measure would be effective in reducing the externality of energy consumption. Body In theory, the concept of the Green Deal seems perfect. The homes in Britain are considered ‘draughty’ and by implementing energy-saving techniques such as insulation, draught proofing, double-glazing these homes can become more energy efficient, which leads to less consumption of

Audi’s Green Police: green advertising or green washing

2339 words - 10 pages genuineness and authenticity. (Andersen 142-144). These misleading messages can be easily recognized because they generally refer to the idea of nature, and this is what Audi does as well with the 2010 ad’s slogan “Green has never felt so right.” These words may sound nicely put together, but by reflecting more on their sense and the context in which they are used, one may argue that the concept does not make sense. Indeed, the ad is promoting a paper

Green Architecture

931 words - 4 pages Green Architecture Green Architecture began with the first Earth Day in 1970, and has grown in popularity as awareness of the earth’s many ecological problems become more wide spread. Professor Rocky Brittain states "I’ve been teaching this subject for twenty years and have watched interest grow. Now I could say there is some element of sustainability taught in just about every architecture school in the country."(Talarico, 1998) Economic

Green Marketing

2404 words - 10 pages different labels have tried to make the consumers more aware of the products that they buy. However the amount of labels and more importantly the different set of guidelines each label has, has a negative effect on the transparency regarding green products. This lack of transparency is one of the main reasons that consumers are hesitant to start buying green products. Recommendations Based on the information in the previous section we can

Green Roof

2038 words - 8 pages most existing types of building construction since the additional load is usually small. The other category, intensive green roof, is considered to possess a higher vegetation density (Theodosiou 2009). The type of vegetation planted is usually found in gardens or even small trees, which means thick soil layers. Thicker soil layers mean extra weight, so the installer has to make sure the building can support the load (Passive Cooling for Homes


1396 words - 6 pages his wife are members of an unholy trinity (Lawall 105). The trinity is ruled over by Morgan as the goddess. Morgan is Arthur’s half sister and Gawain aunt. The symmetry between the Green Knight and Gawain is twofold. Gawain is an emissary from Arthur; the Green knight is subservient to Morgan le Fay. The green knight invites Gawain to more feasting, to which he declines. He highlights Morgan le Fay as the one person that Gawain should meet

Similar Essays

Valuing Honor More Than Life: The Green Knight's Challenge To King Aurthur And His Knights

731 words - 3 pages accept the challenge. Sir Gawain, realizing the threat to his king, replaces Arthur in the challenge to save his life. The purpose of the Green Knight’s challenge is to teach Gawain to value his honor more than his life. One may consider Gawain’s acceptance of the challenge, after Arthur agreed to the challenge, a noble gesture but the king should never have had to step forward. Gawain says, “Though you be tempted thereto, to take it on

Tax As A Means Of Control And Stimulator Of The Economy In The Uk. Is It A Good Idea To Fluctuate The Tax Rates For Stabilizing The Economy? Is Tax Necessary For A Country’s Growth? Is Green Tax ...

9199 words - 37 pages rates for stabilizing the economy?Which do you think would be a good idea during a recession, cutting tax rates or increasing it?Do you feel that tax is necessary for a country's growth? Why?If government cuts tax then you will certainly have more money in your pocket. Will you be investing this money on a new business or will you be saving it?Do you think that Green Tax is helping us living healthier?Do you feel that the rate of green tax is higher

Who Are The Green Consumers, And What Do They Want?

1504 words - 6 pages - -WHO IS THE GREEN CONSUMER, AND WHAT DOES HE/SHE WANT?PurposeGreen marketing is one of the hottest trends being used by marketers these days. In 1989 it barely existed, but by 1990 it was all the rage (1, 25). In the past decade, Americans have displayed an increasing concern for the environment as they begin to realize it is slowly deteriorating. More than seventy percent of the 180 million tons of trash disposed each year in the United

Who Is The Green Knight? Essay

1174 words - 5 pages Gawain. Sir Gawain is able to win this first challenge. However, the Green Knight now places a much more difficult challenge upon Sir Gawain, one that Sir Gawain cannot meet. He offers his head to be cut off in exchange for a counterattack. What is unusual about the Green Knight is that he is known as the Green Knight throughout the story until Sir Gawain asks him for his name: "How runs your right name?" (208). The Green Knight explains to Sir