Every major corporation cares about its image in the society that allows it to spread the people to it. A global trend in recent years is green marketing. It was picked up and developed not only by foreign companies, but also by Ukrainian ones. 54% of senior managers from around the world, cited the opportunity to build a positive image as the main incentive for green projects. Companies are looking for ways to conserve the Earth’s resources, such as startup Hampton Creek is working to grow meat in test tubes, and Japanese entrepreneur Nobuyoshi Yamasaki has started making paper from stone.
The main goals of EM are to win the loyalty of consumers and partners by caring for the environment. After all, today more and more manufacturers are realizing that natural resources do not last forever.
Branding agency KOLORO will tell you which eco-trends are the most common in the world.
5 top eco-trends
Today, we can highlight the main eco-trends that are easy to implement in every company.
1. Solar energy and solar panels. Things are looking up for solar panels to become the cheapest way to generate energy. Corporations and ordinary residents are increasingly installing solar panels on manufacturing or homes. According to statistics, solar power capacity has increased 50 times in the last 10 years. Solar panels are often used as part of the environmental marketing of hotels.
Mall roof Robinsons Starmills in the Philippines
2. LED lights. They are actively used at the industrial and domestic level as it is an energy efficient source of lighting. LEDs use 10 times less electricity than conventional incandescent bulbs and provide up to 10 years of continuous operation. In addition, they do not contain mercury. The use of LED lights is one of the common ways to support environmental marketing in a company.
LED lighting in Google’s office
3. electric cars. The trend combines energy saving, environmental friendliness and cost-effectiveness. Companies buy electric cars for their employees, and the average consumer can choose an eco-car for any purse: from Nissan to Tesla. In 2017, Tesla announced the release of the Semi electric truck.
Tesla electric truck
4. eco-materials. The use of eco-friendly materials in manufacturing is one of the most common trends. Companies are producing goods in cartons, eliminating plastic bags and using only plastics that are recyclable. Products are increasingly being labeled IVF, which means no chemicals and no interventions at the genetic level.
Jenga board game made of recycled plastic
4. eco-communities. Over the past 10 years, there has been a rapid growth in organizations whose work is focused on raising environmental issues. They organize conferences, look for innovative ideas and sponsors to implement them.
Green Building Conference in Singapore
Environmental marketing: objectives and opportunities
To begin with, every corporation must properly understand what tasks can be accomplished by caring for the environment. Environmental marketing is the focus on preserving the environment, optimizing resources, and minimizing pollution. Today there is a separate branch of marketing – marketing of ecological goods and services. Environmental marketing factors are primarily focused on making the company an integral part of a society that cares about the environment. Marketers strategize on how to survive and strengthen a brand in the face of eco-trends.
Environmental marketing, the purpose of which is not just to popularize eco-goods and services, but also to direct the company’s gaze towards environmentally friendly production, minimizing non-recyclable waste, is increasingly in demand among business owners. Environmental marketing in Ukraine is gaining momentum, as evidenced by companies that produce goods from recycled raw materials: Talisman Fusing Factory (decor items made of discarded glass), Zelenew (household items made of recycled plastic), Papinarubashka (decor of notebooks using unnecessary things) and others.
Recycled glass products from Talisman Fusing Factory
Examples of green marketing from corporations
Among the leading companies that are active in environmental issues are such corporations as: Microsoft, Intel, Nokia, Ikea, Apple. In the UK, the leading brand is The Body Shop. The tangible contribution of the American media holding company CBS Corporation has created an entire eco program – Eco Ad. To solve socially important problems, the corporation annually gives 10% of the revenue it receives from advertising. CBS is sponsoring the installation of solar panels, as well as, lighting upgrades in some states. There are a series of projects aimed at landscaping.
Among large Ukrainian companies that care about the environment, one can single out the producer of Chernigivske beer – SUN InBev Ukraine. The company promotes the wise use of resources and the naturalness of products. Only natural ingredients are used in the formulation and the water passes 32 tests for toxins and metals. The wastewater that remains from production is treated.
Eco-initiative from SUN InBev Ukraine
How to realize the concept of environmental marketing
It is a combination of a whole set of actions that add up to produce the desired result.
- High Standards. The Company operates in accordance with standards that regulate the use of natural resources;
- Eco-PR. The public, including partners, media and end consumers, should be aware of the company’s position on the environment.
- Building Loyalty. A company’s concern for the environment allows you to gain a loyal audience that shares your principles.
- New eco-technologies. The firm may develop its own methods of waste-free and safe production.
- Production of eco-goods and services. Developing new products that are made without the use of harmful and non-recyclable substances.
- Communication. Providing two-way communication with consumers of green products;
- Supporting innovation. May include sponsorship and outreach support for startups and community initiatives aimed at protecting the environment.
Branding agency KOLORO offers development of industrial design of products made of recycled plastic!
5 ecocases
1. The fashion house of Stella McCartney. The fashion world is keeping up with eco-trends. Popular designer Stella McCartney is known not only for her quality and original clothes. The world media calls her one of the most eco-friendly designers. Back in 2013, it introduced a shoe with an easily degradable sole that is made from APINAT plastic. All lingerie produced under this brand is made exclusively from organic cotton and recycled metal. In the collections of the brand you will not find products made of leather or fur. Eco-trends are not only seen in clothing. All offices and studios get their electricity from the wind. The founder of the fashion house believes that a company should be responsible for the resources it uses.
Stella McCartney. Ecouterre Collection
2. Starbucks. The world-famous coffee house thought about protecting the environment and began using cup holders and cuffs made exclusively from recycled paper. The initiative helped save 78,000 trees in the first year alone. New cafes and stores are built with low water and electricity consumption.
3. Tesla. The world owes the advent of electric cars to Ilon Musk. He was the first to develop an automobile with electric motors that charged from the grid. Musk has launched an initiative to launch electric cars from other automobile concerns.
4. Adidas. The brand has launched sneakers that are made from recycled plastic caught in the ocean. In this way, the company aims to reduce waste by utilizing recycled materials.
Adidas x Parley sneaker model made of recycled plastic
5. Uliulia. The young Ukrainian brand for sewing accessories uses leather, suede, wool, linen, which have been used before. The brand is constantly expanding the list of recycled materials that can be given a second life. All accessories are unique and hand sewn.
Brand Uliulia
As you can see, companies around the world are trying to make our world cleaner, safer and more economical. They respond to major trends dictated by community organizations and consumers. It’s getting easier and easier to create a new brand that helps solve important environmental problems.
Branding agency KOLORO knows how to make our world a better place and increase loyalty to the company!
