Recently, while looking for alternatives to buy my mobile handset, I learned about "climate friendly packaging". There are so many companies offering their newer and advanced devices but it was only Motorolla who is moving a step ahead and providing the electronic device in an eco-friendly packaging. This is a part of Green marketing strategy which is getting popular among the millennial.
Green Marketing involves promoting products or services that are safe to the environment. Motorola in their device specification pages states that:
The mobile phone comes in a 100 % plastic-free eco box. The box further adds features of soy ink printing, and uses recycled and recyclable materials.
The inititives was introduced to reduce the impact on the environment using smart technology, to build a sustainable future for all. Some alternative terms that other brands today use are ‘eco-friendly’, ‘organic’,‘recyclable’ etc. Such terms and similar words in advertisements were used to emphasise that the company are environmentally conscious and makjng efforts to save yhe environment.
Green marketing has been a revelation and created a separate segment in the market. By making effort and contribution for the environment, it has become an important driver for purchase decisions. Green marketing lets brands tap into newer market segments that are actively concerned with environmental issues. One such example is the LOHAS- Lifestyle on Health and Sustainability. The consumers under this segment do not want to contribute to increasing their carbon footprint in the environment. They are specifically concerned about how products are made, how the raw materials are sourced and so other things. Keeping environment in mind, sustainability is a rising concern for these millennials. It is now upon businesses of today to spread such awareness so that more products can be created and sold for less.
Steps towards Greener tomorrow.
Indian Government, already seeing the changes and in effort to save the environment, already inititated few green initiatives that need mention.
Sustainable India (Sanatan Bharat) – *Under this initistives, the country has provided 100% electricity to its villages. By doing so they have decreased 38 million tonnes of annual CO2 emissions.
Prosperous and Vibrant India (Samriddh Bharat) – According to the Division for Sustainable Development Goals of the United Nations, the country is pursuing an ‘inclusive and sustainable growth trajectory by stimulating manufacturing, building infrastructure, spurring investments, fostering technological innovation, and boosting entrepreneurship.’
Ban on Plastic – The Government of India has introduced Plastic Waste Management Amendment Rules, 2021. The rule prohibits the manufacture, import, stocking, distribution, sale, and use of single-use plastic.
Following this initiatives, many FMCG (fast - moving consumer goods) brands are now focussing on following environment - friendly practices. For example, Colgate & Palmolive – Offering recyclable toothpaste tubes, Amazon India – Remove single-use plastic usage in packaging and replace it with paper cushions. These are some of the examples of companies compliance with the green initiatives of the government.
Benefits of Green Marketing
Every big things starts with a single step. Green marketing is just the way ahead towards the environment safety. By creating sustainable products, companies want to reduce the negative impact of waste products on our nature. Through green marketing, companies have an excellent opportunity to change our planet for the better and support people who are aware of the situation to help the environment. Here are following benefits of switching to Green Marketing :
- Reduce the negative impact of production on the environment.
- Save energy, reduce the use of natural resources and carbon footprint
- Produce recyclable products
- Eentering long-term growth
- Obtain a higher revenue.
Companies Going green enables them to win the trust and loyalty of their customers.
Individuals Contribution
It is not only the responsibility of Government, Business, or Corporates to look after the environemnt. We all can contribute in our own way towards the sustainable tomorrow. Here are some of the ideas we can work upon;
- Use recycled materials, avoid using plastic and hazardous material
- Upgrade our equipment and vehicles, to avoid polluting the environment.
- Invest in social media marketing, rather than relying in orthodox marketing.
- Support environmental initiatives undertaken by business and other institution.
Many companies have already shown their interest and producing their goods in a more environmentally friendly manner. It is important, the the consumers to educate themselves and understand how these is going to help in sustainable living.
