Green digital marketing: the key to attracting new consumers

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Integrated Communication , Digital Marketing , Posts about Offline Media , Posts About Social Media and Networks
Have you heard about green marketing? Also known as environmental marketing, ecological marketing or ecomarketing, it is a set of digital and offline marketing strategies that aim to promote products, services or brands that have a positive impact on the environment, whether in production, consumption or final disposal.

According to a survey conducted by Serasa Experian, 85% of Generation Z young people say it is extremely or very important for companies to implement programs to improve the environment. The same survey also found that 73% of Generation Z young people are willing to pay more for sustainable products.

A study by Bain and Company , conducted in November 2023, shows that 81% of consumers in Brazil are concerned or extremely concerned about environmental issues. In addition, Brazilians are willing to pay between 15% and 20% more for sustainable products.

Therefore, if you want to attract this audience, it is crucial to adopt a green marketing strategy. This involves incorporating sustainable practices into all aspects of your business, from production to distribution.

If you don't know how to apply it to your business, stay zalo database us, as we will show you how to do it successfully.

The pillars of Green Marketing
Before taking the first step, it is essential to have the pillars well defined and follow them in your digital marketing strategy. This is where the journey towards a more sustainable mindset for your company begins. This involves exploring everything from understanding your target audience to reconfiguring processes. Explore your path towards sustainability:

Innovation
The company must focus its efforts on the constant development of actions, products or services aimed at sustainability or related activities.

A good example of this is investing in the reuse of packaging, bottles and labels, giving advantages to customers who send the packaging back to your company for recycling purposes. As well as using the refill system (in the case of liquids, food and drinks), in which your customers can refill the contents of the bottle or packaging.

Other actions you can take are: financing or supporting NGOs involved in environmental preservation; ensuring the proper disposal of waste generated by your company, especially if it deals with a lot of inorganic material (e.g. laboratories) and choosing only suppliers that follow the sustainability rules recommended by the main environmental agencies.

Social responsibility
Social responsibility should also be incorporated into corporate culture. By encouraging community marketing initiatives or actions aimed at the well-being of society, consumers also benefit.

In addition to the actions mentioned in the previous item, you must carry out internal training with the various teams in your company, so that they are aware of the best practices when disposing of waste, developing products, choosing suppliers, etc.

Post showing a green marketing action that Dover-Roll, a Fizzing client, carried out to encourage beach cleaning
Creating customer value
The use of company resources must generate value and foster customer loyalty, since green marketing initiatives meet the needs of today's consumer, who is notably more aware and engaged.

In addition to actively communicating through your company's digital and offline marketing, publicizing the actions it has taken to ensure a more sustainable world, you can seek out seals from NGOs and public institutions that are references in environmental issues, to display in your advertising materials. To do this, you need to check the specific rules of these organizations.

How to implement sustainable marketing?
The tools and strategies for putting the concept of green marketing into practice include strategic marketing planning, restructuring of production processes, supplier evaluation, social projects, circular economy and much more. Let's examine some practices.

Promote green marketing
This tactic aims to promote actions that promote the environment and support ecological awareness. The goal is to present an environmentally friendly image to the public, based on services, products or initiatives that contribute positively to the environment.

Adopt ESG
ESG, the acronym for Environmental, Social and Cooperative Governance, is not just a marketing strategy, but a corporate governance concept that transcends the financial aspect. The evaluation of corporate performance now includes social and environmental considerations, based on measurable and accurate information.