Green Marketing Strategies for Real Business Growth


These days more and more customers are looking for green solutions to their needs. They want to know that the companies they put their money into are ones they can trust to not contribute to the environmental problems facing us today. As consumers get smarter about voting with their check books, companies are beginning to claim to be green, even if they aren’t.

This has led many buyers to start researching companies when they are considering using them as a major vendor for their business. Even a company like you see at  are getting the second look to ensure that they walk the talk. If you have a company that has a lot of green policies, how do you tout them without looking like you are claiming more than you do? Here are some ideas for marketing your green side of your business, no matter what you do or how big or small your company may be.

Communicate Your Company Values

You don’t have to hit your customers over the head with a hard-sell campaign to get them to understand exactly who and what you stand for today. But you do need to communicate in a meaningful way what your core values are.

Busiinesses like Patagonia and Ben and Jerrys are a good example of companies that make their core values the center of everything they do. As a result, many customers will pay more for their products because they believe in their core values as well.

Don’t Run from Bad News

Nobody is perfect and that includes businesses. When the worst happens and things go wrong, the best thing you can do is to own up, and let others know that you admit the problem and are working to fix it.

The last thing you need to do when a problem becomes public is to either deny it or talk about it as if it was someone else’s fault. Disclose what you know, own up to what you don’t know and let the public know that you plan to change how you do business or fix the problem internally.

Get Behind a Cause

Sometimes a company will find a cause that fits with their mission and the goals of the business. It can be something simple like endorsing a non-profit that does work you approve. It can be more complex such as when Toyota promoted the awards the Sierra Club bestowed on the Prius when they first launched it.

Whatever the cause, make sure it is a good fit and that the promotion you do is honest. If there is any question about it being above board it can backfire on you and appear as if your goodwill was bought for a price. Nobody wants that kind of reputation for their company or the non-profit they want to support with green marketing.

Standing Out from the Chaos

In the end, it is all about making sure that your company is able to find a way to stand out from the clutter of company logos, without compromising your own integrity. For some businesses, it can be as simple as making sure that you use recycled material for your packaging, for others it may be changing your manufacturing process to produce less waste. Whatever you decide to do, make sure that the world out there knows that you are a responsible steward of this planet.