One of the issues we have to think about the last 20 years has been climate and environmental changes. This issue, which brands have handled from time to time within the scope of crisis communication plans and within the scope of “corporate responsibility” from time to time, caused the term Green Marketing to be occur.
The importance of the green marketing concept, which can be summarized as all of the marketing activities that plan and manage the processes from the design of nature-friendly products to their final use, reminded itself after the Covid-19 pandemic.
The Pandemic was a Warning for the Changes in the World
Many people from politicians to company executives said that nothing will be the same after the pandemic. While leaving the first waves of the pandemic behind us, it seems to some that nothing has changed, sociologists and psychologists have stated that this health disaster may give birth to a new generation.
Every Great Change and Social Depression Brings a New Generation
It seems likely that we will encounter a new and questioning generation that sees the economic, social, psychological and environmental effects of the pandemic. For brands to survive in the new world, they must respond to the environmental expectations of the new generation and give more importance to green marketing than before.
Green Marketing Is No Longer A Trend
Companies now need to think about ecology in every process they take part in. Brands that see this understanding as a trend may face the risk of losing their credibility and being protested by the post-pandemic generation. Green marketing should be seen as a precaution against any crises that may arise and resources should be utilized.
What is the 4P of Green Marketing?
Although many brands are doing green marketing, for many brands this concept turns into a learning adventure full of new processes. The 4P of green marketing draws attention as one of the building blocks to be learned. The terms can be briefly defined as follows.
Satisfaction: It covers the wishes and satisfaction of your consumers.
Sustainability: It is based on ensuring the continuity of the energy and resources of the brand product.
Social Acceptibility: It is the acceptance of both the product and the operators that it does not harm the nature.
Safety: It means that the product does not put the health of consumers or employees at risk.
If you have questions about where to start in green marketing, you can get support from a full service agency.
Dwt Mandalina / Ayşegül Baysal / Digital Strategist