News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
How to connect through green marketing
Since the initial Earth Day more than 20 years ago, brands and businesses have tried to connect with consumers based on environmentally conscious ideas. Much of this connection, however, has missed the mark. As debates over global warming and oil prices heat up, though, more consumers are looking for ways to help the environment and pinch pennies at the same time.
The problem is that these green marketing objectives aren't convincing buyers that green products are actually helping the environment. According to a Burst Media survey, most consumers (89%) are at least somewhat 'green', but many are skeptical about actual product efficiency claims/advertising. Less than 20% believe green products work better than non-green products and nearly 40% believe green and non-green products work 'the same'.
"[The] vast amount of green jargon and green labels can make it difficult to gauge how environmentally preferable a product actually is," said Barbara Wells, Senior Vice President with Staples Promotional Products. "To help avoid confusion, it's important to look at the product's makeup, including the amount of recycled content within it. At Staples Promotional Products, we make sure that if we are labeling a product as eco-conscious, we are verifying the percentage of recycled polyester or true organic cotton in that product."
Promotional products such as biodegradable pens, recycled-material t-shirts or jackets or coffee mugs made from corn was innovative ways to associate a brand's identity with products consumers will use and enjoy. The Staples platform allows brands to create eco-friendly products, from the actual pad of paper, for example, to the packaging of the product. The best part?
"Companies are making sustainability an inextricable part of their corporate culture," said Wells. "As such, they're successfully incorporating environmentally preferable practices and products in campaigns throughout the year."
Two interesting promotions that Wells has seen created through the Staples platform? Super-soft t-shirts made from recycled plastic bottles and desk accessories made from recycled rubber.
"During a recent major corporate event, another customer of ours provided fleece vests made from plastic soda bottles to even staff and customers. The inside labels shows that the garments were made from recycled materials," said Wells. "Recipients were proud and excited to wear them - providing a great testament to and advertisement for that company's brand."
- Report: Over half of Millennials have or will use Bots
- Report: Finances key to engaging Boomers
- Top 3 tips to strengthen travel-based ad strategy
- Report IDs differences in how people use social
- Ad Roundup: Platform expansions and a partnership
- Survey: Hispanic SMBs show strong optimism
- Ad Roundup: Partnership, integration to bring brands more
- Report: Super Bowl ads drove traffic into stores
Featured White Papers
- Learn Why 83% of Advertisers Are Reporting Superior Outcomes With People-Based Ads
Traditional digital display advertising doesn't work. The information in this report is based on an online survey of 350 senior...
- 2016 Email Marketing Metrics Benchmark Study
To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can...
- 10 Ways to Use Customer Lifetime Value to Reinvent Your Marketing Strategy
CLV insights can help you to attract high-margin customers, target clusters of customers with untapped value, and retain high-value customers...
- 16 Innovative Loyalty Programs of 2016
Engaging customers in a loyalty program is no easy feat. Read how 16 brands grabbed headlines in 2016 by launching...