Marketers understand that ‘going green’ is more than just a fad; it’s an essential business practice that consumers respond to. However, companies are embracing the green movement in many different ways. For example, certain brands like Ben & Jerry’s and retailers like Walmart have been working on this for a long t
ime. They have also recognized the importance of connecting with college students, a demographic that continues to aggressively embrace to green movement.
According to an Advertising Age article, the integrated marketing manager at Ben & Jerry’s, Noelle Pirnie, has said that, “These aren’t just ad strategies; [being green] is built into the way we do business.”
In fact, the company has shown its commitment to the environment by measuring the company’s CO2 emissions, purchasing clean renewable energy, and implementing its “Lick Global Warming” campaign. “Lick Global Warming” is a game that people can play that teaches them how to reduce their CO2 emissions, and puts pressure on the government to join in the fight against global warming. Another way that Ben & Jerry’s spread word of its environmentally friendly efforts was by being the sponsor of the “Campus Consciousness Tour” that educated students on global warming. The company also generated buzz by placing a 1,140-pound, four-foot-tall container of Baked Alaska flavored ice cream in front of the Capitol to raise awareness on the damages that drilling in the wildlife preserve would cause.
Throughout the years, Ben & Jerry’s has been truthful in its efforts to go green. The company used unique methods to reach out to its customers, the government, and society with the goal of exposing the dangers of global warming. Not only did its marketing efforts promote the company’s attempts to help the environment, it also persuaded others to join in the movement.
Walmart has also become a leader in the green movement. The retailer has made significant progress in establishing more energy efficient stores. Some efforts include installing LED lighting, energy-saving HVAC systems and more efficient refrigeration systems. New stores are also being constructed with recycled materials and white roofs to reflect the heat. Walmart would eventually like the labels on all of its products to include information regarding the environmental costs associated with producing them. This encourages suppliers to be more energy efficient and it sways consumers into buying products that are less harmful for the environment.
Has your company made an effort to go green? If so, how have you leveraged this as part of your overall marketing strategy? If not, what are some of the challenges that have prevented you from going green?
Picture Taken from:
http://freshome.com/2009/02/03/going-green-inside-the-home/
Jenaleigh Landers is an intern with Griffin York & Krause. She is currently a full-time Business Major at Saint Anselm College.
