It’s no secret that the key to increasing brand loyalty is by connecting with your consumer's core values; that’s just marketing 101. But businesses are increasingly discovering that demonstrating a high level of social responsibility can increase brand loyalty and boost sales among socially conscious consumers. Green marketing, simply described as using environmentally friendly products and processes, is the new trend that influences purchasing decisions while also helping undo the negative impacts of climate change.
The 2014 Nielsen Global Survey on Corporate Social Responsibility asked 30,000 consumers from 60 countries to explain their preferences for green products. They found that a majority of consumers are willing to pay more for green marketing.
Some 55% of consumers were willing to pay extra for products and services from companies committed to positive social and environmental impact (up from 45% in 2011). And 52% had made at least one purchase in the previous six months from at least one socially responsible company.
More than half of respondents reported checking product packaging to make sure it was not wasteful or harmful to the environment. Consumers in the Asia-Pacific region, Latin America and the Middle East/Africa showed a higher preference (64%, 63%, 63%) to pay extra for green, while in North America and Europe preferences were a bit lower (42% and 40%).
Metafour can help you integrate green marketing into your business strategy. We will:
Communicate your green message through advertising (digital, TV, radio)
Promote green aspects of your company through content assets at all points of customer contact
Initiate market research and visualize the results to educate consumers and recommend green improvements
Partner with like-minded businesses for cross-promotion
Support eco-friendly programs and corresponding community initiatives
Focus on green production options
Contact metafour today to see how Green Marketing fits in with your marketing strategy.