Green business marketing to make the environment safe

The marketing of products that are presumed to the environmental safe is known as green business marketing. Green business marketing incorporates a wide variety of activities that includes product modification changes to the production process, packages changing and modifying advertising. The term green business marketing came into existence in the late 1980s and early 1990s. Defining a green business marketing is not a simple task because several meaning intersect and contradict each other.

The similar words used are environmental business marketing and Ecological business marketing. It all depends how we define a green business marketing however green business marketing can also be defined as serving customer’s needs with products that perform equally well or better and providing them with transparent information based upon sound science. If we add that green business marketing leads our messaging with primary benefits that are the money savings, the health benefits, the convenience associated with sharing a car or owing one and supplementing messages, then the green business marketing sounds well and alive. The 

American Marketing Association (AMA) held its first workshop in 1975. The proceedings of this workshop were resulted in the very first book on green business marketing that was named as Ecological Marketing. According to the author of 'The New Rules of Green Business Marketing', Jacquelyn Ottoman, the environmental considerations should be integrated into all aspects of marketing. The nature of marketing green business also suggests that besides suppliers and retailers, new stakeholders should be enlisted including educators, members of the community, NGOs and regulators. There are many challenges faced by marketing green business. But despite all these challenges, green business marketing has always continued to gain adherents particularly in the light of growing global concern about climate change. Marketing green business is a great idea that provides the consumers a number of opportunities. For an effective marketing green business the consumers must be educated, should be genuine and participating opportunities should be given to them. Being genuine means that you should claim that whatever you will do, that would be for marketing green business campaign and all the business policies should be consistent that meet the needs of the business.

By giving the consumers an opportunity of participating means personalizing the benefits of your environmental friendly actions normally through letting the consumers to participate in the positive environmental actions. Let’s take an example for the marketing green business campaign. We suppose that we have decided that we will no longer use the plastic bags to wrap the consumer purchases. As we all know that traditional plastic bags take about one thousand years to decompose and we want to do our part to stop the proliferation of plastic bags in landfills. Now we feel that this kind of environmental action would be popular with the potential of the consumers and they will get a good opportunity to do green business marketing. In this example, to be genuine means that we have to ensure that none or our business practices contradict our decision of not using plastic bags.