green marketing

Green marketing: the responsibilities of the company

Green marketing: what to do to be an eco-responsible company?

According to Oxfam France, the carbon footprint of CAC 40 companies is around 4,100 kg of CO2 per 1,000 euros of turnover achieved. Green marketing constitutes a solution to this dilemma affecting the entire economic fabric. Discover below new ways to shoulder the social responsibility of the company, especially its duty towards ecology.

Green marketing goes beyond communication

Many companies reduce green marketing to an advertising campaign about their environmental actions. By encouraging consumers to recycle packaging cardboard or contribute to reforestation, a company seeks above all to enhance its brand image. We will have to do more if it actually wants to rally around ecological causes.

Green marketing consists of considering environmental issues in the way a company operates. It invites better understand the life cycle of a product. For example, we should offer more sustainable goods made from natural raw materials. Production should be done close to consumers. Distribution must have as little carbon impact as possible.

Clean entrepreneurship generates additional costs, but in France, one in two consumers would be willing to pay more in the name of protecting the environment. Beyond advertising spots on the company’s green actions, it is better to devote a Research and Development budget to reduce the carbon footprint of the business model.

Dissociating different types of green marketing

Many companies choose passive green marketing. They simply obtain an environmental permit and comply with current legislation. Then, some companies are partially green. They imitate the eco-responsible attitude of other brands. These entities copy their competitors in order to better position themselves on the market.

In some groups, green marketing is only practiced internally. They pay a lot of attention to respecting environmental rules during production. Internal waste is properly managed and used water is purified. However, the process is not clean without a recycling program.

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Sometimes, companies begin a responsible approach by controlling their carbon impact. However, the most innovative and clean methods remain at the experimental stage in the name of productivity. However, nearly three out of four French people would be ready to change their consumption habits for the good of the Planet.


Avoid greenwashing

According to the definition of the Ecological Transition Agency (ADEME), greenwashing amounts to pretending to be an eco-responsible company. This approach leads to false advertising. It would be better to let others evaluate the efforts made in favor of ecology. Professionals have made it their job. This site offers to find out more.

In 2020, the Professional Advertising Regulatory Authority is sounding the alarm. According to the ARPP, 11% of ads mentioning the environmental cause are biased. Moreover, 64% of consumers believe that companies lack transparency on the real manufacturing conditions of common products.

ADEME advises bringing more clarity to the vocabulary used in advertising. Information on packaging should be completed, particularly that relating to product traceability. It would be better to promote the ecological benefits of an offer with supporting evidence.

Conclusion: green marketing amounts to:

  • Reduce the carbon footprint using local raw materials.
  • Use biodegradable packaging and harness renewable energies.
  • Work to maintain environmental certifications and eco-labels.
  • Maintain transparency on commitments to the environment.
  • Devote more budgets to biodiversity.
  • Contribute to awareness-raising efforts among the younger generation.