“Go green!” “Green is the new black.” “Go green or go home.” We’ve heard it all! Global sustainability and consumer consciousness has turned into a trend, and it’s hard to miss. Clothing companies are covering their apparel in “green” slogans while using organic, earth-friendly materials. Moms are toting reusable bags to the grocery store, and the Toyota Prius and the Smart Car are beginning to populate the streets.
As a student at Bentley University and a summer intern here at Tipping Point Media, the issues of sustainability and the importance of being aware of your global footprint are constantly at the forefront of discussion. Whether it’s a business ethics course, a biology paper, or the multiple assignments I have in the office, it’s there.
A question that is often brought up is whether or not a company’s efforts to stay green incentivize the consumer to purchase their products. Is being green a major criterion that people look for when they take part in comparison shopping? Basically, is going green worth it?
For me, it absolutely plays a major role in my decision making, and I think I speak for a great majority of my generation when I say that. From the food I eat and beauty products I use to the car that I drive, a company’s reputation in environmental consciousness completely influences my actions as a consumer. Even embarking on the tedious search for a summer internship, I made a list of criteria that I wanted in the company I would potentially be working for. One on my list was having green consciousness as a part of their business practices.
That’s what I loved about Tipping Point Media, or at least what really caught my eye above all other agencies. On their website, they displayed their work with environmental agencies, as well as their strong commitment to raising money for Rochester Habitat for Humanity. Not to mention, under their services, green marketing is listed first.
Young people are beginning to care about their environment; Generation Y, or the millennials, has even been referred to often as the “green generation.” According to a Pew Research Center report, roughly 69 percent of Millennials say they recycle paper, plastic, or glass at home, compared to only 11 percent of Gen Xers.
This generation is growing up in the world of social media, becoming experts in websites, such as, Facebook, Twitter, LinkedIn, and blogs. Not only are these websites user-friendly and simple to use, but they are waste-free. Instead of printing business cards, young people join LinkedIn and become connected with contacts in their field of interest. Going green is not just a trend; it is a lifestyle choice gaining momentum with consumers and corporations. Integrating environmental initiatives into social media practice for companies is not only suggested, it’s crucial for their survival in their industry.
More than one-third of U.S. consumers say they would pay more for environmentally-friendly products, according to a Mintel report. However, as a company, you need to make sure that you practice what you preach. Don’t fall into the trap of doing something just because it’s the current trend because, often times, it can backfire and you risk being viewed as a fraud. Does your product say that it’s environmentally friendly on the packaging? If so, make sure it’s the truth. You don’t want to become another Fiji case study where people are questioning the reality behind your claims.
What do you think about “green” marketing? Are you more likely to buy from a socially conscious company? Do you think “going green” is really just a fad? Let me know your thoughts.
Katie Shill
Interactive Media Intern
The new world of digital media has given us a plethora of new vehicles for delivering our message to a captive, engaged, and targeted audience. From mass reach banner campaigns that build brand awareness to paid search that drives sales and everything in-between, a smart marketer decides which strategies and tactics will best achieve a specific marketing objective.
