Marketing and advertising has always been a prime mover of economic activity. They create a huge direct and indirect employment, a flow of money and initiate consumer activity that is a lifeline of any economy.
Owing to the criticality and necessity in business and revenue generation, marketing activity has mindlessly taxed the precious resources to achieve its motives and targets. The resultant is visible in the form of ruthless ecological destruction, depleting resources and energy crisis. The global concern for sustainable development has highlighted the need for going green in every sphere of human life; and that includes marketing.
Green Marketing for better future
Green marketing means deploying resources in a manner that reduces adverse impact on the environment. It incorporates processes that take care of sustainable ecological development and advancements in technology simultaneously. Digital advent is effectively helping ‘greening’ of marketing activity by changing the very fundamental methods of marketing. Green marketing can be effectuated,
• By utilizing greener mediums of marketing like internet marketing. The internet has been the key-initiator creating paper redundancy. Hitherto traditional marketing methods relied heavily on paper that gobbled a chunk of our green cover.
• By using mobile phones and cellular network to send messages directly to prospective customers. It can do away with the need of circulating pamphlets, brochures and other printed material.
• By using solar, wind and other non-conventional energy resources for illumination. It can reduce our dependence on traditional energy resources that are generated by fossil fuels or natural resources.
• By doing away with the use of plastic and other non-biodegradable materials used commonly in marketing and packaging. Internet marketing can, instead, reach consumers’ homes without depending on these.
Green marketing from the core
Other than these outwardly methods of going green, the campaign will be effective and successful in a true sense only if it is incorporated at the root of every process including designing, manufacturing, marketing and waste disposal.
Internet marketing has already affected the marketing methods and strategies. More and more companies are adopting this eco-friendly method that rides on advantages offered by the internet. Consumer awareness program shall also be crucial in this aspect. Eco-aware consumers can opt for the product and methods that are less taxing on the environment. Large consumer preference for greener products will compel the manufacturers to adopt eco-friendly practices.
