There is a growing attention from brands toward sustainable development issues – economy, environment, human resources, ethics, local communities. Why do they care more about it? It is probably because of the mega trend that has been developed for few years now among consumers: the eco-responsibility.
Nowadays, people do not only want to buy a product or service, they buy a brand. And doing so, they associate themselves with it. However, would you like to take part to negative issues as deforestation? Children labour? Unsafe working conditions? Of course not. That is why companies must show a responsible and pro-active behaviour toward these issues. And indeed, everything is about showing, and that is a quite big problem. Their philosophy, values, authenticity must fit our expectations. But we often believe what we see too easily.
So, there comes the greenwashing system. While doing something with high negative affect to people or environment, some companies balance the situation, by organising and promoting good projects – collecting old clothes for recycling – like H&M – promoting the local production of some raw materials – like McDonald’s – and so on. But when computing is done, the real impact remains highly negative and far from the definition of sustainable. However, there are many ways to do the things right. From the eco-conception of the products to the analysis of the product life-cycle, going through a reduction of packaging, there are plenty of solutions to be more “green”. Then, a true green marketing strategy can be established and a high positive impact can occur on consumers.
If there is one thing to remember of this article, it is that there is a door opened for companies to become more sustainable and to communicate better about their actions. This could be the competitive advantage of your business tomorrow!
Source: Lesage M. (2013) Marketing durable et écoconception. Available at: http://creg.ac-versailles.fr/Marketing-durable-et-ecoconception