Green marketing to be worth trillions of dollars by 2017
Consumers are not only increasingly clamoring for green products but for environmentally friendly business practices as well. While many businesses have targeted energy bills and carbon use, other companies have looked to improve their marketing campaigns, including paper-heavy printing and mailing initiatives.
“Green marketing emphasizes … avoiding wastage, [making] efficient use of available resources and [recycling], as a result of which green marketing is emerging as an affordable alternative to conventional marketing,” a statement from Global Industry Analysts.
As a result, a recent study from GIA found that the incentives and advantages of “going green” are likely to propel the green marketing market to reach $3.5 trillion by 2017. This market includes not only print materials but digital channels such as the internet and social media. as well as television, radio and mobile.
However, when companies are implementing green marketing techniques, they should be wary of “greenwashing” – or overstating the eco-friendliness of their product.
In her book, The New Rules of Green Marketing, Jacqueline Ottoman suggests folowing the Federal Trade Commission’s Green Guides to help owners avoid this fate, Julia Barnes writes for the Sustainable Business Forum.
-M. Germaine Parra
Realtor, Feng Shui Consultant
Licensed in DC, MD and VA
Long and Foster Realtors
6862 Elm Street Office, McLean, VA 22101