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Green Marketing Is As Alive As You Allow It To Be

The Future of Green Marketing

How to improve your green marketing messageAustin, Texas: A group of my colleagues and other industry professionals were discussing the future of green marketing last week – and some were wondering if green marketing has peaked and is on the decline.

Is Green Marketing as a broad advertising niche on the decline?

I would say yes…and that is probably a good thing and an opportunity for smart marketers.

Any advertising message has to strike a chord with an audience and that target audience is always changing.

Green marketing is no different.

A green marketing message was never a broad Super Bowl ad type of message– much as a Quit Smoking campaign is not for everyone.

However, there is still a huge demographic that does still want to support green initiatives, buy recycled and organic products and live a greener lifestyle.

That is your target market – and with less clutter and less green washing, it is easier than ever to reach this desired audience–and at a reduced budget.

There is still an audience that is hungry for new products that do not contain chemical additives.

There is still an audience for cars that get better fuel mileage.

There is still an audience that prefers cradle-to-grave product life cycles.

There is still an audience that prefers re-use and recycling.

There is still an audience that clamors for education on how they can reduce their carbon footprint.

There is still an audience seeking energy efficiency in their appliances – at home, at work and at play.

And, with a reduced ad campaign from companies that are targeting this green audience, your green marketing message can now go further with the same ad and marketing spend.

Green marketing is not a mass audience message.

You, as a marketer, control the dialog.

Don’t let the media’s “Scandal of the Day” control the message.

Stay out front in promoting your green marketing message to the right target audience.

Keep it consistent.

Target your audience more succinctly – and let them into your tribe, as marketing genius Seth Godin refers to them.

Now is the time to engage more frequently with your green-friendly target audience.

Let this market grow and spread – and green marketing will take care of itself.

The companies that jumped on the green movement and treated it as a fad are gone – or soon will be.

Those companies that are truly green at its core – and promote a green message as part of their mission and character – will thrive.

Do you think green marketing is dead?

Only if you want it to be dead.

Keep your green marketing message consistent and true, and watch your followers continue to support you and help you to grow.


Robert Piller, President of Eco Marketing Solutions, has over 28 years of experience in running and implementing green marketing campaigns and is a leader in the recycled promotional products industry, including offering one of the largest selections of recycled and reusable water bottles and imprinted coffee mugs, reusable and organic tote bags, recycled pens and pencils in the country. In addition to being a noted writer on issues of social and safety compliance, Robert Piller recently completed his CAS degree and BASI degree — one of the highest honors in the promotional products industry for his years of continuous education and certification. His company’s website, EcoMarketingSolutions.com, features over 25,000 eco-friendly promotional items in all price ranges, for any business or organization interested in going green. The site’s handy search tool helps you easily find biodegradable, organic and recycled imprinted promotional items in your price range and time frame.

Eco Marketing Solutions has a strong Code of Conduct as they carefully vet and qualify all their suppliers.

You can also reach him by email (robert (at) ecomarketingsolutions.com) or comment on his blog postings at GreenSpotBlog.com or below at his Twitter link.

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