Green Marketing Strategies in Business: Case Studies, Summaries of Marketing

Download Green Marketing Strategies in Business: Case Studies and more Summaries Marketing in PDF only on Docsity! SAN JOSE COMMUNITY COLLEGE College of Business Administration San Jose, Malilipot, Albay ENVIRONMENTAL MARKETING An Output Presentation Presented by: Cybil D. Lumabad to: Edgar Basabe March 07, 2024 Fifteen Examples of Green Marketing 1. Patagonia Patagonia contributes to climate change concerns and seeks to find more environmentally friendly ways to make their goods. It is also honest with buyers, stating that the jackets’ shells are made of fossil fuels, which are not fully green. As long as the community can perceive the company’s genuine interest in saving our world, this truth will have no effect on the brand’s reputation. The Common Threads Recycling Program is one of the company’s most effective environmental programs. Its purpose was to help customers get more use out of things they’d already bought. For the previous five years, Patagonia has maintained or improved on its “outstanding” rating as a certified B Corporation (151). According to the Fashion Transparency Index, which conducted an audit of the Ventura, California, company in 2020, it received a 60 percent approval rating (the average score is 23 percent). Here are their three key goals for the future: By 2025, we will no longer need virgin petroleum fiber. Better Sweater® jackets are made using recycled polyester to protest Big Oil. Since Fall 2019, they’ve prevented 14.6 million pounds of CO2 from entering the atmosphere. The packaging will be 100% reusable, biodegradable, renewable, or recyclable by 2025. They are using algal ink on hangtags and packaging, reducing plastic, and using QR code technology to cut paper by 100,000 pounds a year. By 2030, the business will be net-zero. First, they are developing less-impactful items to minimize their footprint to 1.5 C. In 2020, the Nano Puff® jacket switched to postconsumer recycled polyester insulation, lowering emissions by roughly half. In addition, the company frequently gives millions of dollars to projects that encourage sustainable farming techniques, conservation of endangered species, and forest restoration. 4. World Wildlife Fund (WWF) The World Wildlife Fund (WWF) is one of the most prominent instances of businesses that have gone green. The reduction of carbon dioxide emissions and the promotion of efficient recycling practices are the primary focuses of this initiative. An innovative rainwater collection system is one of the company’s many eco-friendly initiatives, which have been quite successful. The decrease in staff flights is another example of an environmentally responsible business practice that has been included in WWF’s sustainable strategy. The business recognizes that encouraging customers to travel by means other than automobiles, such as trains and ships, is an effective form of environmentally conscious marketing. 5. IKEA IKEA, a significant brand that is focused on renewable energy and sustainable sourcing, has established a strategy called “People and Planet Positive” that supports eco-friendly practices, solar energy, and regenerative environmental activities. This green marketing campaign’s objective is to lessen the harmful effects that the company’s operations have on the surrounding ecosystem. IKEA is a green marketing example of a company that is striving toward the creation of renewable energy that is 100 percent of the total energy used in its shops and the reduction of its already low percentage of waste to a proportion that is below the existing 15 percent. In 2028, plastic will be shown on the door of the company’s existing inventory. For concerns of food safety and hygiene, IKEA will only continue to use plastic in a small number of its food products. Cutlery and straws, both of which are frequently thrown away, are being repurposed into more environmentally friendly alternatives. IKEA Group’s 2020 revenue was over 40 billion euros. But less than 10 percent of the company’s packaging is plastic. The objective is to eradicate the dangerous element totally, therefore they’re open to any options, including a revolutionary packaging strategy. 6. Timberland One of the world’s most recognizable apparel brands, Timberland, uses stories about the environment to promote its products. Timberland’s strategic partnerships and business director, Margaret Morey-Reuner says that they’ve done a lot of consumer research. if they put two comparable products side-by-side, one from Timberland and one from a competitor, most of the time, a customer will choose Timberland if it’s made with some sort of “green” element. By launching its Timberloop product take-back program, Timberland joins an increasing number of clothing manufacturers that are prolonging the life of their products. Used Timberland footwear, apparel, and accessories can now be returned for a second chance at life. When items are returned, they will either be disassembled and the pieces recycled or repurposed into new products or they will be repaired and sold on a special website. The organization is expanding its collaborations and testing new materials in order to create and implement a green marketing strategy. All product categories will be subject to environmental regulations (TEPS) in the near future, and the company plans to use only organic and renewable materials. 9. The Body Shop Because of the industry’s history of animal experimentation and chemical manufacture, beauty brands are frequently scrutinized for creating eco-friendly and sustainable goods. The Body Shop is a cosmetics retailer known for its commitment to environmental stewardship and cruelty-free product development. In addition to producing goods that do not include the use of animals in testing, the firm also takes vital steps to address issues concerning the rights of farmers, humans, and women. The Body Shop announced that its complete product collection will be Vegan Society- certified by 2023. The new objective coincides with the company’s view that animals should not be mistreated for beauty. Vegan Society accreditation requires evaluating every supplier and producer of the company’s 3,700 raw ingredients. Currently, only 60% of The Body Shop’s items are vegan. Among the key societal concerns that The Body Shop addresses is that of domestic violence. Aside from that, it is among the several brands that are aiming toward achieving 100% renewable energy. 10. Johnson & Johnson's Johnson & Johnson sells bandages and other items for infants and children. It’s also well- known for the efforts it has made to build environmentally friendly procedures internally, including training staff on the job to teach them how to incorporate environmentally friendly practices into their work. The procurement of renewable electricity by J&J is in line with the company’s larger climate action policy. They see a direct correlation between climate change and health, arguing that it alters the patterns of infectious diseases and raises concerns about drought and food scarcity. As part of the Race to Zero/Business Ambition for 1.5 initiative, J&J has established the following interim goals: 100 percent of the world’s power will come from renewable sources by 2025. Reach carbon neutral operations by 2030, exceeding the Science-Based target of a 60 percent reduction in absolute Scope 1 and 2 emissions from 2016 levels. At least a 20% reduction in 2016 levels in the upstream value chain’s absolute emissions (Scope 3). 11. Too Good To Go Every year, 10 million tons of food are thrown away at restaurants. To address this issue, Too Good To Go created an eco-friendly marketing strategy. People all across the world could join the fight against food waste by downloading a unique app where they can buy leftovers. The list contains meals and fruit that are thrown out at the end of service by some of the best restaurants in the country. Consumers will be able to get high-quality food at a significantly lower price thanks to this green business practice example. A mobile app, Too Good To Go, saved 2.5 million meals from going to waste. CO2 emissions are reduced by an additional 2.50 kg for every saved meal. Too Good To Go will offset unavoidable emissions by funding climate action efforts. In 2020, they financed initiatives in Peru and India; in 2021, they added Malawi and Turkey. The food system is the largest deforestation driver. Too Good To Go proposes a sustainable food system by protecting the Peruvian Amazon and preserving biodiversity. The REDD+ Project teaches sustainable agriculture practices and offers jobs for locals. Too Good To Go also agreed to finance a renewable energy project in India to offset its high-emitting web servers. This solar plant boosts India’s renewable energy system. This initiative reduces 659,000 tons of CO2e per year. 14. Boden Boden creates eco-friendly swimwear in a broad range of styles and colors, all made in the United Kingdom. Because of the tremendous impact that they have on our environment, universal brands like Boden have a responsibility to pay attention to the sourcing and supply chain. Boden is well-known for its remarkable principles towards sustainability, which include supporting an ethical supply chain, lowering the company’s impact on the environment, and supporting charities that are also equally responsible and sustainable. Additionally, the brand pledges to mend or replace any item you purchase from them if it does not last for at least 365 days. Boden claims it will employ 100% sustainable viscose, 100% organic and recycled cotton, 100% regenerated and recycled nylon, and 100% Lenzing-certified Tencel by 2025. It also stated an aim to employ entirely responsibly sourced denim by 2022. 15. Hershey One of the primary components of the legendary chocolate company’s new branding is a focus on environmental stewardship. When it comes to their business methods, the corporation has made environmental sustainability their top concern – so much so that they’ve made it their aim by 2025 to cut greenhouse gas emissions by 50% from their own missions. Hershey has done more than merely follow environmental trends, as one of the top 10 environmentally responsible companies in the United States. Hershey takes their charitable work one step further by recycling company items for use in the cause. They have also used their blog to disseminate information on recent developments that might have an effect on the environment, such as a recent article regarding product packaging that can actually be consumed by the consumer.