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Green Marketing is not really persuasive.
Posted by on May 29, 2012
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As the most part of the consumers, maybe is normal to realize that the “green strategies” are not exaclty what they should be. Sometimes you hear in the midia things about this, but the truth is that many enterprises invest in a “false” sustainability. In some researches in countries as Brazil, for example, the suspicion is in about 80% of the consumers.
For some specialists it is not because a campaign is embracing some green iniciatives that is necessary to publish it anywhere without criteria, you have to know how to do that in a sophisticated way so the people will realize that your business is indeed interested in this part and is trying to get better.
According to Giles Gibbons, CEO of Good Business, is one of the entrepreneus that defends a different approach with the consumer when the subject is environment and sustainability.
To change the world you have to do this by your business. This is one of the ways to put new practices in the market and help to change what is wrong today. If the enterprises have this power of change the things you have to invest in this in your enterprise for the best. The bad communication creates a bad idea of what the sustainability is. For sure there is a differentiation when we think that a enterprise is more linked with this part, but to make the consumer know this you have to know how to do this.
Many things related to sustainability are discussed in Universities and in theory, but never indeed in the market. If something is passed to the consumer, it has to have a utility, or i will ask myself why are they doing that? And this is also the opinion of Gibbons. To make the consumers believe in you, you have to invest in the right communication, this is not done only with your company’s image but also with the “extra” benefits your product offers, beyond the environmental concernings of your enterprise and consumers.
Doing this you will not ignore the advantages of investing in the green strategies as a differentiation, the directors and the hole enterprise will be committed with the tasks and procedures involved.
