Eco Marketing is increasingly available

The fact that Eco-marketing is more effective than other forms of advertising is supported by the results of research and by action seen increasingly by large companies. Using the possibilities offered by this form of image building, has so far been the domain of large corporations. Today, Eco-marketing descends to the masses due to the depreciating technology-friendly regulations, subsidies, and the possibility of participation of small investors in large projects in the field of Renewable Energy Sources (RES). The strategy of image building that cares about the environment, results from the growing public interest in ecology. In a study conducted by The Gallup Institute, up to 94% of consumers surveyed declared that they will use the services or products of companies that care about the environment. There is a growing social awareness (also Polish) that our daily choices have a huge impact on the future of our planet. Investment in ecology can therefore quickly return, especially when not all competitors manage to take steps in this direction.

Companies create their eco-friendly image, make changes in the production process, develop ecologically safe products and their packaging and join in a variety of ecological activities and sponsorship. Then they try a variety of methods to get this information to potential customers from simple information on packages, high budget PR activity, sponsorship and advertising campaigns. Not only should products be organic, but the whole activity of the company should support environmental protection. Buildings in which environmentally friendly companies locate their headquarters are also environmentally friendly and energy-saving – made of environmentally friendly materials and designed to consume minimum power. Additionally, these buildings is powered by green energy from the sun, wind, or other renewable energy sources . The location of buildings is not without significance for the ecology, due to  physical access of employees by public transport. Large corporations with hyper stores cover their roofs with photovoltaic panels and even buy wind farms to ensure their customers that they produce as much green energy as they use themselves, and thus their activity is neutral to the environment. The car fleet of business caring about their eco-conscious image, more and more often includes hybrid models that consume much less fuel and emit less pollution.

Fortunately, being “eco” is now becoming easier and cheaper and incidentally may ask whether our customers appreciate this fact. The technology of obtaining energy from renewable sources is becoming cheaper and more efficient, and by the way, you can count on subsidies for their purchase. After all, if a given enterprise does not have the possibility of installing enough renewable energy sources, for example, it may, like Ikea, buy wind farms. Over the last couple of years since we have the opportunity to acquire a stake in such power plants, for the amount available even for small businesses that want to be “eco”. Tomasz Kopiszka, founder of EKO BUSINESS Poland, which grants certificates to investors in wind farms, says that the vast majority of people opting for acquisition of shares are doing it in the first place due to the expected high returns on investment, and marketing issues are secondary for them, but there are also companies where the recipient (large retail chains) are even forced to demonstrate the production of green energy, at least the amount they consume themselves. Our certificates contain information about the amount of green energy, possible due to the contribution of the investor, and the amount of CO2 that does not pollute the atmosphere – adds Kopiszka. Thus, not only the image in the eyes of consumers can be a force for pro-ecological activities in companies, but the pressures of the business environment in which we operate. Such a stimulus is also undoubtedly the provisions of the European Union in the field of environmental protection. An example would be only the 4R concept: reduce, reuse, recycle, repair, resulting from art. 17 of Council Regulation (EC) which contains requirements for waste reduction, reuse, processing, and extend the product life cycle through their cost-effective repair. Fortunately, the EU does not only force but also supports environmental measures, through the aforementioned subsidies, but also free training for companies such as the “ecological building of product brand and corporate image” implemented by the EU, under the project “Eco-marketing in business”.

Will the easier access  to the possibilities of being “eco” contribute to the popularization or the decline in the importance of eco-marketing? If we are all “eco”, will we lose marketing the momentary advantage gained through our actions in this regard? Perhaps, but  being left behind will mean certainly losing some customers, especially when their awareness in this regard, even in Poland will grow. With today’s possibilities, there are cheaper and thus profitable investments in ecology, or RES, will mean not only new customers for our companies , but also considerable savings and even profits allowing the company’s revenues to be partially independent of the economic situation.

Przeczytaj ten artykuł w wersji polskiej: http://www.businessmantoday.org/eko-marketing-co…ardziej-dostepny/

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