As seen in the recent articles on Seventh Generation and Ali Baba’s Pizza, environmentally friendly practices are becoming a prominent marketing strategy. Society is increasingly more aware of the environment and many customers are actively seeking out companies with environmentally friendly practices.
Another example is the marketing component of recycling. In the Cowichan Valley on Vancouver Island, there is a small recycling company called Cowichan Recyclists. It is a two person company that helps businesses set up recycling and composting programs. After initiating a system they will pick up the waste once a week, but rather than picking it up by car, they come on bikes towing a trailer. They have created an emission free way to recycle. The businesses that use Cowichan Recyclists benefit in two ways: having their waste taken away in a sustainable manner, but also by marketing their use of the Cowichan Recyclists, they can attract environmentally conscious customers. It is especially effective in places such as the Cowichan Valley, where environmentalism is a major priority for the residents. Similarly, Ali Baba’s new eco-friendly pizza box will most likely thrive in Victoria because the residents are eco conscious.
As environmentalism becomes are growing priority, we are finding more companies that are benefiting from marketing environmentally friendly practices. Whether the company roots its mission statement in environmental practices or introduces a line of environmental products or just simply a company that recycles, by marketing their practices they can increases profits.