One of rising marketing tactics is called Green Marketing. Green Marketing is one of marketing tactics that aims at promoting the environmental benefits of products, or a company’s sustainability initiatives. It continues to grow in popularity in sense that customers are increasingly integrating their environmental values into their purchasing decisions. Also, customers are willing to support companies which incorporate sustainability efforts into their product and service offerings.

For example, Scott had a great success in promoting its products by using Green Marketing. Scott launched a new line of toilet paper, paper towels, napkins, and wipes made from 40%–50% recycled content. The decision was based on research conducted on Scott’s value-minded customers: the research found that 86% are interested and 41% are very interested in products with recycled content.

Green Marketing became a mainstream, and this is really important because it helps companies promote their environment friendly products. Thus, it reduces the causes of global warming and other environmental problems or issues. Furthermore, it can be an opportunities for companies to have new market, and new target customers. Green marketing will allow companies to establish sustainable competitive advantage by reducing costs and emphasizing its social responsibility of firm.

Sources:

http://www.scottbrand.com/products/naturals

http://www.avsgroup.com/Resources/Articles/GreenMarketing.aspx