These days it seems there’s a Starbucks on every corner and you can’t imagine how much waste they generate by the nature of their business. Selling coffee, tea or else in a single use disposable paper cup is a quite wasteful daily job. Today the giant of all coffee companies set a new green goal to make 100% of their cups reusable or recyclable by 2015.

Various strategies have been carried out by Starbucks in making green marketing campaign: Starbucks started to think to create a packaging that can be recycled easily. As said by Starbucks: “It’s our commitment to purchase only the highest quality, ethically sourced and responsibly grown coffee. To reduce our own environmental footprint and fight climate change. And to give back to the neighbourhoods and communities we’re a part of”.

Starbucks has long made environmentally responsible practices a core principle, and the January launch of a new reusable plastic cup was presented as their last take at it. With about 4 billion single-use paper cups going into the trash each year, the company set a goal of having 5% of all drinks sold in reusable cups by 2015.By 2012 Starbucks launched also a campaign for the Earth Day: the big picture where thousands of New Yorkers trade in their paper cups for reusable mugs.  Each coffee cup placed on the sidewalk leads to the formation of a design.  In the end, the large cup display forms an aerial mural of a sequoia tree. And to promote this campaign, Starbucks provided free coffee to customers who brought in their own reusable mugs.

Green marketing campaign is a new way of doing marketing; of course it is not easy to do this kind of campaign, need totality and continuities to do that, so your customers will take you seriously. With totality businesses you can

save the earth through your products and could even propitiate for consumers who want to save the earth.

References:

http://inhabitat.com/all-starbucks-cups-will-be-recyclable-or-reusable-by-2015/

http://ibrandstudio.com/articles/starbucks-green-marketing-campaign