Not So Easy To “Green”

Fears of global warming, increasing the earth's resources and the more polluted pollution environmental problem is still the world's attention.

Reported Mintel, a market research firm that approximately 12% of the population in the United States, known as "Green's right," or users who are looking for and regularly buy green products. Additional 68% of the population can be considered "Green Light," consumers who buy green products for some time. The study shows Mintel eco-conscious consumer. There may be opportunities for marketers to create a connection point with their prospects and ultimately increase their bottom line by using green marketing, if designed properly.

Green marketing is a hot trend that is expected to grow as awareness of and concern for environmental issues increased. Unfortunately there are many issues that marketers must be aware of before starting a green full-throttle marketing campaign. No but as with all efforts, the research will help marketers determine whether, how, or even when a green marketing strategy is right for their company.
According to the American Marketing Association, green marketing, also known as ecological marketing or marketing environment, marketing of products that are considered to be a safe environment, or increase, or at least reduce the negative impact on the physical environment . This type of marketing can affect how the product is packaged, processed, modified, or advertising. There must decide on the definition of green marketing is a simple task, a variety of social, environmental and retail definitions embedded in this term.

Companies must avoid "greenwashing" marketing techniques the company claims environmental responsibility, but few actually achieve. Organizations claiming to be green without actually maintain their commitment to the environment believes.

The lack of agreement between the marketers, regulators, environmental activists and others about the rules and interpretation of existing Federal Trade Commission (FTC) law on the marketing of green products are becoming a major concern. Indeed, a recent FTC warning to companies to take liberty with eco-friendly claims in advertisements without making a positive impact on the environment.

To add to the uncertainty, consumers are increasingly confused about what green really apply a company or product is considered environmentally friendly. Public doubts about the company claims to be environmentally friendly, and especially the target of suspicions in the niche market of consumers most interested in environmental issues should be addressed.

Perfect storm brewing for marketers to create a marketing failure for their companies, if they are not doing their homework. The merger will increase public expectations for companies to be green, and lack of agreement on environmental marketing standards by consumers, companies and marketing professionals to do more important for businesses to learn and understand the green marketing. The first step is to express an interest and may provide a link for users to learn more. One of the efforts of honest and well planned with input from users can provide a stronger marketing programs that benefit the earth and environmental bottom line.