What is green marketing?

Caring for the environment is becoming an obligation for many brands, especially in the fashion sector. Find out about this trend.

As the environmental problems that threaten our planet become more evident, more people are willing to spend their money in other ways. They now favour aspects that were previously indifferent to them, such as the proximity of the product, the use of recycled materials, the choice of better quality raw materials, among many other aspects. At Teipe Digital we tell you everything you want to know about green marketing and everything your brand should take into account when planning its future steps.

What is green marketing?

Green marketing is on the rise and involves a number of different actions, such as creating an environmentally friendly product, using recyclable packaging or recycled products, adopting sustainable business practices (such as improvements in the production chain) or focusing marketing efforts on creating messages that communicate the benefits and raise awareness about the importance of choosing green products.

While this type of marketing can be more expensive, it can also be more profitable as more and more people are jumping on the bandwagon. For example, products made in North America are often more expensive than those made in the suburbs, where cheaper labor is used. However, their carbon footprint is much smaller because they don't have to travel across the globe to get there. So for many businesses and consumers, the environmental benefit justifies the price difference and also becomes a brand differentiator that sets them apart from their competition.

Green Marketing Methods

In addition to producing an environmentally friendly product, marketing is also known to use a lot of resources unnecessarily. Here are some ideas that can be part of a green marketing strategy:

• Use environmentally friendly paper and ink to print your marketing materials.
• Have a recycling program
• Use eco-friendly packaging
• Use efficient packaging and shipping methods

Slow Fashion and sustainable fashion

Have you heard these terms before? When we talk about green marketing, we cannot forget how the fashion world has changed in recent years.

The fashion world has always been characterized by being highly polluting and disposable. However, many fashion specialists have joined this trend, which is more than a trend, it is a way of life: slow-fashion.

Slow fashion is a challenge for both brands and consumers and means being more conscious about the use of resources, production based on demand, and selecting higher quality raw materials that last longer.

The Richel Case

Richel is a very special case of slow-fashion. It is a business that started a long time ago and that the granddaughters of the founding entrepreneur are now taking up and relaunching, using high-quality fabrics that had fallen into disuse.

The pieces of this brand are made in small quantities, in collaboration with NGOs and workshops that work with and train people in vulnerable situations. In all of their collections you can find a label with the names, ages and nationalities of the people who made each garment.

The company's packaging is also made from recycled products and is designed to be reusable. This is one of the main characteristics of green marketing, which requires consistency across all of the brand's processes.

Our team designed their new e-commerce site, which reflects the combination of glamour and commitment to contribute to a more responsible way of doing business. We invite you to visit it!

Did you already know about this trend? Does your brand adopt any of these practices? Are you thinking about where your business should go? At Teipe Digital, our marketing team and sales specialists will help you plan a solid strategy with future projections. Contact us!