23rd May, 2008
This morning I flicked through the latest copy of a Marie Clare, a popular women's magazine. It isn't a title that I would normally buy, but it is the first "eco-chic" issue of the glossy mag. I was intrigued to find out which brands are making a commitment to the environment and also how I might be able to make a difference, even if it is only a small one.
I have noticed a real change in magazine advertising of late, with a string of tag words being used to promote products and services. Eco friendly, organic and ethical - to list only a few. Today, it seems fashionable to think about "green issues" and companies such as M&S, Yeo Valley and Sainsbury's all promote moves that they are making to provide a "greener" service to customers. It seems that consumers are choosier about purchasing products, preferring to spend more on "fair trade" goods, opposed to cheaper alternatives.
Now many companies are addressing environmental issues and viewing it as a corporate responsibility to support customers and colleagues in making life changes that should benefit the environment.
The whole "green issue" has made me consider marketing at large and if you are considering making changes within your own company, it does seem that simple moves can make all of the difference. At Nexus we have lots of ideas on green marketing to include:
* Energy efficient methods of setting up/running a website
* Using recycled paper for print work
* Bulk buying and grouping deliveries
* Use of eco-friendly products for promotions such as reusable carrier bags
* Recycled office materials to include mouse mats, pens and rubbers
* Database cleansing to ensure there is no wastage when distributing direct mail
Some companies have already introduced eco-friendly intiatives, with Marks & Spencer switching most of its clothing labels to say "Think climate" and advising people to wash at 30 degrees, which dramatically reduces energy consumption. All Yeo Valley Organic products use packaging which is designed to be easy to recycle and Sainsbury's has pledged to that it will be the first major UK retailer to convert a fifth of its online delivery fleet to green electric vehicles.