We took a critical look at green marketing and found that marketers who have actually experimented with green messages generally found them much more effective than their typical messaging fare. But there are areas where it proved more and less effective. We studied the media used, the types of companies, and the internal management and politics of those organizations. All showed interesting trend lines that showed influences of whether a marketing campaign would ultimately prove successful.
The study includes data on:
- Green marketing effects on product pricing
- Which companies are spending on green marketing
- What media are most used
- What media are most effective
Providing specific examples, we include four case studies of green marketing campaigns from USPS, Timberland, HSBC and Aveda.
- 80% expect to spend more on green marketing
- 4 times as many marketers said green marketing was more effective than those who said it was less effective
- The internet was both the most popular medium employed, and also the one that marketers found the most effective
- Nearly half said decision-makers hold green marketing in high regard
“In what may come as a surprise to marketers – a group sometimes defined by a level of skepticism – the results of the study indicated that, for the most part, marketers are engaging in green marketing because they perceive it has value. 33% of respondents said green marketing was more effective than their normal marketing efforts, with just 7% saying it was less effective. ...”
“Companies that view themselves as the most green spend the most on green marketing, while those that see themselves as least green spend just a fraction of their marketing budgets on such tactics. This indicates that marketers are backing up their beliefs of the company’s level of ‘greenness’ with marketing campaigns, rather than creating green campaigns to be part of the trend, or more cynically, to deliberately shore up a known weakness. ...”
“Interestingly, most firms indicated that they were in the ‘somewhat green’ to ‘very green’ categories, but they tended to believe their customer base thinks them less green than they really are (71% who think themselves ‘somewhat’ or ‘very’ green, compared to 67% who think their customers view them as green). This gap, while small, is persistent among the respondents, and may indicate why green marketing is on the rise. ...”
See our executive summary for more details.