Green marketing, often also referred to as climate marketing, climate marketing or ESG marketing, is the marketing of an organization’s performance or progress in achieving its ESG goals or the environmental characteristics of products or services with the help of various external messages. With increasing evidence of climate change and the disruption of natural ecosystems, stakeholders expect organizations to have environmental programs in place that aim to protect the environment and ensure the long-term viability of the planet for future generations. The rapid increase in public interest in the environmental performance of organizations and the resulting marketing effect has led to a sharp rise in “greenwashing”.<\/p>\n<\/div><\/div><\/div><\/div><\/div>
According to a 2020 study by the EU Commission, 53% of the environmental claims reviewed in the EU were found to be vague, misleading or unsubstantiated and 40% were unsubstantiated. The resulting increase in consumer skepticism has led to a growing demand for environmental transparency. Stakeholder demand for ESG transparency and increasing greenwashing has led to the EU creating a new set of rules in the form of the Green Claims Directive.<\/p>\n<\/div><\/div><\/div><\/div><\/div>
Essentially, green marketing means advertising your own company’s sustainable products and technologies. According to the market research institute Facit Research, almost 70% of customers attached importance to the sustainability of the products or the company in 2017.<\/p>\n
This proportion is likely to be even higher at present. It can therefore be assumed that green marketing and an underlying commitment to sustainability will pay off for companies.<\/p>\n<\/div><\/div><\/div>