When it comes to marketing green energy, now is the time. More people are shifting to an eco-friendly lifestyle, and 64 percent of consumers stated that they are willing to pay more for environmentally responsible or sustainable products. With the rising costs of cooling and heating a home, this is also an ideal time to reach companies and consumers to implement energy saving methods. Marketing green energy comes with its own unique challenges and opportunities, which is why there are different marketing strategies in this area.
Develop a Message that Aligns with Core Values
When it comes to marketing green energy to companies, they need to understand how making the switch will lead back to their core values and mission statement. For some companies, this may be easier than others. For example, the brand Patagonia has their Go Green movement that’s stated in the company’s mission. For a company that’s already focused on sustainability, it’s going to be much easier for them to take on green energy as well. Look at the core beliefs of companies and focus on target marketing. A general approach may not work as well so smaller marketing campaigns may be needed.
Understand the Target Market
When marketing green energy, there will be a significant difference for campaigns designed for companies and campaigns focused on consumers. When focusing on the domestic market, look at broader strategies that will let each person know how much money they can save with green energy trends. This is ideal when putting the spotlight on sustainable ways to power a home, such as solar panels. In contrast, marketing for commercial purposes may focus on the larger impact of green energy and the bigger picture. Consumers are primarily interested in knowing the benefits for themselves so ensure that marketing campaigns take the target market into consideration.
Target the Biggest Users of Energy
When it comes to marketing, focus on efforts that will make the largest difference in the industry. For example, every company can benefit from green energy, but green energy campaigns focused on PepsiCo and Coca-Cola can make a significant impact. Both of these beverage makers have business around the world and are huge users of energy and water. By reaching out to them specifically, Coca-Cola began a campaign for conservation around the world. PepsiCo also followed suite with campaigns on reducing water and energy usage across all business operations. By focusing on some of the largest users of energy consumption, it’s possible to have a significant difference.
When it comes to green marketing, this is not only promoting products or services that have environmental characteristics. It instead involves modifying the entire brand and changing the manufacturing process. For many companies, this can be a huge change to their process and there may be reluctance, especially if the changes increase their costs or cut into profits.
Effective marketing for green energy involves taking a different perspective and considering the global consequences on environmental degradation. This is about a brand’s ability to survive and meet their customer’s needs without causing harm to the environment. This led to a new marketing paradigm where consumers have an active role in the green initiatives. When reaching businesses, involve consumer bases as much as possible. Their buying power can make a significant difference.