Green marketing, in layman terms, is basically the development of products that are considered to be environmentally safe and sound. It involves the development of new techniques that are eco-friendly and focuses on the further introduction of strategies involving such techniques. It can also be referred to as Environmental marketing or Ecological Marketing. It, not only redefines the pre-existing marketing strategies and business plans but also provides an insight to the new ways to market new deals while not compromising with the environment.

It, being not an easy job involves lots of techniques and procedures to be implemented and done by the marketing companies and government but is sure a promising field too. Such tools and instruments have been developed which allow ecological considerations to be introduced into marketing decisions, for example, life cycle assessment.

A company doesn't really have to own a green-themed business in order to benefit from making its products more eco-friendly. Employing green marketing strategies will bring caché to the brands and will help streamline and make a company's message more impactful and healthy, by leaving a lighter footprint on the earth and thus, helping to educate everyone one might come across in the ways of planet preservation.

The few main strategies that could be employed are as follows- A company could start using more eco-friendly techniques and methods in the manufacturing of their products and go green. Advertising such products by highlighting their eco-friendly origin might lead to an elevation in their consumer levels. Companies could allow the employers to work from home and thus help in providing perks and improved productivity. Use of CO2 friendly servers and biodegradable items in office are also major steps ahead. The products can be assessed and their 'green-ness' can be determined to get a green seal from the government. It has already been implemented in US & Canada and several NGOs are currently supporting the use of such goods there.

Although, there is a key point regarding those companies who really don't have any interest in getting greener and are just seeking more benefits i.e. they, in fact should take a holistic approach & get everyone on-board to plan real strategies to get a way inside the green marketing and thence serve the planet.

By the application of new technologies in the field of environmental biotechnology like genetic engineering and cleaner technology which is mainly used in the case of oil spills, the approach of green technology could be developed further. Companies or business organisations will thus be able to attract new and more customers, mainly those who are environment conscious. By putting a label of environment-friendly on their products, the companies will not only benefit themselves but also the customers and the ecosystem of earth. A huge rise in these approaches is expected to be achieved by the end of current decade. Significant causes for instance, the formation of ozone hole in the earth's outer layer are prompting both customers and companies to become more and more eco-friendly. Although, one of them will have to take an initial first step towards being green.

Several companies have changed their manufacturing strategies since the advent of green marketing. Recently, CNG fuel has been adopted as an alternative to the usual in New Delhi, India. In 2002, Supreme Court issued a directive to use CNG fuel in all public transport systems to curb pollution. Further, a company named 'Philips Lighting' introduced a new product CFL bulbs called 'Marathon' which typically lowers energy usage and thus are cost efficient. Similarly, the Hewlett-Packard Company has recently announced its plans to deliver energy-efficient products and services and thence institute energy-efficient operating practices in its facilities worldwide to its customers. HP has, in the same context, made a promise to cut its global energy usage to 20% by the year 2002. Various car sharing services has been introduced in order to achieve better fuel savings and fewer traffic tie-ups and parking nightmares which complements the environmental benefit of more open and free space and reduction of greenhouse gases. More companies are now starting to offer recyclable and biodegradable goods as alternatives to the traditional goods to benefit the environment. One example of such a company is Shoplet that has an E-tool that allows its customers to replace their items with greener products.

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A Budding biotechnologist + writer from India.. Visit or refer for more details.
Researcher ID- J-4200-2012