How to go green

Carlos Grande

Green marketing is a challenge that brands are finding increasingly hard to ignore. As awareness of climate change has risen, many marketers want to show a heightened commitment to reducing their environmental impact and offer consumers greener alternatives.

Yet there is conflicting evidence about consumers' loyalty to green products and ill-advised campaigns can be accused of 'greenwash' (over-claiming the environmental benefits of a product, service or company policy to put the brand in a better light).

Despite the risks, there are some essential elements to creating and maintaining an authentic green marketing strategy. This guide summarises these and provides information on more detailed related articles available on WARC Online.

While these elements are not a quick fix, they provide a checklist for brands. Crucially, many key components of a green marketing strategy need to be in place before using these in external communications campaigns.