Climate change has become one of today's biggest emergencies. Society as a whole is alert to the need for more sustainable production and consumption models. It is in this context that Green Marketing stands out, a set of communication strategies for sustainable products and practices.

The subject of Green Marketing can still raise many questions and debates. Shall we find out a little more about it?

What is Green Marketing?

Green marketing is a set of communication strategies aimed at highlighting the environmental and sustainable benefits of products or services. In a context in which companies are required to adopt sustainable practices, it is important for them to be able to position themselves and communicate their actions. This involves communicating, for example, the absence of toxic materials, the use of recyclable or renewable items, carbon mitigation, sustainable extraction of raw materials and other initiatives.

How did Green Marketing come about?

This marketing expression emerged in Europe and the United States following the awakening of society's ecological awareness, mainly in the 60s, with a stronger impact on the market in the early 90s. In an increasingly competitive market, companies need to assertively communicate their differentials to the general public. When concepts such as sustainable development and ESG commitments gain prominence due to climate emergencies, Green Marketing takes center stage in communication strategies.

The 4 pillars of Green Marketing

The growing concern about the scarcity of natural resources has led many consumers to put pressure on companies to be environmentally, socially, economically and culturally responsible. These are precisely the four pillars of Green Marketing. Every Green Marketing strategy should be based on four pillars, which are derived from the principles of sustainability. A company must act in such a way:

Socially just, with ethics, respect for others, solidarity and understanding.
 

Economically viable, seeking ways of economic growth without harming the environment.
 

Culturally diverse, valuing diversity, promoting equality in order to create respectful relationships with everyone, without discrimination.
 

Ecologically correct, without harming nature, with respect for the environment, without depleting natural resources and seeking a balance between what is taken from nature and what is offered in return.

Benefits of Green Marketing

We can cite some of the benefits of Green Marketing for companies:

• Offer an edge over competitors;
• Gaining credibility and adding value to the brand;
• Meeting the demands of the new consumer market;
• Draw the attention of committed shareholders and investors;
• Doing your part to build a sustainable world.

Examples of Green Marketing practices

1. Diagnosis of the business's environmental impact: Is your company really an example of sustainable development? To find out, you need to carry out a diagnosis of the environmental impact of your business.
    
2. Recycling materials: Encouraging recycling both within the company and in society is one of the pillars of Green Marketing. Everyone is happy to know that tons of materials will no longer pollute the oceans and will be used for new products, right?
    
3. Selecting sustainable suppliers: A large part of a company's internal services are carried out by third-party companies. Suppliers need to have principles and practices that align with those of the contracting company.
    
4. Use of renewable energy sources: One of the main objectives against climate change must be to accelerate the energy transition towards climate neutrality, using clean, sustainable energy sources with little or no loss of biodiversity.

Neoenergy and or Green Marketing

Neoenergia recognizes and understands that everyone must commit to the fight against climate change. For this reason, its business strategy is geared towards accelerating the energy transition towards climate neutrality, offering a clean, reliable and intelligent business model aimed at the well-being of people and the preservation of the planet.

In this context, the company actively contributes with attitudes and actions aimed at reducing environmental impacts, such as investing in renewable, carbon-free energies, swapping combustion-powered vehicles for electric cars in its fleet, and with intelligent electricity grids that contribute to efficient consumption.

Find out more:

• What is the environment and why is its preservation so important?
• Sustainable development: objective and importance of commitment to the SDGs
• ESG Commitment: Importance, Practices, and Benefits