Do we have examples of green marketing? Sure, and more than one. In fact, small and large companies are increasingly deciding to develop their own action towards sustainability.
A green marketing best practice, however, must comply with specific criteria. We have already considered some of them in previous articles: we will introduce some more of them shortly, before presenting some examples of green marketing best practices, in Italy and in Europe.
Green marketing criteria
When we tired to define green marketing, we have already specified that a sustainability strategy includes actions to protect the planet, but also promotes social and governance sustainability.
We are well aware, however, that the first aspect to be explored when it comes to green marketing is the impact on the environment. For this reason, the Green Marketing Manifesto proposes three different stages of commitment for companies that wish to improve their environmental sustainability. The three dimensions are the elements of the green marketing matrix.
- Green. The company adopts new standards to be respected: in production management, in the choice of suppliers, in the introduction of new energy saving targets, for example. These choices allow enterprises to differentiate themselves from competitors and therefore primarily respond to commercial reasons.
- More green. The second step leads the company to share its sustainability action with customers. Communication campaigns, live or online events, social contents spreading what the company is doing to reduce the environmental impact of its business. In this way the enterprise involves its customers in the process and gain their loyalty. Such an action also has an awareness raising power and it can also lead to a change in consumption habits in the medium term.
- Very green. The company decides to invest in developing more sustainable products and services and, often, also new business models. It does not just encourage customers to adopt different habits but offers them something that affects their lifestyle.
In addition to environmentally sustainable policies, companies that engage in green marketing adopt inclusive actions, having a (significant) social impact and promoting the well-being of employees.
But how did the companies that decided to develop such initiatives actually started? In the next few paragraphs we will introduce some green marketing best practices, at Italian and European level.
Green marketing examples in Italia¶
In Italy and in other countries, examples of green marketing are increasingly widespread. Large companies are leading the way, even in unsuspecting times.
We have already talked about the case of Levissima and the Regeneration project aiming to support environmental, social and local sustainability.
The company has been working to reduce the impact of its activities for the past twenty years, starting with actions for the protection of glaciers. Today, in addition to environmental sustainability actions, Levissima carries out initiatives to promote healthy lifestyles and develop projects for local communities.
Among the best known examples of green marketing in Italy there is also Oviesse. The fashion company operates in one of the most complex sectors to manage in terms of sustainability. The fashion industry, indeed, is reported to be one of the most polluting in the world, according to more than one survey (Legambiente 2020 data, WWF 2021).
Oviesse strives to make production and company management processes more sustainable:
- 50% of its clothes are Oeko – Tex certified: Oeko – Tex is the international sustainability standard for the textile supply chain.
- Shops and stores have been progressively renovated, through the use of recycled materials, the installation of efficient lighting systems, the use of FSC-certified wood.
- The company invites its customers to return their old cloths, which will be transformed into recycled fabric.
Furthermore, the company also supports international projects to combat the use of child labor in the fashion sector.
But not only large companies invest in green marketing. Many of the most interesting good practices come from small and medium-sized enterprises. The data is surprising up to a certain point: a study conducted by Capterra in 2021 interviewing over 450 Italian SMEs, in fact, indicates that 75% of the companies which have been interviewed invest in sustainability.
Measures to reduce energy consumption are often adopted, followed by investments to reduce the use of environmental resources and introduce more sustainable materials into production processes.
One of the best examples of green marketing in Italy comes from South Tyrol. In this region Alpe Pragas, a company producing jams, juices and food preserves, has been developing initiatives for environmental sustainability for years:
- To prepare its products, the company uses seasonal fruits coming almost exclusively from its own local crops or from small local producers.
- Packaging is 100% plastic – free.
- Today the production plant is mainly powered by hydroelectric energy, but the company is actively searching for new solutions form other renewable sources. The aim is to become a zero-emission company by 2027.
- Alpe Pragas constantly informs customers, suppliers, business partners and other stakeholders about its sustainable actions.
Indeed, transparency is one of the most important elements of Alpe Pragas communication. The company has identified four sectors to work on to become a sustainable company by 2027: energy production, waste management, reorganization of logistics and promotion of sustainable connections with the local community. However, it acknowledges that a lot still has to be done, and constantly updates visitors on progress.
Green marketing examples in Europe
At a European level, one of the best known examples of green marketing comes from Ikea: the Swedish giant was among the first global companies to commit to sustainability. Among the most consolidated activities:
- The “bring back and resell” service allows customers to return old Ikea furniture which is repurchased and refurbished by the company. In addition, over a 10-day period between November and December, all members of the Ikea Family program who bring back their old furniture will receive a 50% overvaluation.
- Collaboration with organizations and local authorities to regenerate and renovate empty buildings. The places have become home for disadvantaged people.
In 2021 Ikea replaced its paper catalogue with a digital one, which can be consulted on the company website and app. Furthermore, by 2028 the group is committed to replacing all plastic packaging.
Of course, when we talk about such a large company, it is impossible to monitor the whole supply chain, from the purchase of raw materials to the production of semi-finished products. This means that the “100% sustainable” goal will be more difficult to achieve. On the other hand, when a large player develops a green marketing well planned, strategic action, the impact will be significant, for sure.
Even smaller companies, however, can have their say. Last year Generali Insurance awarded a special prize to seven European small and medium-sized enterprises that have achieved good results in the field of sustainability. Among them, there are also innovative examples of green marketing: such as Rioma, a Spanish textile company. The company has been promoting the renewal of the textile industry for over 40 years, introducing ecological dyes into production processes and acquiring over time Oeko-Tex and GOTS certifications.
In addition, Rioma promotes social inclusion projects in Spain and South America, supporting small local productions and encouraging a fair remuneration for producers.
Virgin Oil Press, instead, is a Hungarian company that has transformed the cold pressing process of vegetable oils, by making it more sustainable. Starting from the production of grape seed oil, today the company offers about twenty different products. Vegetable oils , cosmetics and preparations: the entire range of products is prepared by exploiting an innovative “zero waste” technology.
In addition, Virgin Oli Press also adopt a sustainable approach in packaging and the selection of raw materials, by favoring local suppliers.
Therefore, even small companies can make their own contribution to sustainability by carefully planning their green marketing strategy. Do you want to know more about this opportunity? Contact us, we will help you to start your journey.