The “5 ies” of green marketing are a topic that companies that want to invest in this sector need to know.
We can define them as key principles that companies can adopt to make their sustainability choices more effective and betetr communicate them. We talk about it in this article.
The “5 ies” of green marketing: what are they?
The first to introduce the concept was John Grant, in his Green Marketing Manifesto. The document, published in 2007, lays the foundations for future green marketing policies.
The “5 ies” of green marketing contribute to improving the action of companies towards sustainability. In practice, they are useful criteria for evaluating whether a company’s green marketing strategies are effective.
Let’s try to understand why companies that decide to embark on a path of sustainable change are so interested in them.
Le “5ies” of green marketing identify which are the main elements of a green product or a green service:
- Innovative. John Grant talks about “creating new products to satisfy old needs”. A concept that highlights the need to change the rules, while continuing to offer what customers want. If a customer, for example, is looking for a good ballpoint pen, he may decide to buy one made of wood that uses ecological inks and allows to change the refill without replacing the pen. The difference is made by the perception of the value of the product, as an opportunity to increase sustainability.
- Informed. Any change proposed adopting a green marketing point of view must be supported by information to consumers and the public. The goal is to propose new consumption models and lifestyles, that customers decide to adopt voluntarily and consciously.
- Inviting. People must consider new products and services not as an imposition, but as innovations that meet their needs and improve their daily habits, generating a positive impact on the environment and on the community.
- Intuitivo. For this to happen, sustainability innovations must be easy to use. Only in this way they will become widespread and increase their potential for impact.
- Integrated. The impact is greater if innovation affects all three dimensions of sustainability: environmental, economic and social.
The “5 ies” of green marketing, therefore, concern both the development of new products and services and the communication strategy of the company.
Consequently, the five principles that we have presented affect the company offer and the marketing and its communication activity. Let’s see how.
Advantages and examples
The first advantage of applying the “5 ies” of green marketing concerns the innovation of products and services. Proposing something new means exploring new market niches or new solutions for the needs of our target. A strategic business development action with significant impacts in terms of increased sales volumes, turnover and, in the medium term, also margins.
Usually anew product or service has a higher price compared to existing ones, because production costs are higher. Innovative materials, new production techniques, investments to reduce waste and inefficiencies: these are significant cost items that the company has to consider.
On the other hand, however, consumers are willing to pay more for sustainable products. This is confirmed by “No Planet B“, a research by Oracle that involved 11,000 respondents around the world.
- 70% plan not to buy anymore from unsustainable brands;
- 87% would pay a higher price for sustainable products and services.
Consequently, the commercial policies of the company also have a direct advantage from the application of green marketing policies.
In addition, in a market that is increasingly attentive to ethics and sustainability, developing strategies, products and a corporate identity that is close to customer values allows for a significant competitive advantage in terms of branding and positioning.
One of the consequences of this choice is strategic for the diffusion of sustainable products and services. In fact, consumers who have buying habits which are consistent with their values are also more likely to buy new products and services. Consequently, they will assume the role of early adopters and ambassadors, supporting the innovative action of the company also from a commercial point of view.
Good practices and examples
In our blog we often present green marketing good practices to:
- Highlight the best examples, to promote the dissemination of virtuous experiences;
- Present the advantages of an effective green marketing strategy for companies;
- Clarify complex themes thanks to real examples.
The 5 ies of green marketing are no exception: many companies have decided to adopt the criteria proposed by John Grant to develop their own sustainability policies. Here are some examples:
- The pens proposed by Sostanza, a graphic studio in Turin. They are made of wood and designed to reduce the number of elements composing the pen. Their design make them easier to use and the graphite core can be refilled and replaced, ensuring the duration of the pen over time.
- Aliplast, a Treviso-based company, regenerates recycled plastic and reuses it to produce innovative films for the packaging sector. The applications range from the food to the industrial sector and the films are made by changing the production system and making it fully traceable. In addition, the films are recyclable again at the end of their life cycle.
- In the energy and utilities sector many companies have applied the 5 i of green marketing. Among them, there is Kitenergy, an Italian enterprise founded in 2010. The company has studied an innovative solution that generates energy by exploiting high altitude winds. To make this possible, a device which is similar to kitesurfing parachute was developed. This make the new technology suitable also where energy supply is difficult, including small islands. After a period of testing and development, in collaboration with universities and research centers, the company presented the product at Dubai expo, attracting new investors and potential customers.
The examples we have chosen refer to the experience of small and medium-sized enterprises. Of course, large corporations and international industrial groups investments have a greater impact. Some of the most interesting innovations in terms of green marketing, sustainability and innovation, however, come from smaller companies.
Do you want to invest in sustainability and communicate it better? Contact us: together we will develop a tailor-made path for your company.