Welcome to Part 1 of our new series Going Green. Over the new few posts, we’re going to take a look at how marketing sustainable products is a win-win for the business and the environment.

Introduction: Why going green matters.

Many households, particularly those with Millennials and Gen-Zs, strive to purchase sustainable, eco-friendly products. This trend has increased throughout the years, pushing organizations to think green. While many consumers want to purchase sustainable products, there is a significant gap between those who actually purchase them. In an effort to conserve our planet and provide for the generations that follow, it is crucial, as a business, to market your green products and shorten the gap between intent to purchase and purchase.

According to a survey from the Harvard Business Review, “65% [of consumers] said they want to buy purpose-driven brands that advocate sustainability, yet only about 26% actually do so.” The Stanford Social Innovation Review reports that 87% of consumers are concerned about the environment, 33% have intentions of buying a green product or have already done so, and only 25% have already purchased green products other than organic food. Businesses can use these gaps as opportunities to foster a green image, drive sales and ultimately help the planet.

In Part 2, we’ll give you five strategic ways you can market green products to customers.

Creative Spot is a full-service marketing and advertising agency in Columbus, Ohio. If you would like to learn more about how we can help your organization with strategic marketing, please contact us.