The following examples illustrate the skillful implementation of green marketing in a medium-sized company, as well as in a large international company.
1) Patagonia
Patagonia is an outdoor clothing company based in California, with a strong commitment to the environment and is a great example of green marketing. Founded by accomplished rock climbers, the brand scores high in terms of authenticity when it comes to its environmental commitments. Even though, admittedly, many of the garments they produce are made of plastic, Patagonia are quick to acknowledge this issue, and are working on ways to combat microplastic pollution that occurs when their plastic-based garments are washed in a washing machine.
The company is deeply involved with environmental protection and land preservation, and is willing to delve into politics to achieve its environmental goals. Patagonia donates 1% of annual earnings to environmental groups and is involved in the Go Green movement. Its green marketing strategy is visible in its company mission, and is hugely successful, thanks to its authentic image and commitment to education and sustainability.
2) Ikea
While Ikea is synonymous with low cost, mass produced homewares, the company has made strides in recent years when it comes to sustainability in both its products, and work processes. Ikea sources half of its wood from sustainable growers, and all cotton from Better Cotton standard-meeting suppliers. Ninety percent of Ikea stores are kitted out with hundreds of thousands of solar panels, and plans have been announced to be completely powered by renewables by 2020.
Ikea has also implemented a strategy called People & Planet Positive, which encourages consumers to consider the environment when purchasing. This strategy also includes implementing eco-friendly practices in the production process, making product ranges more sustainable.
Ikea has been recognized by the Impact Company for its work on human rights, as well as the environment.
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