Use Green Marketing To Boost Your Business’s Brand Image

Julie Starr • May 25, 2020



As global warming slowly threatens the livelihood of the world;

‘Climate change encompasses not only rising average temperatures but also extreme weather events, shifting wildlife populations and habitats, rising seas , and a range of other impacts.’ – National Geographic

Indulging in consumerism with a clear conscience is something we all like to do. Shopping for items from companies who practice ethical social and environmental responsibility gives the purchaser a sense they’ve made a decent decision. On the other hand, businesses that use unethical trading, risk the extinction of animals, and contribute extensively to global warming are viewed unfavorably more today than ever before. For companies eager to demonstrate to customers their moral stance in supporting the planet, green marketing has vast benefits for business.

What is Green Marketing?

Green marketing involves weaving a company’s eco-friendly efforts into its social media marketing campaigns and advertising strategy. In a bid to demonstrate a business’s core values, enhance its image, and attract and retain customers who are conscious about their impact on the world. 

“Sustainability is not a goal to be reached, but a way of thinking, a way of being, a principle we must be guided by” — Giulio Bonazzi – Chairman, Aquafil Group.

The degree of a business’s persistence to change its existing practices in an attempt for a greener future and a healthier planet is, apart from laws and regulations that govern expectations, up to the individual business. For instance, below is a breakdown of a range of levels enterprises are willing to work towards to demonstrate their consideration of the environment. Take a look below to see what section applies to your company and whether you can improve this.

  1. Adhere solely to applicable laws, regulations, and policies that protect and preserve the environment.
  2. Ecological measures are created based on the activities of competitors. Businesses will only attempt to edge past their competitor’s eco-friendly commitments. 
  3. The business focuses on development and production inside the company to determine areas they can transition to green.
  4. An environmentally friendly strategy is devised based on proven methods used to improve sustainability in business , coupled with innovating new solutions designed by the company. 

The Green Marketing Mix

Once you’ve distinguished which eco-friendly position your business is in and what you want to strive towards, you may want to review the green marketing mix below. In this section, you can view how eco-friendliness is applied in business and decipher what environmentally-friendly goals you would like to implement. 

  • Product: The product should consist of organic and environmentally friendly elements. For example, toiletry products that only contain biodegradable ingredients. Equally, your product could preserve nature or remedy existing environmental damage. 
  • Price: If the cost of producing your product rises as a result of your company embracing eco-friendly methods, you may want to alter the price tag of your goods to reflect this. Many consumers are often prepared to pay more for higher-paying products that are eco-friendly.
  • Distribution: Another significant factor that compromises the eco-friendliness of any service or product is the distribution chain. Transportation must be analyzed to determine its impact on the environment and solutions for this. For example, you may set a goal for all transport vehicles in your company to change to electric cars. Or you could source suppliers closer to your business to save on excessive energy consumption.
  • Promotion: When determining your company’s eco-friendliness, you need to think about how you reach your customers and communicate your message. As an example, you could consider reducing paper waste by halting flyer and poster advertisements. In place, you could opt for Facebook Ads Management , which uses precision target marketing to reach your intended audience in a way that doesn’t threaten the environment. Moreover, thinking about how you contact your existing customers is essential too. You could reduce letters in the post, and ask for customers to opt into receiving correspondence via email instead.

By assessing all areas of your business’s activities, you can determine what areas are feasible for you to incorporate sustainable changes. With eco-friendly goals in place, you can begin to shape your image to reflect your business’s green choices and inturn improve your company’s appeal and relationship with new and existing customers.

Companies Using Green Marketing

For examples of existing companies that are successful at green marketing, below Patagonia, Ikea and Unilever use different movements to demonstrate their aims in protecting the world.

Patagonia 

‘From supporting youth fighting against oil drilling to suing the president, we take action on the most pressing environmental issues facing our world’ – Extract from Patagonia’s activism page .

Founded by two rock climbers, Patagonia is an outdoor clothing company that is conscious about taking care of the environment. Interestingly most of their products are made out of plastic. Still, Patagonia has made it known that they are working hard to challenge microplastic pollution when clothes enter a wash cycle. Not only this, but Patagonia also donates 1% of their yearly earnings to environmental groups, is a part of the Go Green movement, and embeds their green marketing strategy into their company mission. 

Ikea

Another business pioneering with a green image is Ikea, who sources half of its wood from sustainable growers, and all of its cotton from Better Cotton standard-meeting suppliers. Moreover, ninety percent of Ikea stores have installed hundreds of thousands of solar panels. Ikea has also announced plans to be powered by renewables in the near future. Plus, Ikea uses eco-friendly practices to manufacture products, and their strategy, referred to as People & Planet Positive, encourages consumers to think about the environment before purchasing, to only buy what they need.

Unilever

Sustainability is part and parcel with Unilever’s corporate identity. Unilever has its own Sustainable Living Plan that outlines goals for sourcing and production of water and energy. The plan also incorporates social responsibility for how they treat the suppliers and the communities surrounding them. In 2010 CEO Paul Polman announced he wanted to double Unilever’s business while decreasing his company’s environmental impact by half within one decade, and the company has made incredible progress. For instance, three-quarters of Unilever’s nonhazardous water doesn’t enter the landfill sites. And, they have tripled their share of using agricultural supplies that use environmentally friendly practices too. In 2015, the United Nations awarded the CEO with the Champion of the Earth Award for the strides he made in reaching his eco-friendly goals.

The above features a few companies with their green efforts and achievements to create a more sustainable business. Hopefully, it has provided you some inspiration and ideas to begin your own green marketing plan of action.

“Plans to protect air and water, wilderness and wildlife are plans to protect man.” – Stewart Udall

Eco-Friendliness Benefits Business

Also, it’s important to note, the positive aspects of operating an eco-friendly business stretch beyond winning new customers. An environmentally friendly business is proven to provide financial and efficiency advantages too. For instance;

  • Businesses can save money by using water-saving devices, energy-efficient equipment, reduced waste, and energy conservation. 
  • There is growing consumer demand for greener products , and an opportunity for businesses to gain business with an eco-friendly angle.
  • Customers are happy to pay more for environmentally friendly goods.

As an example of consumers’ desire and commitment to purchase greener items, The Nielsen global online survey identified 66 percent of its worldwide study respondents who were dedicated to buying eco-friendly services and products. Here are some of the factors which swayed a consumers purchasing decision:

  • Products created with natural, organic, and fresh ingredients
  • An environmentally friendly business brand image
  • A company recognized for its social responsibility
  • Greener packaging
  • Marketing that demonstrated a brands correlation with environmental and social benefits

From the information gathered, it’s clear a business’s aim to protect the environment and its subsequent green marketing strategy from presenting this effort shall increase its success with consumers.

Create A Better Business

A business owner’s mission to begin creating a more sustainable business also means they are trying to provide a safer, healthier planet for everyone and themselves to reside. Whether across social media or featured in the news, marketing your company’s steps towards sustainability sends a compelling message to your employees, your competitors, and customers about your brand. It tells consumers your company cares about the world we live in and will use its voice and sway within the business sphere from the materials you use for products to supporting employees to work remotely to promote greener ways in the workplace. Which, in turn, shall attract those who are equally concerned about the impact we are all having on the planet. 

With more people becoming aware of global warming’s impact on the plant, a gradual shift in consumers’ buying behavior puts pressure on companies to do right by the world and make eco-friendly decisions in a bid to play their part in saving the planet. 

And so, before you consider what greener practices can do for your business, it’s essential to think about what you can do for the planet – only then will you make a real difference to the world and a real impact on how consumers perceive your company.

“Being a good human being is good business.”  — Paul Hawken, environmentalist, entrepreneur, and writer

Eco-Friendly Garden Prep: Summer Tips for a Greener Business Space

By Julie Starr • June 5, 2025
If you're lucky enough to have a garden as part of your business, taking some time to set it up for summer is a great investment of your energy. Not only will it be ready for your customers to spend time in, but you can also incorporate some eco-friendly elements into it. Many people just think about the property and what eco-friendly updates they can make , but there are plenty that you can implement in your garden. This gives you the best of both worlds. You own a sacred and beautiful place for your customers to spend their summer, and at the same time, you can do your part for a better planet. If this is the route you want to take, then you also need to consider how to do this with the different seasons. To help you on your journey, here are some top tips for preparing your garden for summer. Plant trees and flowers Planting trees and flowers in your garden is a must. It will make a beautiful scene of nature for everyone to enjoy. Trees will provide people and animals with shade, as well as provide a habitat for wildlife. More trees are needed in the world because they purify the air that we breathe. Flowers, especially if you plant with pollinators in mind, can be an excellent way to attract bees and butterflies, which contribute largely to the earth. Use natural pest control When preparing your garden for summer, you can do this more sustainably and kindly by using natural pest control. Simply by planting trees and flowers, you are likely to attract lots of different wildlife, some of which may destroy your efforts. While all wildlife should be considered, you may need to take measures. Some better and more eco-friendly ways you can do this, as opposed to spraying toxic chemicals onto your plants and into the air, you can implement companion planting, using protective nets over your crops, choosing resilient plants, using natural repellents, and encouraging natural predators so nature can do its thing. Maintain your garden Maintaining your garden in itself can make it more eco-friendly. Composting your garden waste regularly, and kitchen waste can help you to reduce overall waste and create nutrient-rich soil. This is a great cycle of sustainability. You can also keep on top of things that need cleaning and replacing, so you can recycle the materials for other garden structures and projects, and repurpose things around your garden before they become waste. If you have features in your garden like a swimming pool, then a regular pool maintenance service is going to be vital in keeping your water consumption to a minimum, as when it is cleaned and maintained, it will need to be drained and refilled less as well as using less energy. You could also consider how you can use natural purification methods to reduce chemical usage and support biodiversity right in your backyard. Your garden is just an eco-friendly project waiting to be built. Use these top tips to help you get started.

The Impact of Sustainable Practices on the Food Service Industry

By Julie Starr • June 3, 2025
Sustainability is no longer something that can be considered optional in many businesses, including the food industry. From fast casual to fine dining, businesses face pressure to reduce waste, cut emissions, and use resources responsibly. Customers noticed, so too did regulators. This shift isn't about trends; it's about long-term business health. Operators now rethink everything: ingredients, packaging, equipment, and even furniture. The choices that they make affect cost, reputation, and the environment. Forward-thinking brands see sustainability as a chance to stand out, align with customer values, save money, and future-proof their business. Let's look at how sustainable practices are shaping the future of food service and why furniture choices matter more than ever. Sustainable Sourcing and Supply Chains Restaurants are choosing local, seasonal, and organic ingredients. More often, this reduces transportation emissions and supports nearby farms. It also appeals to customers who want food with a story. Sourcing matters; a restaurant that serves organic produce imported from thousands of miles away loses credibility. Local sourcing, when possible, keeps the supply chain shorter and more resilient. They also build community relationships. Sustainable seafood, fair trade coffee, and certified humane meat are becoming menu standards. But it's not just food; suppliers that use low-impact materials, avoid single-use plastics, or operate zero-waste facilities are getting more attention. Working with responsible vendors reduces environmental impact and strengthens the restaurant's reputation. It also makes it easier to meet sustainability benchmarks and certifications. Reducing Food Waste and Single-Use Plastics Food waste is expensive. Restaurants are responding with better forecasting, smaller portions, and creative ways to repurpose ingredients. Many now donate leftovers or compost scraps. Smart kitchen systems have reduced waste by tracking usage and spoilage. Front of house, more places encourage guests to take home leftovers or offer flexible portion sizes. Single-use plastics are also being phased out; straws, cutlery, and containers are switching to compostable or reusable versions. Many cities now require this, but even without mandates, customers expect it. Small changes make a big difference, such as swapping plastic lids for fiber-based ones or using reusable containers for takeout. In the long run, it also sends a clear message about your brand Energy Efficiency and Equipment Choices Energy use is a major cost for food service businesses. Upgrading to energy-efficient appliances, lighting, and HVAC systems can contribute significantly. Induction cooktops, LED lighting , low-flow faucets, and energy-saving refrigeration reduce the environmental footprint. Some kitchens are even going all-electric to reduce reliance on gas. Smart energy monitoring systems provide real-time insights; this helps operators find waste, track trends, and make better decisions. Beyond the kitchen, some restaurants invest in solar panels or purchase renewable energy. It shows leadership and appeals to customers who care about climate action. Designing with Sustainability in Mind Interior design now plays a role in sustainability. Choosing eco-friendly materials and modular furniture reduces waste and supports the circular economy. Furniture companies that sell food service furniture offer tables, chairs, and booths made from recycled or responsibly sourced wood, metal, and plastics. Their products are durable, stylish, and built to last, reducing the need for frequent replacements. Long-lasting furniture means fewer items in landfills. Plus, some suppliers offer take-back programs or extended product life. The right furniture also supports flexible layouts, which is important for adapting to changing service models like outdoor dining or shared spaces. Aligning with Customer Expectations More diners care about sustainability than ever before. It’s something that is extremely prominent in today’s dining experience. They want to support places that reflect their values. Transparency matters too , diners want to know exactly what businesses are doing to be more sustainable. Posting sourcing details, using certifications, and showing behind-the-scenes efforts builds trust. Sustainability isn't just a back-of-house concern; it should be visible throughout the customer journey. Guests notice packaging, signage, cleaning products, and even furniture. If your chairs are made from reclaimed wood or your tables are built from recycled metal, it becomes part of the story you tell. Employees also want to work for businesses that care; sustainability efforts can boost morale, improve retention, and create a strong workplace culture. Being consistent across all touchpoints helps turn sustainability from a checklist into a core part of your brand identity. Tracking Progress and Measuring Impact To stay on track, businesses need to measure what matters. Sustainability isn't guesswork; it's data-driven. Many restaurants now set goals for waste reduction, water usage, and carbon emissions. Digital dashboards, smart meters, and waste tracking apps provide clear feedback. Certifications like LEED , Green Restaurant Association, or B Corp can help validate progress, but the real value comes from aligning with goals and quickly reporting results. This transparency involves sharing results with staff and customers. This builds trust and shows accountability. Food service brands that track their impact tend to improve faster; they spot problems early and share wins more confidently. A culture of measurement helps maintain steady progress and keeps sustainability top of mind. Collaborating Across the Industry No restaurant can do it alone. Real change happens through partnerships. Food services need ot consider teaming up with local farms, recycling programs, and talking to local councils about any green schemes . This collaboration speeds up progress and helps avoid mistakes. Industry groups and supply networks now host workshops and certifications focused on sustainability. These shared resources help smaller businesses catch up and stay competitive. Technology platforms also make collaboration easier. Apps that connect surplus food with charities or tools for joint purchasing of sustainable goods are helping restaurants work smarter together. By building strong networks, the industry strengthens itself. Working together, sustainability leads to better outcomes and stronger communities. Conclusion: Building a Sustainable Future in Food Service Sustainability touches every part of the food service industry, from menus to materials. The shift toward responsible choices is clear. Restaurants that act now gain a competitive edge; they reduce costs, attract loyal customers, and stay ahead of regulations. The transition doesn't have to be all or nothing; small steps lead to big changes. Choosing eco-friendly furniture, like the options from food service furniture, is one of the smart steps. It shows commitment, supports long-term value, and elevates the dining experience. Sustainability is no longer an add-on; it’s a business essential. For those who embrace it, it can be a source of growth, loyalty, and resilience.