There are several keys to creating an effective green marketing strategy:
Understand the market and the underlying values and beliefs of your consumers and other key stakeholders, and develop a marketing plan that aligns well with these values and beliefs.
Make sure that the products and services balance the needs of meeting consumer’s desires for quality, convenience, and affordability with sustainability goals.
Be genuine and radically transparent throughout the marketing mix. In marketing communication and promotion efforts, actively engage consumers with issues that are meaningful to them, and listen to them. Give them a voice.
Create alliances. Look for sustainable business partners, such as those from whom you source ingredients or other materials; nongovernmental organizations (NGOs) that complement your business; and sustainable industry leaders and other like-minded businesses.
Measure performance against key metrics and communicate progress. Radical transparency includes being able to share progress against sustainability goals with consumers and the community at large.