Published in Philippine Daily Inquirer, Business Friday, January 11, 2008
Over-consumptive behavior and urban societies bred on convenient disposables; global industrialization and resulting flagrant disregard for the environment and the need to maintain biological diversity; over-population and lack of government safeguards to maintain the country’s eco-balance are some of the major causes of ecological and health issues, deterioration of natural and renewable resources, air and water pollution and contamination. The result is a looming scarcity among future generations of even the most basic resources needed to sustain human life. 2007 Nobel peace prize environmentalist Al Gore, the Greenpeace movement, Earth Day Movement, World Wildlife Fund and many others have since the 1980s fueled awareness for the present generation to take actionable steps to preserve the environment’s natural resources and biodiversity.
Two decades later, eco-entrepreneurs and leaders have responded with environmentally friendly products and services that matches mainstream products and services on price, performance, durability, quality and aesthetics a major turnaround from the first generation of poor performing and very expensive green labels.
How different is green marketing
Green marketing, also called eco- or environmental marketing addresses the needs of consumers with raised consciousness on how their consumptive behavior can affect the environment and use of natural resources. Thus eco-marketers and entrepreneurs develop products and services responsive to the needs of eco-consumers while making certain that these have minimal or no contribution to environmental degradation.
Key to green marketing
Green marketing is unlike conventional marketing and is no mere lip service to environmental issues nor is it just a short-term campaign on environmental preservation. Following are indicators of true-blue green marketing.
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