Green Marketing

By: Shannon Crilley

      Green marketing is the marketing of products that are presumed to be environmentally safe. It incorporates a wide range of activities, including product modification, changes to the production process, sustainable packaging, as well as modifying advertisements. This kind of marketing is growing enormously as of late due to the recent change in attitude regarding the environment. Many consumers, especially millennial, are concerned about the environment and businesses realize this. By making their products more eco-friendly, companies are appealing to a greater audience thereby making and selling more goods.
      The Federal Trade Commission created a "Green Guide" which is a list of rules to help marketers ensure that the claims they are making are true and substantiated. The guide includes; general principals that apply to all environmental marketing claims, how consumers are likely to interpret certain claims and how marketers can substantiate these claims, and how marketers can qualify their claims to avoid deciding consumers.
      Marketers are suppose to inform customers on products and make a connection with them in order to sell their products. By following the FTC Guide, they can do just that and try to help save the planet at the same time. Environmental issues are a growing debate in our both our country and around the world. In the future, companies will have to adapt to these type of environmental changes in order to appeal to their consumers.


"Green Guides." Green Guides | Federal Trade Commission.11 Oct. 2012. Web. Accessed 04 Apr. 2017.