The evolution of green marketing and the USP

The Evolution Of Green Marketing And The USP

Companies could not only make morre money by going green but it also helps to improve a company’s image. This is what Yvonne Chouinard said, CEO of Patagonia. Going green is about the environment but also about the health of people. It is doing “the right thing”.

There are some observations about going green. The first is, like I said earlier, make more money by being “responsible”. The second and important observation, is that companies are going green because it is viewed as the right choice. But what some people forget, is that it goes hand in hand with a price tag. Instead of acknowleging their conscience they could better get aware of this fact.

If consumers continue to adapt, every company will need to boast their high level of responsibility. As such, it will become the norm. The marketing will need to adapt again. The green marketing will disapear and marketeers will have to find a different proposition or strategy to sell their products.

In this article they say that staying true to your USP isn’t bad. It is respectable if your companie exists for a while. The reason for this is that they are actually providing something unique. For some companies it is good to change his USP but for some it isn’t.

If a companie believes that their USP is good through the years then it’s good to stay static with their messaging. If you do this there’s something to strive for: a value proposition that is truly unique. When you can provide this, you won’t need to worry about the cultural climate because your company will always be anchored, even in the fiercest storm.

Julie Deweerdt

Link: http://www.mediapost.com/publications/article/178461/the-evolution-of-green-marketing-and-the-usp.html#axzz2N2WgUbfO