The importance of environmental awareness is no longer limited to only textbooks or business practices. With the increasing level of greenhouse gasses in the environment and the rapidly reducing acres of forests it has become imperative for companies to look at Green Marketing initiatives to make the most of their marketing campaigns. Green initiatives not only help in only making the brand more appealing but also help in increasing its bottom line and revenue. Green marketing is the process of serving consumer wants with the intention of preserving the environment and with the minimal possible carbon footprint. Environmentalists might consider this to be an oxymoron, but green marketing is something that is slowly making its presence felt as an important factor for businesses.

The four cornerstones of marketing namely product, price, promotion and distribution are managed in ways that keeps with the integrity of the environment and causes none, or minimal damage. This results in products and services that not only serve the purpose of the client but also give them the added incentive of investing in a service that is essentially environment friendly in nature. Such marketing services consume less energy and produce a reduced amount of waste and have a far higher efficiency ratio as compared to traditional marketing methods. These benefits figure largely in the life cycle analysis studies of institutes and organizations around the world. All factors of Marketing Communication materials from resource extraction, refining, manufacture, transport and disposal are to be considered when creating green marketing systems.

More and more universities, colleges and institutes around the world are becoming aware about the importance of using materials that are essentially Environmentally Friendly in nature. This is the main reason behind the increased use of FSC paper in the industry. Forest Stewardship Council, or FSC, recognizes forests that have a sustainable harvest method and produce wood for paper pulp in a way that ensures planting of as many trees as are cut. This makes sure that harvesting of trees is sustainable and also ensures that the process is environmentally sound. Over ninety million hectares of forests have been safeguarded under these norms and more than seventy countries around the world recognize FSC manufactured paper. This paper is considered to be Highly Environmentally Friendly and comes in a number of varieties according to the use. FSC recycled paper is also available which not only cuts down the cost of materials but is also highly environmentally friendly.

Basic guidelines of green marketing products are as below:

• These kind of marcom products should pose no harm to people or any other creatures directly or indirectly.
• The manufacture, use and disposal of the product is well-thought out and presents no real difficulties or environmental hazards.
• It should not contain any materials that come from endangered flora or fauna or habitats.
• Produces minimal waste products in the process of manufacturing the marcom material.
• Assures of no cruelty to animals during any of the process be it manufacturing or distribution.

The official greenification of businesses is something that has been going on for a long time, although it has only gathered steam off late. Ensuring that you go for green marcom solutions could make a marked difference in your business’s bottom line.

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