SA marketers join the eco-revolution
An increasing number of companies 
in South Africa and overseas are turning to green advertising due to consumer demand. DuPont, a global leader in market-driven science has noticed a major trend in local companies adopting eco-friendly advertising materials, products and methods for their campaigns. Greg Gardens of the Nedbank Group explains: “A new consumer consciousness requires a new marketing mindset and a very different marketing approach. Companies, brands and markets that fail to adapt will face extinction”.
Green issues are rapidly becoming a central concern amongst South African consumers. Gardens warns against what he calls “greenwashing”, the marketing approach of advertising a brand as green when it is actually not. As consumers are becoming more eco-conscious about the products they are using they are also becoming more skeptical about companies claiming to be green.
Companies which claim to be using 46% degradable materials, or that they are composed of a third of recyclable materials are no longer impressive to consumers. Marketers need to let go of vague claims and implement irrefutable strategies so that consumers can see how using a particular brand over another one really has environmental benefits. Gardens concludes that, “Green, which is a principle and not a proposition, will be a consumer revolution that will force marketers to rethink the marketing manual”.
Eco-friendly South African consumers are also putting more pressure on companies who use billboard and print advertising. DuPont Mvelo is the first 100% recyclable South African printing material, and its popularity amongst marketing experts stands as a testament to the new trend of green advertising.
Marketers should take into consideration that by using recyclable materials for advertising campaigns they can create a positive brand image among existing and potential customers. Carlman Moyo, regional director for DuPont Sub-Saharan Africa explains, “Eco-friendly promotional materials deliver a brand message as effectively as traditional materials. But, greener materials provide the added benefit of delivering a very powerful additional message – one of environmental responsibility.”
However, Moyo encourages companies to also think beyond green advertising if they want to successfully show their commitment to going green. Using biodegradable packaging and promotional bags, as well as eco-friendly stationery, business cards and printing procedures will not only impact the environment in a positive ay but it will also attract more consumers.
“Eco-friendly materials and technology are readily available to local marketers and it simply requires an organisational shift in mindset and a top-down commitment to going green effectively,” concludes Moyo.
(Post by Ivelina Dineva)
(Image by ilco, stock.xchng)
