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Newsletter #709: The “Great Green Marketing” Issue

Going green can be great marketing, without shameless greenwashing tactics. Here are four simple ideas:

1> Reusable shopping bag
2> Reusable packaging
3> Recycle destination
4> Check it out: Greenwashing

1> Reusable shopping bag 

Create an amazingly cool shopping bag. Something that is reusable and so cool that people will want to carry it around. For $1 you can have all of your customers become walking billboards all over town (and be happy to do it). Retailers should give the bags away for free instead of selling them. Trader Joe’s or Whole Foods should flood a town with logo-covered shopping bags, watching their competitors turn green with envy. 

2> Reusable packaging 

Remember the jelly jars you got as a kid that turned into collectible drinking glasses? No waste, lots of fun — and fantastic marketing. When you get someone collecting your packaging you get instant brand loyalty until the customer completes a set. Hillshire Farms lunch meat now comes in reusable containers from Glad. No wasted wrapping on the meat, and you get something free to keep. Customers will stick to Hillshire Farms until they have a complete set of containers. 

3> Recycle destination 

Best Buy offers to collect old cell phones and ink cartridges. LensCrafters collects old glasses for charity. Dry cleaners take back old hangers. By creating a place to drop off those hard-to-recycle items, they’ve created a reason for you to go to their store. It’s good for the environment, but it’s great for business. Example: When you show up at Best Buy with the old ink cartridge, you’re probably there to buy a new one. 

4> Check it out: Greenwashing 

Greenwashing is when marketers make fake claims of environmental benefits. Check out these doozies.

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