Written by Bruna Gabriele
Edited by Othaila Abuzaid
The Power of Communication:
Throughout human history, communication has become one of our greatest tools of power, even dating as far back as the Stone Age when cave paintings were an important means of communication for our ancestors. However, just as humans have evolved over millennia, centuries, and even decades, so too has communication.
In the past, newspapers and letters were essential means of communication, where people could both communicate with others and stay up-to-date with current affairs. This evolved over time, with the emergence of other means, such as the telegraph, capable of sending messages over long distances. Subsequently, there was the invention of the telephone and another important means of communication - the radio, which was responsible for bringing information to the population, particularly with the onset of World War II in September 1939. Martial music replaced dance music, and radios began inundating the public with constant — increasingly manipulated — reports from the front lines.
Television emerged, combining the auditory signals of the radio and also images. Consequently, all means of communication either ceased to be used or were modernized. An example is the telephone, which currently has various functions in addition to its initial purpose of communicating with people over long distances. As a result of the internet era, information about daily events is not scarce. On the contrary, we are in an era where there is so much information that there is a significant problem in discerning what is and what is not fake news. Manipulated information is not a recent phenomenon and undoubtedly not something that will change anytime soon.
The Power of Linking Marketing to Climate Issues:
Marketing and communication, when done ethically, can be one of the most effective tools in guiding people regarding issues we all face. It is in this context that Green Marketing emerges as a powerful tool for boosting people's awareness.
In essence, Green Marketing entails campaigns based on sustainable principles, playing an essential role in protecting our planet. This type of marketing focuses on strategies that not only benefit companies but also contribute to environmental preservation. By adopting practices such as reducing inputs, digitization, and remote work, companies can minimize their negative impact on the environment. Moreover, Green Marketing enables companies to use their campaigns to raise awareness among people and customers about climate change. Therefore, Green Marketing has become an essential environmental education tool in today's times, where most of the population, especially the younger generation, are always attentive to internet trends.
The Emergence and Principles of Green Marketing:
The emergence of green marketing came with the awakening of the population to environmental consciousness. Although it appeared in the late 1960s in the United States and Europe, green marketing only gained relevance worldwide in the late 1980s.
Its significance has been increasing over the years due to the climate agenda debate. Currently, any company aiming for significant success must adopt the Green Mindset because, whether they like it or not, investors are always attentive to a company's reputation before even considering investing in it. Further confirming this point is the fact that the world's largest companies have sustainability-related strategies in their scopes.
In essence, a company that incorporates Green Marketing into its structure is concerned with:
Product development: Companies create products with minimal environmental impact, using sustainable materials and energy-efficient technologies.
Marketing strategies: Green marketing involves advertising, product packaging, and branding that emphasize a product's environmental initiatives.
Supply chain management: Businesses aim to reduce greenhouse gas emissions and ecological footprints by optimizing supply chain operations, minimizing waste, and adopting sustainable business practices.
Corporate social responsibility: Companies embrace environmentally responsible practices and policies to establish a reputation for environmental stewardship.
Consumer education: Green marketing aims to educate consumers about the environmental impact of their choices and how they can become more sustainable.
Communication is one of the most powerful tools of humanity. It has allowed a significant portion of the population to become aware of past events. Although climate issues are not recent phenomena, there are still those who are not well-informed about them, and this is where climate education comes into play. Terms like Green Marketing go hand in hand with climate education.
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References:
Marcos. (2023, December 18). Marketing Verde: em meio às catástrofes climáticas, como a estratégia ajuda a preservar o planeta? Agência De Marketing Digital, Inbound, SEO, Criação De Site, RD Station - GB Creative. https://www.gbcreative.com.br/marketing-verde-em-meio-as-catastrofes-climaticas-c. (May 15, 2024)
Marketing Verde: O que é e quais os 4 pilares? (n.d.). Neoenergia. https://www.neoenergia.com/w/marketing-verde-o-que-e-e-quais-os-4-pilares-. (May 15, 2024)
Green Marketing 101: Strategies for a Sustainable Future | Mailchimp. (n.d.). Mailchimp. https://mailchimp.com/resources/green-marketing/. (May 15, 2024)