Disposable Marketing Freebies: What Message Are We Sending?

Consumers Want Sustainable Marketing

Many consumers now shop around for “ethical” companies and those consumers expect a new kind of business marketing – the kind with a long-term view and a sustainable approach. When we decide what to hand out to customers that will help them remember our company, we need to consider the unintentional messages our choices may be sending.

We may be talking about environmental responsibility, but cheap plastic marketing items that break easily and add to the trash problem will send a message that is louder than the one in our corporate brochures. To be sure we’re sending the message we intended, we need to evaluate all of our marketing give-away programs with a sustainability lens:

Are We Using Sustainable Business Marketing?

Is the paper used for our corporate stationary sustainably sourced? Recycled?

What message are we sending with our corporate logo items?

  • Are they made from new materials or recycled?
  • Are they local or imported?
  • Are they made by a responsible company?
  • Are any of the parts or ingredients harmful to people or the environment?
  • Are they immediately useful and durable or likely to end up in a landfill within a month?

Articles That Explain Green Marketing and How to Implement it:

Impact of B2B Green Marketing in an Increasingly Environmentally Conscious World by Bob Lipp, Marcomm Group, Inc.

Seven Reasons Why Ethics Helps Your Business Succeed–And Five Easy Action Steps  Shel Horowitz

Green Marketing: 4Ps PLUS Triple Bottom Line California Green Solutions


522

For more, see Linda’s book 7 Lenses and the 21 Question Assessment: How Current is My Message About Ethics?

7 Lenses is a Bronze Axiom Business Book Award Winner in Business Ethics41cEVx-Tu4L._SY344_BO1,204,203,200_
2014  Bronze Axiom Business Book Award Winner 
About 7 Lenses
 
 Info@LeadinginContext.com  @leadingincontxt  @7Lenses 
© 2011 Leading in Context LLC 
 

About Linda Fisher Thornton
Leading a movement to help leaders and organizations Unleash the Positive Power of Ethical Leadership™, Linda is CEO of Leading in Context, a 2014 Top 100 Thought Leader in Trustworthy Business Behavior and author of 7 Lenses (foreword by Stephen M. R. Covey).

Join the Conversation!

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Follow

Get every new post delivered to your Inbox.

Join 11,052 other followers

%d bloggers like this: