May 2024. Green Marketing, or Sustainable Advertising, promotes environmentally friendly business practices, products, or services, highlighting corporate and brand commitments to sustainability. It offers benefits such as brand recognition, competitive advantage, positive social impact, regulatory compliance, increased revenue, reduced environmental impact, and enhanced climate change resilience. Challenges include greenwashing risk, lack of standards, complex logistics, and lack of awareness. Solutions include transparency, developing internal standards, collaborating with suppliers, and launching campaigns to raise awareness. Green marketing strategies include sustainable eco-friendly products, digital advertising, and paper recycling programs. The three Pillars of Green Marketing are environmental, social, and economic. The United Nations launched the ActNow green campaign in 2018 to encourage sustainable behavior and environmental protection.

1. GREEN
MARKETING
Dr. Salem Baidas

2. ENVIRONMENTAL SUSTAINABILITY SLIDESHOWS
FROM s2adesign.com
S2ADESIGN.COM

3. AGENDA
DEFINITION
01
ADVANTAGES
02
CHALLENGES
03
UN POLICY
04
INFOGRAPHICS
05

5. green marketing
Also Called Sustainable Advertising
Is the Promotion of Environmentally
Conscious Practices, Products or
Services Highlighting Corporate and
Brand Commitments to Sustainability.

7. Brands that Incorporate Sustainable Marketing Strategies Earn
Enhanced Brand Recognition & Gain a Competitive Advantage.
RECOGNITION
Enhances Organization’s Social Impact, as Employees Prioritize
Sustainability, Well-Being, Culture & Diversity in the Workplace.
Social impact
Goes Beyond Legal Obligations, Aiming to Serve the World Better
& Easing Compliance by Exceeding Regulators' Expectations.
COMPLIANCE
Involves Reducing Materials, Resources, Energy & Water
Consumption, Leading to Cost Reduction & Revenue Increase.
cost
Reduces Waste, Carbon Footprint & Emissions, Creating a
Healthier Planet & Mitigating Climate Change.
ENVIRONMENTAL
OPENSTAX.ORG
GREEN MARKETING
Advantages

8. Significantly Reduces the Effectiveness of Green Marketing &
Can Harm Brand’s Image & Reputation.
greenwashing
There are No Established Standards & Guidelines for Promoting
Environmentally Friendly Products or Services.
Standards
Promoting Sustainable Products or Services Requires Changes to
Logistics & Supply Chain which can be Challenging to Coordinate.
logistics
Customers Who Opt for Environmentally Conscious Products have
Higher Expectations Due to Higher Costs & Longer Waiting Times.
High expectation
Many Consumers are Unfamiliar with Green Marketing or
Unsure of the Importance of Sustainable Products or Services.
awareness
FORBES.COM
Green marketing
challenges

9. Transparency is Crucial for Businesses to Avoid Greenwashing, as
It Prevents Misleading Claims by Sharing Environmental Progress.
greenwashing
Brands Should Develop Internal Standards for Green Marketing
Emphasizing Specific Advertising to Build Trust & Loyalty.
Standards
Work with Suppliers & Logistics Providers to Develop &
Implement Sustainable Business Practices, Products or Services.
logistics
To Ensure Satisfaction, It's Crucial to Create Solid & User-Friendly
Experiences Such as Product Quality & Customer Service.
High expectation
Launch Marketing Campaigns to Raise Awareness About the
Benefits of Environmental Sustainability Among Consumers.
awareness
Green marketing
solutions
FORBES.COM

10. Green
Printing
Paper
recycling
Chemical-free
Natural Inks
Waste
reduction
Opting for Digital
advertising
Renewable
energy
Sustainable
shipping
Investing in the
Community
Green
Partnerships
GEEKSFORGEEKS.ORG
GREEN MARKETING
strategies

11. ENVIRONMENT SOCIAL economy
pillars
Green marketing

12. KLINTMARKETING.COM
 Waste Minimization.
 Efficiency Optimization.
 Energy & Resource Reduction.
 GHG Emissions & Carbon
Footprint Reduction.
 Sustainable Packaging.
 Recycling Programs.
Environmentalpillar
Green marketing

13.  Employee & Stakeholder
Engagement & Approval.
 Labor Standards & Ethical
Treatment.
 Consumer Trust & Loyalty.
 Diversity, Equity & Inclusion.
 Human Rights.
 Health & Safety.
Social pillar
KLINTMARKETING.COM
Green marketing

14.  Risk Management.
 Effective Corporate
Governance.
 Sustainability Monitoring &
Compliance.
 Avoiding Conflict of Interest.
 Philanthropy & Political
Contributions.
Economicpillar
KLINTMARKETING.COM
Green marketing

16. UN.ORG
campaign
In 2018, at COP24, the UN ActNow
Green Campaign was Launched Using
Advertising to Encourage Sustainable
Behavior & Environment Protection. In
2022, the UN Partnered with WhatsApp
to Reach Millions of Users Encouraging
them to Take Steps to Protect the Planet.
UN Partnership For
Sustainable Advertising

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9.7
6.6
4.1
3.6

18. Marketing & advertising
Industry spending

19. 2021 2022 2023 2024
1.45 1.57 1.63 1.76
PRWEB.COM
Trillion Dollars
marketing & advertising spending worldwide
20%
INCREASE

20. WILL DECREASE
COMPANIES spendingon green marketing
SORTLIST.COM
85% 11% 4%
WILL INCREASE
This Is A
STAY THE SAME
Europe (2022)

21. Marketing & advertising
industry challenges

22. percent
concern
53%
Being able to reach target audience effectively at scale
51%
Ensuring/maximizing return on advertising spend (RoAS)
49%
Brand safety & suitability
45%
Concerns with viewability
42%
Evolving privacy regulations
39%
Reputational impact of cookie & ID-based tracking
MARKETINGCHARTS.COM
Leading digital advertisingchallenges
WORLDWIDE(2023)

23. Leading sustainability challenges in advertising
33
30
15
14
8
No Education
No Standards
No Collaboration
No Resources
Other
Europe (percent) 2022
IABEUROPE.EU

24. Marketing & advertising
Industry & consumer views

25. Most important marketing& Advertising trends
85
83
75
71
65
Sustainability
Brand Building
Content Creation
E-Commerce
AI & Automation
Europe (percent) 2023
SERVICEPLAN.COM

26. reasonscompanies invest in green marketing
20.8
18.3
13.9
10.8
9.9
8.7
7.4
6.4
3.9
Brand Image
Increase Revenue
Right Thing To Do
Wider Audience
Avoid Backlash
Avoid Cancellation
Trendy
Peer Pressure
Stakeholders
EUROPE (percent) 2022
SORTLIST.COM

27. 90%
YES
companies deeming Green marketing worthy of ROI
EUROPE
SORTLIST.COM
10%
NO

28. Leading sustainability Goals in advertising
58
55
39
8
5
Env. Impact
Carbon Reduction
Social Justice
Biodiversity Loss
Other
EUROPE (percent) 2022
IABEUROPE.EU

29. Top sources for consumers about brands sustainability
36
34
32
32
31
22
15
Social Media
News Articles
Website
TV
Online Reviews
Email
Forums
u.s. (percent) 2023
MARKETINGCHARTS.COM

30. S2ADesign.com