When Com­pa­nies Adapted Green Mar­ket­ing to be Eco­log­i­cally Re­spon­si­ble

Industry Leaders - - Content Features -

It is a com­mon hu­man ten­dency that once we are com­fort­able in a par­tic­u­lar pat­tern of life, we pre­fer stay­ing that way un­less we are given an ur­gent re­minder that change is nec­es­sary. How­ever cliché

it might sound, but change is nec­es­sary in or­der to main­tain an equi­lib­rium in life. A more ex­trav­a­gant ver­sion of the ev­ery­day change is a revo­lu­tion. His­tory has wit­nessed nu­mer­ous rev­o­lu­tions that took place when­ever an in­di­vid­ual or group of peo­ple de­cided that change was nec­es­sary for the smooth func­tion­ing

of mankind. The na­ture of these rev­o­lu­tions varies on the ba­sis of the prob­lems of that par­tic­u­lar time span and the needs of the peo­ple. Presently, there is a great need to curb the prob­lems re­lated to global warm­ing and pol­lu­tion. For this, en­vi­ron­men­tal­ists came up with the Green Revo­lu­tion.

The Green Revo­lu­tion orig­i­nally be­gan in the late 20th cen­tury but one can find rem­nants of this revo­lu­tion even now as the en­vi­ron­men­tal prob­lems have not sub­sided yet. Global warm­ing has be­come such a wide­spread is­sue that coun­tries across the globe are tak­ing it se­ri­ously. In fact, not only en­vi­ron­men­tal­ists but also en­trepreneurs are look­ing for al­ter­nate ways to cut down on the harm­ful ef­fects of their busi­ness on the en­vi­ron­ment. This in­spired a school of thought called Green Mar­ket­ing.

Ori­gin of this con­cept

This school of thought first came up dur­ing the late 1980s and the early 1990s. Through this, we can get an idea that this con­cept is quite re­cent in com­par­i­son to the the­ory of green revo­lu­tion. It can be said that green mar­ket­ing is the busi­ness per­spec­tive for this revo­lu­tion. As the world is dom­i­nated by new in­no­va­tions and pro­duc­tions which are then made avail­able in the mar­ket, peo­ple be­came aware that cer­tain al­ter­ations in this in­dus­try might pos­i­tively af­fect the en­vi­ron­ment to a great ex­tent. Also, this term con­cen­trates on the high qual­ity of the prod­ucts in or­der to make sure that the ef­fi­ciency is not com­pro­mised upon in the name of an en­vi­ron­ment­friendly ini­tia­tive.

As al­ready men­tioned, the term Green Mar­ket­ing was first used more than three decades ago by the Amer­i­can Mar­ket­ing As­so­ci­a­tion (AMA). This or­ga­ni­za­tion held its first work­shop based on the topic of “Eco­log­i­cal Mar­ket­ing” in the year of 1975. As the dis­cus­sion of this work­shop pro­ceeded, it re­sulted in the draft­ing of the first book which ad­dressed the topic of green mar­ket­ing.

Newspapers in English

Newspapers from USA

© PressReader. All rights reserved.