Contents
- Definition of an Eco Brand
- Examples of Eco Brands
- Marketing Strategy of an Eco Brand
- Advantages of an Eco Brand
Definition of an Eco Brand
An eco-friendly brand, or eco brand, is a concept in which a company emphasizes its ecological approach to doing business and the production process. This can manifest through the selection of eco-friendly components for its products, the use of safe packaging, and the implementation of waste sorting practices and collection of packaging for subsequent recycling. This is particularly noticeable among manufacturers of cosmetics and household chemicals, although eco brands are also found in the clothing and footwear sectors, as well as in a number of cafes, restaurants, and IT companies.
Examples of Eco Brands
One prominent example of an eco brand in Russia is the company Synergetic, which produces household chemicals. This company actively implements its own ecological initiatives, such as tree planting, collection of recyclables for processing, and installation of containers for collecting unwanted clothing. Interestingly, the term "eco brand" does not have strict definitions in the legislative framework, allowing any company to label itself as such, regardless of real ecological efforts.
Marketing Strategy of an Eco Brand
Eco branding is an important part of the marketing strategy that requires a comprehensive approach to positioning the company in the market. However, it is essential to understand that without real actions and initiatives, such a strategy may prove ineffective. Consumers quickly recognize insincerity and lose trust in the brand if they do not see clear actions confirming the company's ecological stance.
For example, the Californian brand Patagonia is considered a leader in the eco brand field, holding numerous patents for eco-friendly technologies. Since its founding in 1973, the company has offered outdoor clothing made from organic cotton, recycled plastic, and unique fabrics such as Tencel and the H2No membrane.
Advantages of an Eco Brand
- Attracting an Audience: Ecological positioning is particularly effective in the cosmetics and children's goods sectors. For instance, the slogan "For those who are about to become a mom or already are — the safest and gentlest products" from the company Levrana helps attract the attention of mothers and expectant mothers.
- Increasing Customer Loyalty: Having a meaningful mission, such as protecting the environment, makes the brand more appealing to consumers, who are more likely to choose it over competitors. An example is Natura Siberica, one of the first eco brands in Russia, which actively creates organic farms and protects animals.
- Environmental Care: Initiatives for environmental protection often come from the founders of companies who share these values. Large companies have the opportunity to allocate significant budgets for ecological projects. For example, the founder of the eco brand Twinkle Stories, Maria Zaitseva, only purchases cotton with GOTS certification, which guarantees the absence of chemicals and harmful substances in its production process.