What is Green Marketing?

David Platt • 24 September 2019

How marketing is going eco-friendly and how you can too.

green marketing

Whilst we could argue that taking a stance on the environment, ensuring products are from sustainable sources and not contributing to global warming, is morally right, there is another reason to consider your environmental position: Profit.

Not only do environmental credentials make a product more attractive to a consumer but according to research agency Nielson, consumers are willing to pay more. The 2014 Nielsen Global Survey on Corporate Social Responsibility polled 30,000 consumers from 60 countries to determine statistics on consumer preferences for sustainable purchasing, and found that:

  • 55% of consumers were willing to pay extra for products and services from companies committed to positive social and environmental impact (up from 45% in 2011)
  • 52% made at least one purchase in the past six months from at least one socially responsible company
  • 52% check product packaging to ensure sustainable impact

These numbers from 2014 are being updated but anecdotally one expects these numbers to significantly rise over the coming years.

Companies and marketers who do not lock into this trend are not only in danger of missing out on a potential competitive advantage but may do serious harm to their brand and brand loyalty. But, this is not a question of changing the packaging and relabeling whilst claiming to be environmentally friendly – not one likes ‘Green wash’.

Greenwashing

The most famous example comes from US company, Coopertone sunscreen, with a "no CFCs" label. Being a chlorofluorocarbon-free product sounds great (you can help save the ozone layer), until you realize that CFC production in the United States had been banned since 1995. The Twittersphere lit up and the brand's image and reputation damaged.

The Green Marketing Mix

PRODUCT

Does the product itself have the best sustainability credentials possible? Is the design and development of new products driven by an environmental perspective. Not every product can be an evangelist but nor should you leave yourself open to obvious criticism. Use recyclable or eco-friendly materials where you can.

PROMOTION

When you are running your marketing campaigns, are you doing so in an environmentally friendly manner? For example, if you're running a direct marketing campaign, try using recycled paper, or leave the direct marketing altogether and go digital. Are you using cheap plastic promotional products? Use eco-friendly promotional gifts, much like the ones we here at Pavilion Earth provide. Have a look at what we can do for your marketing campaigns.

PLACE

Are you being eco-friendly in your stores. The consideration here is not just about how your staff may manage their level of sustainability on site, but also how it might vary with manufacturers. Are you using suppliers that are close by, is your distribution network easy with distribution centres placed at effective locations? Is individual delivery working or would it be more sustainable to deliver to a single location similar to how there are Amazon lock boxes?

PRICE

Yes, you can charge more – but whether you should will come down to old fashioned competitive positioning arguments.

PROCESS

It's not just your materials that need to environmentally friendly but your process too. Are you recycling plastic onsite at the manufacturers? Are you using minimal packaging to deliver your products. Are you providing hybrid company cars? Are you offsetting your carbon with large international deliveries?

Remember when it comes being a brand that cares for the environment, you need to try and makes changes at nearly every station, not just with a recycling bin in the corner.

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Ultimate Guide to finding an Eco Promotional Product

by David Platt • 27 July 2025
Searching for a branded gift or promotional product? Finding it hard to discover something new, something different? This post will give you a different way of finding what you are looking for by explaining how the industry works and why endless browsing may not be the right approach - or you can watch the video here 1. Understanding how the promotional products industry works a. Promotional Products Distributors The web sites you see on Google are numerous – indeed there are 2,873 distributors in the UK, each selling branded merchandise and each with a website. The web sites vary from the aesthetically pleasing to the overcrowded. BUT you will see the same products on many different web sites – why? b. Promotional Products Manufacturers The number of actual manufacturers is relatively small – a few hundred – each making a single product line, whether that be bags, notebooks, pens or clothing. But the vast majority of the manufacturers will only sell to the Trade – you will find it difficult to access them without the distributor. c. Merchandise Wholesalers In addition to the manufacturers, there an even smaller number of ‘wholesalers’. These Trade only suppliers will stock a huge range of products from many different sources and brand the product with your logo. They may also allow electronic feeds of their products to the distributor websites. d. Images of products So, as you search the myriad of websites presented by Google, you are looking at distributors with potentially the same product lines. ‘But they appear different’ – I hear you say. Yes, that is because each distributor, ourselves included, chooses what we believe to be the best promotional products for a particular price and quality, and the best images. Three problems We may have chosen the wrong products We may have chosen the wrong image The products constantly change so it is really tough to keep the website updated But, remember all the distributors buy from the same sources and virtually all could supply ANY of the products you see….. 2. I don’t know what I am looking for but will know it when I see it! This is true for 95% plus of everyone searching. You do however have some basic parameters: Rough cost per item Estimate of the quantity An understanding of who it’s for An understanding of your brand How the product will be used TIMING This last one is the ‘real kicker’ – you may find what you want but not be able to get it in time – in our experience this happens so often. 3. Alternative approach – a guide So, what is the alternative approach? Have the distributor do the work for you – for FREE We spend every day looking at products, attending industry exhibitions and meeting with manufacturers and wholesalers. We know what is available and when. We can help you clarify a brief and then present you with ideas. We can even quote on a product you have seen elsewhere. See us as your guide. OUR PROMISE – no pushy sales people – happy to chat by email or WhatsApp if you prefer.
Reversible Bucket Hat

The Top 5 Branded Merchandise items this Summer 2025

by David Platt • 24 June 2025
The top 5 most popular promotional merchandise for the Summer - let's look at what's hot!
Eco certification

Top 5 Certifications to Look for in Eco-Friendly Promotional Merchandise

21 April 2025
How can you tell which items genuinely meet environmental and ethical standards? How do you know your promotional merchandise is eco? One of the best ways is by looking for trusted third-party certifications. These certifications offer transparency, set rigorous criteria, and help ensure that your branded merchandise aligns with your sustainability values. Here's a quick guide to five of the most respected certifications to look out for when choosing eco-conscious products. 1. FSC – Forest Stewardship Council What it means: The FSC certification ensures that wood, paper, and other forest-based materials come from responsibly managed forests that provide environmental, social, and economic benefits. Why it matters: If you're sourcing promotional items made from wood or paper—like notebooks, packaging, or wooden gifts—FSC certification guarantees that the materials are sustainably harvested. Look for: Products marked with the FSC logo; and check the certificate number on the FSC Certificate Search. Visit FSC official site 2. GOTS – Global Organic Textile Standard What it means: GOTS is a globally recognized certification for organic textiles. It ensures that fabrics like cotton are grown without harmful chemicals and processed in socially and environmentally responsible ways. Why it matters: Many promotional products, like tote bags, T-shirts, and towels, are textile-based. GOTS certification means these items are organic, safe, and ethically produced from farm to finish. Look for: A GOTS-certified label and supplier. You can verify through the GOTS Public Database. Visit GOTS official site What it means: Fairtrade certification supports better prices, decent working conditions, and fair terms of trade for farmers and workers in developing countries. Why it matters: Products like cotton bags, chocolate bars, or coffee mugs with Fairtrade-certified contents ensure ethical treatment of producers and sustainable farming practices. Look for: The blue and green Fairtrade logo on packaging or labels. Visit Fairtrade Foundation (UK) 4. OEKO-TEX® STANDARD 100 What it means: This certification verifies that textiles are tested for harmful substances and are safe for human use. Why it matters: Even "natural" fabrics can be treated with dyes or chemicals. OEKO-TEX® ensures that every component of the product—from threads to prints—is free from harmful levels of over 100 substances. Look for: The STANDARD 100 label and certification number for verification via the OEKO-TEX® Label Check. Visit OEKO-TEX® official site 5. Cradle to Cradle Certified® What it means: Cradle to Cradle certification assesses products for environmental and social performance across five categories: material health, circularity, clean air & climate protection, water & soil stewardship, and social fairness. Why it matters: This is especially valuable for innovative and multi-material products. It focuses on the entire lifecycle, not just sourcing or disposal. Look for: The Cradle to Cradle Certified® mark and specific level (Bronze, Silver, Gold, or Platinum). Visit Cradle to Cradle Products Innovation Institute Why Certifications Matter for Your Brand Choosing certified eco-friendly promotional products isn’t just about ticking a box—it shows your customers, staff, and stakeholders that you care about ethical sourcing, sustainable production, and long-term environmental impact. These certifications offer peace of mind and add real value to your brand story. At Pavilion Earth, we’re proud to work with suppliers who prioritise sustainability and transparency. Want help finding the right certified products for your campaign? Get in touch with us — we’d love to help.
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