Millennials are an influential buying generation and have driven companies to become more socially and environmentally continence and responsible. Green marketing is considered an extension of societal marketing.
Societal Marketing - simply means making a positive impact on our society and not just being concerned with sales or satisfying customer’s needs.
Environment Marketing - relates to internal and external issues that affects a company’s marketing decisions. Environmental marketing consists of three marketing categories: Macro-environmental, Micro-environmental and Internal environmental marketing.
Macro-Environmental Marketing – is when a company has little control over external issues like economic, social, political and technological factors. PESTLE (Political, Economic, Social, Technological, Legal, Ecological) analysis is conducted to assess a company’s macro-environment perceptions.
Micro-Environmental Marketing – relates directly to a company’s customers, employees, vendors and even the media. Companies have better control over Micro rather than macro environmental marketing.
Internal Environmental Marketing – relates to labor, inventory, policy, logistics, budget and capital assets. Through education and training employees are converted into Brand Ambassadors who have a direct impact on new business acquisitions and the retention of loyal customers.