Mercadeo verde y el ranking verde en el mundo

“LA HISTORIA DEL MERCADEO VERDE Y EL RANKING VERDE EN EL MUNDO”

Recopilación elaborada exclusivamente para la Revista Producto en Venezuela por Hannia Jiménez Beut, Representante Ejecutiva de Paloemango en San José, Costa Rica. La primera agencia de mercadeo y comunicación verde en Latinoamérica.

The term Green Marketing came into prominence in the late 1980s and early 1990s.

The American Marketing Association (AMA) held the first workshop on "Ecological Marketing" in 1975. The proceedings of this workshop resulted in one of the first books on green marketing entitled "Ecological Marketing".

The first wave of Green Marketing occurred in the 1980s. Corporate Social Responsibility (CSR) Reports started with the ice cream seller Ben & Jerry's where the financial report was supplemented by a greater view on the company's environmental impact. In 1987 a document prepared by the World Commission on Environment and Development defined sustainable development as meeting “the needs of the present without compromising the ability of future generations to meet their own need”, this became known as the Brundtland Report and was another step towards widespread thinking on sustainability in everyday activity. Two tangible milestones for wave 1 of green marketing came in the form of published books, both of which were called Green Marketing. They were by Ken Peattie (1992) in the United Kingdom and by Jacquelyn Ottman (1993) in the United States of America.[citation needed]

In the years after 2000 a second wave of Green marketing emerged. By now CSR and the Triple Bottom Line (TBL) were widespread. Such publications as a 2005 United Nations Report, then in 2006 a book by Al Gore and the UK Stern Report brought scientific-environmental arguments to a wide public in an easy to understand way. This knowledge assessed the implications of moving to a low-carbon global economy and the potential of different approaches.

This new wave of Green Marketing differed from the first wave in many respects. It is curious to note that Green Marketing Wave 1 followed an economic recession, whereas Green Marketing Wave 2 came before the global recession that come to be known as the “Credit Crunch”. This difference may be significant in that it may suggest that Green Marketing is here to stay. The green marketing concept dictates, amongst other things, less use, recycling and avoiding waste, just some of the ways society reacts at times of recession.

According to Jacquelyn Ottman, (author of Green Marketing: Opportunity for Innovation) from an organizational standpoint, environmental considerations should be integrated into all aspects of marketing — new product development and communications and all points in between.

The holistic nature of green also suggests that besides suppliers and retailers new stakeholders be enlisted, including educators, members of the community, regulators, and NGOs. Environmental issues should be balanced with primary customer needs.

Despite these challenges, green marketing has continued to gain adherents, particularly in light of growing global concern about climate change. This concern has led more companies to advertise their commitment to reduce their climate impacts, and the effect this is having on their products and services.