Green marketing: an interview with Sofia Ribeiro (Kiwano marketing)

Contemplating the world's green evolution from aside, I was always curious about how it all really happens. There is some kind of knowledge you can never gain from books or articles. I'm talking about the experience of those people, who are already doing things you're just reading about. That's why I was really happy to have a talk with Sofia Ribeiro, a real Marketing Wizard from Kiwano Marketing (Vancouver).

How can two young women provide eco-friendly marketing services, write pretty good articles and arrange their own green marketing events at the same time? That's the question. But yes, they do. Moreover, they can also find the time to answer my questions. I'm eager to introduce Sofia Ribeiro — a person who works 24/7 for a greener future, as well as for the profit of her clients.

Sofia, tell me please — is green marketing really popular in Canada? Does this new spirit really exist — a spirit of eco-competition in business?

Indeed, green marketing is becoming increasingly more popular in Canada and in the US, particularly on the West Coast. I attribute this to:

• Increased awareness towards environmental issues;
• Consumer pressure on corporations and governments;
• Improved products, as well as business operations, that render the green industry more competitive, and more alluring (today you no longer have to choose between a good product and a green product— you can have both);
• Green products are also becoming more competitive in pricing, boosting adoption rates.

One thing I find curious about the green industry is how connected it is with social, community values as well. It’s great to be environmentally-friendly and mind your carbon footprint, but it is not enough. Businesses must be socially-responsible as well. I even joke that the green industry should be called ethical industry instead!

Because global warming is so present nowadays, we require a shift of our mindset and habits. And this is where green businesses, and in particular green marketing, must play. It is our mission to facilitate the adoption of environmentally-sustainable practices.

I've read many times about the environmental focus of the big corporations. Are smaller businesses doing the same? How can, for example, a little company promote itself with the help of green activities?

Many small businesses are also concerned about their environmental impact. Although their budgets are typically more constricted, small businesses tend to have a smaller footprint, and it’s typically easier for them to adapt to new needs. For instance, a small business can tweak its strategy at a cost considerable lower than a multinational.

Small businesses can leverage guerrilla marketing techniques and create effective green marketing campaigns with lower environmental impact. Campaigns that heavily rely on internet marketing tools and social media programs work quite well with small businesses, especially if paired with traditional marketing tactics such as event marketing.

Could you please tell me about one of the recent Kiwano's green marketing campaigns?

One of the campaigns that I most enjoyed putting together was for the Stanley Park Ecology Society. It is a non-for-profit organization that manages the biggest park in Vancouver. Being a non-profit, they have a very limited budget, which results in having only a hand-full of people managing the society. Hence, they didn't have either manpower to handle marketing, nor the necessary marketing expertise within the organization.

So what we did was combine their need of brand awareness (and funds) with our powerful brand. To this end, we organized an event in Stanley Park that would bring together the top green industry influencers in Vancouver. The promotion of the event started 1.5 months before the actual event, and we promoted it mainly online, through our blog, Twitter, Facebook and LinkedIn. We also did an e-mail marketing campaign and attented a series of networking events to promote Stanley Park's cause.

For the actual event, we partnered with local businesses such as an organic winery, organic farmers, and asked guests to bring their own cups. Bringing the cup made the event more personable and cosy, people felt they were at home. It also enabled us to save considerable waste in paper cups. We also ran a fundraising for the Stanley Park, where businesses across BC and Alberta could donate green products and services for a sale during the event, where 100% of the money raised went to Stanley Park. It was quite fun organizing it!

What attracts me is different promo-campaigns, which not only promote a brand or a product, but also do something good for environment. Do you remember that billboard by Nedbank in South Africa with solar panels on the top of it, completely powering the school? What do you think about such kind of campaigns?

Original advertising and promo items that portray a company’s sustainable values are fantastic because they boost the buzz around the brand while doing something good for the environment. There are many promo materials that are already developed with this goal.

For instance, last month at the sustainability conference GLOBE2010, I came across WCAFI, a not-for-profit that provides businesses with a clean air kit, which contains everything you need to plant and grow your own tree. The kit's globe is made from potato waste and is 100% biodegradable. What’s more, when you buy and plant one, WCAFI will plant another tree with their planting partners around the world. So, instead of giving away pens or stress balls at trade shows, businesses can now give away a tree in a package that is 100% biodegradable. How cool is that?

Sofia, I also have a very special question to you! What should a copywriter know to work in green marketing? What else should he learn additionally?

Maria, in order to become a great green marketing copywriter, you need to combine your copywriting experience with a deep knowledge of the green industry. Green marketing copywriters must understand the LOHAS market, what makes consumers buy green products, what the big “no-nos” are when writing to this incredible inquisitive market, and what words make them tick. You should also research examples of green marketing campaigns that were highly successful, and understand what factors led to their success. At the same time, it is also crucial to investigate green marketing campaigns that had an incredible potential to become popular, but then met customer criticism.

Whatever focus and tone you decide to specialize in, it is critical that you understand what greenwashing is, so you:

1. Don’t endorse companies that engage in this practice (that would kill your green marketing career).
2. Don’t write copy that may come across as greenwashing.

What do you think, is the green wave coming worldwide?

I’m sure the «green wave» is expanding across the globe. No wonder: with the increasing number of earthquakes, tsunamis, and other weird weather episodes, consumers across the world are realizing global warming is not a threat anymore: it’s real, and it’s hapenning already.

At Kiwano, we receive an average of 2 to 3 inquiries every week of business people that want to open subsidiaries of our company in Asia, Europe and South America, and journalists and bloggers across the world contact us to learn more about what we do and why we think green marketing is today’s most popular marketing strategy.

All this tells me that businesses that care about the environment are being rewarded with dollars and brand loyalty. There’s no room for doubt that we, as a civilization, need to become more responsible towards the environment, and the mindset is already changing.

The green wave is not a wave – it’s here to stay.

Thanks a lot, Sofia! I think you are doing great. Wish you all the best!