Today marks the exciting launch of Earthwise, an Instagram platform dedicated to showcasing exciting green marketing campaigns worldwide. The joint venture between Anujita Jain of Alchemist Dotwise and Prarthna Batra aims to highlight the best practices in sustainability marketing as demonstrated by brands in their communication efforts.
Earthwise is designed to be a central hub for all things related to green marketing. The platform will feature a diverse range of content, including advertising, communication strategies, trade events, packaging innovations, social media initiatives, and audience engagement tactics. The primary focus will be on campaigns that not only promote sustainability but also do so in innovative and creative ways.
“In today’s digital environment of two-way communication, to win affinity with the audience, brands cannot do without being and being perceived as a planet accountable and responsible. Earthwise celebrates these brand narratives. The Earthwise mission is to spotlight the best sustainability marketing stories from around the world, to inspire both students and practitioners of brand communication,” said Anujita Jain.
Prarthna Batra added, “ As a young professional and a consumer, I prefer brands that care for Mother Earth Green marketing is not just a trend; it’s a necessity for the future. Earthwise will serve as a beacon for the marketing community, showcasing how brands can effectively communicate their sustainability efforts and make a real impact.”
Sustainability Marketing: The New Norm
Sustainability marketing is rapidly becoming the norm across various categories. Brands increasingly recognise the importance of aligning their marketing strategies with sustainable practices. According to recent studies, over 60 per cent of consumers prefer to purchase products from companies that are committed to positive social and environmental impact. Furthermore, 70 per cent of millennials are willing to pay more for products that demonstrate sustainable practices.
Adopting sustainability marketing not only enhances a brand's image but also builds consumer trust and loyalty. Brands that effectively communicate their sustainability efforts are often perceived as more innovative, responsible, and trustworthy. Additionally, sustainability marketing can lead to cost savings through more efficient use of resources and can open up new market opportunities as consumer demand for eco-friendly products continues to rise.
Earthwise: Leading the Way in India
Earthwise is the first platform of its kind across India to focus exclusively on green campaigns. By curating and sharing content that showcases the cutting edge of green marketing, Earthwise provides insights and inspiration for marketers, businesses, and environmentally conscious consumers alike. Followers of the platform can expect to see case studies, behind-the-scenes looks at groundbreaking campaigns, and interviews with industry leaders who are pushing the boundaries of what’s possible in sustainable marketing.
Stay connected with Earthwise: https://www.instagram.com/being.earthwise
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