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5 Tips to successfully market your green business

A company’s reputation is one of the most valuable assets an organization possesses. Bad publicity spreads quickly (it’s the most viral form of buzz there is), taking years to overcome. So when claiming to be green, you better be one.

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Photo by @benwhitephotography from Unsplash.com

In 2018, the Intergovernmental Panel on Climate Change (IPCC) reported that to keep the rise in global temperatures below 1.5C this century, emissions of carbon dioxide would have to be cut by 45% by 2030.

As a social issue – and yes, an opportunity to highlight green credentials – many companies are understandably highlighting their efforts to help save the environment.

But the crew at Kiwano Marketing says not all green “efforts” are good marketing strategies; and they share the top five tips on how to successfully market a green business.

1. Back up your claims.

Double-check your efforts when starting a green marketing strategy. Our advice is: don’t position yourself as a green business if you’re not walking the talk. Today’s consumers are savvy and inquisitive, and a false claim will seriously damage your brand – what people say about you.

A company’s reputation is one of the most valuable assets an organization possesses. Bad publicity spreads quickly (it’s the most viral form of buzz there is), taking years to overcome.

2. Don’t position yourself as the green savior.

Consumers are looking behind the label, and demand integrity from the companies where they make purchases. You should communicate your environmental and sustainability efforts – but don’t overdo it. Add a modest, sincere tone to your message and that will take you a long way.

Consumers relate better with people than with organizations. Give your business a personal, honest image and you will generate positive word-of-mouth.

3. Engage the whole team and communicate your efforts internally.

This is one of the most important green marketing tips. You need internal support to be able to reflect your business green initiatives (consistent communications and continuity are musts for any successful marketing program).

It is particularly important to engage your frontline employees: sales teams, the technical support department, and receptionists, in particular! Imagine how it would reflect on your company if your marketing department is promoting your environmental initiatives while the sales team is seen dumping dozens of still relevant brochures after a trade show.

Photo by Noah Buscher from Unsplash.com

4. Get your supply chain on board.

Engage your partners and vendors on your green marketing efforts. Communicate the pros of green marketing and provide incentives for a faster adoption.

Focus on the new joint marketing opportunities you’ll be creating for your partners and suppliers – after all, if your supply chain is also becoming environmentally-sustainable, your suppliers will want to promote the new added-value and generate more business.

5. Don’t just focus on the green argument.

The green marketplace is quickly evolving and it’s not enough to focus your messaging on the green added-value of your products/services. You need to develop your product positioning so it’s a “no-brainer” for your clients to do business with you. This can take various forms, from communicating the quality of your product or service, focusing on the money your customers will be saving in the long term (and perhaps in the short term, depending where your product fits in the price scale), product innovation/design, etc.

The goal is not to focus on the green argument uniquely; position your company as an organization that appeals to more than dark green customers.

Ethical Biz

Cebu Pacific Catering Services (CPCS) committed to sourcing 100% cage-free eggs across its operations by 2030

The company’s commitment follows similar pledges by major airline caterers worldwide, including its partner Cathay Pacific Catering Services in Hong Kong, demonstrating a coordinated industry shift toward more responsible sourcing practices.

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Cebu Pacific Catering Services (CPCS) won praise from international NGO Lever Foundation for committing to sourcing 100% cage-free eggs across its operations by 2030. This commitment aligns CPCS with a growing movement among international airline caterers to advance animal welfare standards in their supply chains.

“Our commitment to sourcing 100% cage-free eggs by 2030 reflects CPCS’s dedication to aligning with global sustainability standards while maintaining the highest quality in airline catering,” said Sherwin B. Olivar, General Manager at Cebu Pacific Catering Services Inc. “This initiative represents an important step in our ongoing efforts to implement responsible sourcing practices that meet international standards.”

A joint venture between MacroAsia Corporation, Cathay Pacific Catering Services of Hong Kong, and MGO Pacific Resources Corporation, CPCS prepares over 2000 meals daily for International flights at Mactan-Cebu International Airport. The company’s commitment follows similar pledges by major airline caterers worldwide, including its partner Cathay Pacific Catering Services in Hong Kong, demonstrating a coordinated industry shift toward more responsible sourcing practices.

“CPCS’s full transition to cage-free eggs demonstrates its strong leadership in sustainability within the airline catering sector,” said Robyn del Rosario, Sustainability Program Manager at Lever Foundation, which worked with the company on developing its new commitment. “Their decision will influence regional supply chains and show how international partnerships can drive positive change in the aviation services industry.”

Cage-free egg production, in which hens are given the freedom to move in open indoor environments, improves animal welfare and significantly lowers food safety risks compared to caged egg production. Exhaustive research by the European Food Safety Authority found that cage-free egg farms are up to 25 times less likely to be contaminated with key strains of salmonella than caged egg farms. The production of caged eggs has been banned across Europe, as well as in the United Kingdom, Canada, New Zealand, Bhutan and parts of India, Australia and the United States. An increasing number of consumers have also been leaving eggs off their plate as the best way to help laying hens.

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Ethical Biz

PepsiCo continues its plastic waste diversion with Loop Lokal program in PH

pep+ aims to drive action and progress across three key pillars—Positive Agriculture, Positive Value Chain, and Positive Choices—bringing together PepsiCo’s efforts under a comprehensive sustainability framework.

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PepsiCo continues to proactively find solutions to address plastic waste and invest in solutions that benefit communities and the environment. In 2024, as part of its broader pep+ (PepsiCo Positive) ambition to drive sustainable change across its value chain, PepsiCo joined hands with Evergreen Labs Philippines to support solid waste collection and diversion efforts through its Loop Lokal program—strengthening local systems and advancing progress toward a circular economy.

pep+ aims to drive action and progress across three key pillars—Positive Agriculture, Positive Value Chain, and Positive Choices—bringing together PepsiCo’s efforts under a comprehensive sustainability framework.

“Plastic waste is a complex challenge, and addressing it requires steady, collaborative effort. Through our partnership with Evergreen Labs, we’re taking a practical step to strengthen local waste systems while avoiding harmful practices like open burning or co-processing. Instead, we’re supporting a model that upcycles plastic waste into something of value—driving better environmental outcomes and meaningful impact for local communities,” said Aditya Ahuja, General Manager, PepsiCo, Malaysia and Philippines (Foods).

In 2024, the Loop Lokal Program was launched across Metro Manila, Cavite, Laguna, Cebu, Iloilo, and Guimaras Island, activating 11 communities and diverting over 180 metric tons of plastic waste. The program validated the effectiveness of a bottom-up, community-driven recycling model that empowers local government units (LGUs) and residents to expand existing environmental programs with targeted support from the private sector. By alleviating the financial burden of incentivizing community participation, the model promotes shared responsibility and demonstrates a scalable, replicable solution for a broader environmental impact.

A critical component of the Loop Lokal Program is PepsiCo’s investment in strengthening sorting and segregation infrastructure, particularly at the Materials Recovery Facility (MRF) in Biñan City, Laguna. Previously operating at limited capacity, the Biñan Ecopark is now being transformed into a hub suited for growth—with our investment enabling the addition of advanced equipment, including the installation of a mechanized sorting line, baling machine, and plastic crushing equipment. These enhancements aim to improve the site’s operational efficiency, streamlined material flow, and increased its capacity for pre-processing and recovery.

This infrastructure investment drives market efficiency by reducing leakages in the waste value chain and laying the groundwork for a replicable, scalable model of municipal waste recovery. Most importantly, it strengthens the collection and diversion infrastructure needed for the Philippines to meet its increasing targets under the Extended Producer Responsibility (EPR) law.

Across the 11 communities, Evergreen Labs Philippines implemented a range of community-centric engagement activities—from offering food incentives for plastic donations to partnering with LGUs and local organizations to strengthen existing waste diversion systems. The collected plastic waste was processed by local partners and upcycled into boards, lumber, and bricks—products that are now being used and sold locally, creating livelihoods and keeping value within the community.

“Funding from companies like PepsiCo makes it possible for us to design models that directly engage communities in sustainable waste management and environmental conservation. These efforts generate livelihoods, strengthen government systems, and ultimately keep tons of plastic waste out of our oceans and landfills,” shared Erica Cardoso, Managing Director of Evergreen Labs Philippines.

The Loop Lokal Program between Evergreen Labs Philippines and PepsiCo is slated to continue in 2025.

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Ethical Biz

Watsons joins forces with customers to offset 4,000 tons of CO2 to fight climate change

For every purchase of selected Watsons Sustainable Choice products, the company aims to offset over 4,000 tons of CO2 emissions.

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On Earth Day, Watsons, the flagship health and beauty brand of AS Watson, announces an expanded partnership with ClimatePartner to enhance its carbon compensation initiative. For every purchase of selected Watsons Sustainable Choice products, we aim to offset over 4,000 tons of CO2 emissions.

Inspiring Customers to Choose Wisely, Live Sustainably

To meet the growing customer demand for Sustainable Choices products, Watsons launched its carbon compensation initiative with ClimatePartner in 2023, initially featuring 7 product ranges. Now, this effort is expanding to include 30 product ranges, further advancing our unwavering commitment to sustainability. The initiative is launched at Watsons O+O (offline plus online) stores throughout Hong Kong, Malaysia, Philippines, Taiwan, Thailand, Singapore, Vietnam, Indonesia, Turkey, and GCC markets.

Watsons is committed to offering more sustainable products while ensuring that every purchase makes a meaningful and impactful difference. In addition to ongoing reforestation efforts in Rimba Raya, Indonesia[1], Watsons is focusing on crucial afforestation in Dingxi, Mainland China[2] — an area affected by desertification, droughts, and severe soil erosion. This initiative involves planting native tree species, selected for their resilience in semi-arid conditions, with the goal of transforming degraded farmland into thriving forests.   

Beyond environmental benefits, the initiative creates employment opportunities for local residents in tree planting and forest maintenance, with a significant portion of roles filled by women, promoting gender equity and empowering local communities.

Since its launch, the initiative has been well-received by customers and has garnered positive feedback.

Laine Molina, a customer from the Philippines, shared, “ I love how Watsons makes recycling so easy and rewarding. Dropping off my empty bottles during my regular shopping trips has become a habit. It’s great to know that my small actions contribute to a cleaner environment, and the shopping vouchers are a nice bonus!”

Nicole Espinase from the Philippines added, “Choosing Watsons’ Sustainable Choices products just makes sense. It’s an easy way to be more mindful of what I buy without sacrificing quality. I like knowing that even small changes in my routine can make a difference, and it feels good to support brands that care about the environment too.”

In the Philippines, Watsons not only empowers customers but also supports the global sustainability campaign through its Go Green Living initiatives, which actively engage employees in hands-on environmental action. As part of these efforts, Watsons Philippines has planted over 5,800 trees during eco-tours and collected more than 30 sacks of trash and scrap wood during international coastal cleanups, helping prevent marine pollution and protect biodiversity. These local efforts demonstrate how Watsons also contributes to climate action through community-driven, employee-led programs that reflect the organization’s broader commitment to sustainability.

Inspiring customers to choose Sustainable Choices products is a vital step towards combating climate change and preserving the biodiversity that sustains us all. Together, we can create a ripple effect of positive change, shaping a brighter, greener future for generations to come. This Earth Day marks another significant milestone in Watsons’ journey toward climate action, empowering customers to Look Good. Do Good. Feel Great.


[1] https://projects.climatepartner.com/en/1064

[2] https://projects.climatepartner.com/en/1463

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