Green Marketing: the case of Nature Basics and its approach towards the Italian market

The problem of the environmental crisis includes multiple issues, such as the increase of sea levels, of the temperature globally, the deforestation, the reduction of available natural resources, and many more. All of them are consequences of the human activity, as the aggregated impact is formed by consumptions, population, and technology. The increasing demographic growth and the technological enhancements boost consumption levels and establish a ripple effect of hazards for the earth. Nonetheless, a transition towards a more sustainable society is possible, even though it requires the commitment of all the players on the market - Governments, organizations, companies, consumers. Specifically, companies have been implementing strategies of green marketing and communication. The goal is to address the needs of an increasingly informed, aware and conscious customer base, as well as respectful of the environment around us. The startup Nature Basics specifically embraces this concept and offers pure, natural and sustainable products. Furthermore, the brand is committed to have a CO2 production level equal to zero and to only use recycled and recyclable packaging. On top of that, every product sold a tree is planted in Madagascar. Owing to high opportunities offered by the Italian market, Nature Basics started expanding abroad. In conclusion, green communication represents a valid tool to reach a specific target. However, of fundamental importance is also the possibility offered by this tool to raise the awareness of a larger number of people and be part of the fight against the destruction of our planet.