Marknadsinriktad miljökommunikation på Internet
försäkringsbolaget Folksam
Grön MarknadsföringKommunikationMarknadskommunikationMiljöVärdeKundvärdeInternetIntressenterKunderInteraktivitetCRM
Many companies are presently investing in different types of environmental strategies, and it is varying to what level they channel their resources to environmental efforts. It is also diverging to what extent organizations effort to profile themselves as environmentally conscious. This can be due to difficulties in reaching out to customers and to finding the most efficient method of green marketing communication.
The aim of this study is to analyse how an insurance company more actively can communicate environmental matters foremost in their contact with customers. One can in different mediums daily follow debates and discussions concerning the environment. Many insurance companies have also identified their role in performing green work. Despite the attention brought to these issues, there seems to be a great difficulty for insurance companies in communicating their environmental work.
Internet is a channel with a potential of offering increased opportunities of efficiently communicating environmental work by an organisation. The insurance company Folksam comprises a great interest in mediating a picture of them as being a company where environmental management is a considerate part of their activities. Folksam are interested in evolving their green communication, but they lack a solid strategy for doing so.
This study is focusing on the insurance company Folksam, whose customers hold insignificant awareness of the environmental activities of Folksam. The most important aspects of these activities in Folksam are connected to their services in repairing of customer?s material goods. These are services that most customers rarely experience, because relatively few need to use their insurance. Folksam has a clear strategy in managing environmental matters connected to their damage control services. What they miss are clear procedures for communicating environmental efforts and raise awareness amongst stakeholders. The aim is to identify how Folksam should proceed in communicating these matters in a more effective way than today. The reason why Folksam wishes to do so is because it would profile them more as, and strengthen their image as, being an environmentally conscious company. This would allow Folksam to capitalize on resources that currently are spent on environmental work, in form of positive attention from the world around.
Folksam are today developing in the right direction, trying to integrate their environmental activities in their marketing communication. Folksam developing their green marketing will result in an increased perceived value of the brand. Driving more attention to environmental matters will also result in these matters being taken more seriously. Folksam being a well known organization in contact with a considerate part of the Swedish population makes Folksam an important actor, holding the opportunity of increasing the interest of environmental matters in society. Therefore, green marketing communication is not only part of a strategy in increasing the perceived value of a brand; it is also a responsibility and an opportunity to accomplish improvements of the environmental focus in society at large.