Effective Green Marketing Strategies on Social Media: Selling Companies and Their Consumers on Investing in Carbon Offsetting and Solar Energy in 2021
Date of Award
Integrated Marketing Communication
Kristen Alley Swain
John Michael Tonos
In a digital world where consumers and businesses alike care significantly about sustainability and corporate social responsibility (CSR), the success of startup companies hinges on constant, clear, and thoughtful communication. Through my research into successfully marketing such concerns on social media as well as my internship at Clearloop, I discovered some of the best ways to convince both companies and consumers that preserving the planet should be a primary concern for every environmentally conscious company. Companies that ignore their impacts on the environment are synonymous with companies doomed to fail in the 21st century. Clearloop’s model of partnering with companies to coordinate investment in and construction of solar energy encourages consumers of said companies while allowing Clearloop to take the wheel in terms of planning and building renewable energy infrastructure. What results are successful projects, the first of which being in Jackson, TN, that grant enterprises with the right to boast a commitment to preserving the planet through carbon offsetting.
Springer, Melvin Richard IV, "Effective Green Marketing Strategies on Social Media: Selling Companies and Their Consumers on Investing in Carbon Offsetting and Solar Energy in 2021" (2022). Honors Theses. 2495.
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This work is licensed under a Creative Commons Attribution 4.0 International License.
Marketing Commons, Power and Energy Commons, Social Media Commons
Thank you to Laura Zapata, Bob Corney, and Governor Phil Bredesen for allowing me to spend Summer 2021 with Clearloop. I could not have asked for a better way to learn how to tell the story of a company, a startup, a group of people seeking to change the world. Your mission of expanding access to renewable energy and making the world a better place is one that inspired me and will continue to do so beyond graduation and into my career.
The impact of this project would not be nearly as significant or thorough without the guidance of Dr. Ike Brunner, who helped me hit the ground running on this unique approach. When I wasn’t confident on the direction to head in, you gave me the advice and provided clarity that allowed me to succeed in this research.
I would be remiss if I did not thank the Sally McDonnell Barksdale Honors College for the years of support, generosity, and encouragement to thrive at UM. In particular, I want to thank the Stamps Foundation for providing students across the country, including myself, with the resources to pursue the fields of study that intrigue and excite us. I cannot put into words how much these communities have given me – thank you, sincerely.
Finally, thank you to my parents for sacrificing much through the course of my life to provide me with an elementary and high school education. I feel confident and thrilled to continue learning all my life about the world around me. You fostered that curiosity in me from a young age, and I love and appreciate you both.