As you read the title of this blog, you find yourself pondering what exactly sustainable marketing is. Why is the world trying to make everything about sustainability?
It is pretty typical to see companies making use of their strengths and unique features to market their products and stand out from the big sea of competitors. Many companies have also started adopting this common brand value, ‘Responsibility’, implementing social and environmental initiatives. A few examples such as Nike focusing on waste reduction, Unilever committing to using organic palm oil and Adidas targeting the elimination of plastic bags, can prove that companies have been taking action with their sustainability efforts.
It is quite clear that the onus is not just on the companies, but also on consumers to choose and support companies that have values aligned with theirs. For that to happen, brands have to start communicating and marketing sustainability to their target market.
Some may describe sustainable marketing as marketing environmentally friendly products and services while others have expressed that sustainable marketing prioritizes the planet over profit.
Sustainable marketing is the promotion of environmental and socially responsible products, practices, and brand values. It should meet the needs of the current generations without compromising that of the future generations. If you have ever purchased a product as it is 100% recyclable, you have experienced sustainable marketing.
Why Should We Adopt Sustainable Marketing?
When we start talking about marketing, restructuring processes is a more complicated transition than many realise. Reorganization of production and a complete restructuring of all processes in the company may seem daunting. However, it is crucial to remember that a lack of determination to transition to sustainability can be fatal to a business. More adventurous competitors can easily show clients their impressive results, occupying a bigger space in the market.
Today, a third of customers prefer to interact with brands where eco-consciousness is more than just a phrase, but a core principle. The number of sustainability-oriented consumers is growing every year. About half of young people in the UK are reluctant to buy products that have negative impacts on the environment.
As a result, restructured sustainable marketing can be used as a tool to spread these changes to transform into a sustainable business and convey these messages to as many potential and existing customers.
Classic Marketing VS Sustainable Marketing
The goal of classic marketing has always been to convert a person into a lead through a single process. If that existing consumer favours that product, they will naturally continue to purchase and interact with the brand. However, one thing to note is that this is an inefficient and outdated way of marketing as it generalizes the consumers and does not account for the individual preferences and needs of the market. Any competitor with a similar product can easily draw the attention of the consumers away through lowering their selling price or having a better feature.
On the other hand, sustainable marketing focuses on creating value for the current and future generations. It should also be demonstrating the result of exposure and interaction of the product with the environment.
Examples Of Sustainable Marketing
An example is LEGO who has excelled at sustainable marketing. LEGO has dedicated a section of their site to their brand’s sustainability efforts, pledging to commit to making their LEGO blocks sustainable by 2030. They have set clearly-defined goals for their environmental efforts.
Ikea, the furniture and lifestyle brand, has also developed a strategy known as People & Planet Positive, encouraging consumers to be environmentally conscious. It manufactures products through eco-friendly practices, relieving us from choosing between stylish design and sustainability.
Known for its effective green positioning, The Body Shop is approved by Leaping Bunny, the gold standard for non-animal tested products. It also supports farmers, defends human rights, initiates health treatments and training events for employees, identifies its values as to protect the planet. They have actively communicated sustainability to their consumers through promoting their sustainable packaging and awareness of domestic violence and AIDS.
Many brands such as L’Occitane has also started up recycling programs for their packaging. The L’Occitane Recycling Program has partnered with TerraCycle®, a waste management company, to recycle beauty and skincare products to prevent them from ending up in landfills and be used in the creation of new products. They have also put together a section of their site with DIY activities to upcycle their packaging into useful items, some of them include plant pots and kitchen storage.
How Do You Start Sustainable Marketing?
Ultimately the goal of sustainable marketing should be able to capture how safe and mindful products or services are and reflect social responsibility. To integrate sustainable marketing into your overall business brand marketing strategy, you can do the following:
- Communicate your sustainability message through advertising
- Promote green aspects of your company through different platforms (website, blogs, e-mail, social media, mobile marketing)
- Initiate market research and visualize the results to educate consumers and recommend sustainable improvements to your niche
- Partner with like-minded businesses for cross-promotion
- Support eco-friendly programs and corresponding community initiatives
- Focus on sustainable production
Long-Term Planning
Social and environmental issues are large and need to be tackled in a longer time frame than seasonal promotions. The public knows that sudden change is quite impossible, so you need an objective that targets high-scale change over a large timeframe.
Consistency
It is easy to tell customers that one aspect of your brand is eco-friendly, but what about other elements? For example, imagine your brand sells a drink and you switch to new ingredients that are sustainably sourced. Before announcing the changes, you would have to think about your packaging, supply chain, labelling. Are they all sustainable as well? If one aspect of your brand screams sustainability, but it isn’t supported by other elements, you risk being open to heavy scrutiny.
Transparency
If you are serious about transforming your business, you should never lie to consumers in the name of likes and purchases. False information about the product will sooner or later come out into the open, causing irreparable damage to your reputation. Brands should never talk about sustainability if it is not there as an appeal to a client can only be formed when a solid ground has been prepared.
In Conclusion
Twist sustainability into a part of your brand’s identity. The only way to make sustainable marketing work is to become fully committed to the concept of sustainable marketing. This includes green designing, positioning, pricing and logistics. When making environmental consciousness a priority of your business, you should succeed with both sales and consumer loyalty. When done currently, sustainable brands gain more profits and establish a reputation of being credible in the long run.
Sustainable marketing positions your brand as an active figure in an environmental or societal issue. It can humanize your brand messages and create another reason why customers should choose you over your competition. It is not just a passing trend, it is an effort dedicated to reducing the damage done to the planet, and improving prospects for the next generation.
At Aventis, we provide Sustainability & ESG training workshops. Come meet our industry experts, Chan Mun Wei, Sue Meng Chan and Kavickumar for the following courses.
Starting & Managing Corporate Sustainability & ESG Strategy
Effective Guide to Sustainability Reporting
Responsible Sourcing, Supply Chain Management & Sustainable Procurement
Discounts are available when you sign up in groups of 3 or more! Feel free to reach out to Ms Germaine at 6720 3333 for more details!
Sources
What is Sustainable Marketing?
Sustainable Marketing: New Challenges and Opportunities — Sea Going Green
What is sustainable marketing and how should you use it? | Smart Insights
