Brands all around the globe are becoming more sustainable. Consumers are interested in what the brands they love are doing to decrease their impact on the environment. 89% of people expect companies and brands to do more to reduce their carbon impact.
Today’s generation is willing to do as much as possible to help the environment, starting with their consumption habits. These habits are being improved by choosing brands that align with their values. This is why many brands choose to go sustainable in all possible ways, including marketing.
Although very similar, green marketing and sustainable marketing are two concepts that shouldn’t be interchangeable.
According to Hubspot, the first often focuses on advertising strategies that promote environmental awareness and protection. And on the other hand, sustainable marketing covers this plus social and economic issues.
Sustainable marketing promotes the company’s mission, not only a specific product or service. While it can also involve promoting environmental protection strategies, it pushes socially responsible products, services, and practices.
Key steps to sustainable marketing are placing value ahead of profit, being consumer-oriented, and reflecting sustainability in every aspect of your brand. The following are some initiatives to help your brand implement sustainability in your marketing.
- Responsible Production: Companies should strive to responsibly produce their products and services using ethically sourced and environmentally friendly materials. This means avoiding practices such as sweatshops, child labor, and using toxic chemicals in the production process.
- Packaging: Companies should strive to use minimal product packaging and recyclable or biodegradable materials whenever possible. Reusable packaging is also becoming more popular as it helps reduce waste and plastic pollution.
- Digital Marketing: Companies should consider implementing digital marketing campaigns instead of traditional print or television ads. Digital campaigns are typically less expensive and require fewer resources, resulting in a smaller environmental footprint.
- Ethical Advertising: Brands should ensure their advertisements are ethical, truthful, and not exploitative or demeaning. Ads should also include warnings or disclaimers if they contain content that could be considered offensive or inappropriate.
- Corporate Social Responsibility: Companies should strive to be socially responsible by engaging in activities that benefit their communities, such as donating money to charities, volunteering at local events, and participating in environmental initiatives.
- Green Events: Companies should strive to organize green events that do not have a negative environmental impact. This includes using renewable energy sources for electricity, providing locally sourced food and beverages, and using eco-friendly materials for decorations and other supplies.
- Waste Reduction: Companies should reduce waste output by implementing recycling initiatives and using sustainable materials whenever possible. They can also encourage their customers to reduce waste by offering incentives for using reusable containers or bags when purchasing their products.
- Social Media: Companies can use social media platforms to promote sustainability by highlighting their green initiatives and responsible practices. They can also engage with their followers and customers by responding to queries or hosting contests encouraging sustainable living.
By implementing these sustainability practices, companies can demonstrate their commitment to protecting the environment while improving their reputation among consumers. Not only will this help them stay ahead of their competition, but it will also make their customers feel good about being loyal to them.
Recent studies show that the now generation of consumers is looking to support brands that are environmentally and socially responsible, in other words, sustainable. And they are not afraid of stepping away from brands that aren’t authentically sustainable.
When done right, sustainable marketing can bring business owners and consumers together into what sustainability is all about to thrive today and tomorrow.
How is your brand adapting to what the NOW gen is looking for? Are you practicing any of these initiatives?