Sustainable marketing is marketing for products and services that respect the environment and are socially responsible. It aims to improve life quality by promoting products, services, and ideas that don't harm the environment while benefiting the community.
How could this help my business?
Trends show an increasing preference for sustainable brands:
• An overwhelming 91% of the public wishes to see brands ‘show by example’ and demonstrate the actions they are taking to support the planet.
• No less than 45% are willing to consider alternative brands and services to make this happen.
• 87% say climate change is their number one concern – ahead of Covid-19 (85%), the health of friends and family (79%) and the cost of living (76%) – fueling the active embrace of more sustainable lifestyles. (1)
• Sustainability can be a differentiator - it helps your business stand out from non-sustainable competitors
• It has been shown to attract loyal customers,
• And having a mission beyond making a profit helps to interest and retain employees
Sustainable Marketing in Action:
Patagonia founder Yves Chouinard brought his love of the outdoors, concern for the planet, and passion for sports together to form a company that supplies the world’s top climbers, fishermen, surfers, and outdoor enthusiasts with high-quality gear.
To be successful and profitable, the company built its mission on sustainable sourcing and supply chain innovation as well as valuing relationships with vendors, customers, and stakeholders.
Patagonia’s mission is so core to the company that they’ve used it to help build brand awareness:
Fullsteam Brewery (Durham, NC)
Fullsteam’s mission is to craft distinctly Southern beer that celebrates the farm and food traditions of the American South. Their sustainable actions include local sourcing, donating waste products to gardens, and sponsorships of community organizations.
How can your organization add sustainability to your marketing?
1) First, add sustainability to your mission (if it's not already)
2) Plan how to integrate this into your strategy, operations, and marketing
2) Develop new messaging that includes sustainability:
Consider - What is important for customers and the community to know about?
What helps them have a favorable opinion about your brand?
Can you clarify what differentiates you from the competition?
Is there a way to build an emotional connection?
Think about your tagline or slogan - does it still fit? If not, developing a new one is a good place to start.
This process applies to many types of businesses, even solopreneurs, so don't think your business is too small!
What if you'd like your business to be sustainable, but don't think it is now?
Read our next blog for ideas on how your business can become more sustainable. It might be easier than you think to make a positive impact!
2) More on sustainability as a strategy: https://www.entrepreneur.com/living/why-you-need-to-build-sustainability-into-your-business/435075