What is Sustainable Marketing?
Sustainable marketing is the promotion of products, practices, and values that are responsible for their environmental and social nature. If you have spent a little more on something because you know it is locally produced or 100% recyclable, then you already have experience with sustainable marketing.
Companies can use sustainable marketing for a specific product, an urgent matter, or even as a USP for their company. LEGO is a successful company with sustainable marketing. This is a brand that dedicates part of its website to sustainability programs and has a clear purpose for its environmental efforts, written in its tone
Sustainable marketing is a great way to promote the green aspects of your business, as long as you do it right.
Of course, a company uses its entire gene pool to promote itself and look good in the market. SMEs often use a popular origin or local approach to give them a unique tone of voice, while larger companies are proud to reward the industry.
Another tactic that companies can use is sustainable marketing, which is both a product and a brand marketing strategy. Responsibility is becoming an overall operational value and several companies have announced environmental and social initiatives that assess the customer and challenge them to choose between the cheapest option and the (morally) ‘best’ option. However, it is important to carefully plan and execute sustainable marketing, otherwise, your brand may be used.
The key aspects of sustainable marketing are:
Your plan is for the long term
Social and environmental issues are very broad and need to be addressed longer than seasonal offers. The public knows that sudden change is next to impossible and therefore a goal is needed that changes on a large scale on a large scale. Take a look at the LEGO example mentioned above, your mission is to make the production of your LEGO blocks sustainable by 2030.
Your plan is consistent
You don’t just need a sustainable idea, you also need to be specific. It’s easy to tell your customers that one aspect of your brand is eco-friendly, but what about the other elements? Imagine your brand is selling a drink and trading new ingredients from sustainable sources. You might be tempted to say how responsible your brand is, but are the bottles of this drink you sell recyclable? What about the labels used on the bottle?
This problem arose when McDonald’s replaced its plastic straws with paper straws. Due to the thickness of the new straws, the company says it is still not easy for the company’s breakers to process and recycle, and they should generally throw them away.
Give your plan responsibly
OVO Energy is proud to be uSwitch Supplier of the Year, but its main selling points are its green energy solutions and its vision of a carbon-free lifestyle.
Sustainable marketing is therefore a central part of the corporate strategy and aims to form a strong link between the brand and the concept of renewable energy in the minds of customers. But how does OVO Energy communicate this message to the public? Unlike traditional marketing materials wrapped in plastic and powered by trucks that smoke nationwide.
The core of sustainable marketing is to position your brand as an active figure in an environmental or social issue. You can make your brand messages more human and think of another reason why customers should choose you over your competitors. However, do not underestimate the commitment required to participate in sustainable initiatives. These aren’t just “buzzwords” or “hot topics”; are programs aimed at reducing CO2 emissions, increasing recyclable materials, and improving the prospects for the next generation.