How to Realize Full Potential of Sustainability Marketing
Sustainability marketing creates long-term value for customers, employees, shareholders, and other key stakeholders. Promoting environmentally and socially responsible products, activities, and brand values is at the heart of sustainable marketing. You've experienced sustainable marketing if you've ever paid a little bit more for anything because you knew it was made locally or was 100% recyclable.
Consumers today desire a higher quality of life and play a greater role in making the world a better place. They aim to encourage businesses of all sizes — large, small, and in between – that demonstrate great ethics and environmental sustainability.
According to Mintel's 2015 Ethical Consumer US research, over 63% of customers believe ethical issues are increasingly relevant. Consumers are also enthusiastic about companies that incorporate important values into their basic operations.
Embracing the Change - Promoting Eco-friendly Aspects of Your Company
The full potential of sustainability marketing can only be realized when businesses adopt sustainable marketing practices throughout their entire organization – from the boardroom to the sales floor. By doing so, businesses will create long-term value for their customers and their employees, shareholders, and other key stakeholders.
Here are some ways that businesses can take their sustainability marketing efforts to the next level:
Think of the long-term impact
Social and environmental issues are broad and require a longer time frame than seasonal marketing. Because the public understands that sudden change is nearly impossible, they realize companies will take time to implement meaningful changes. When communicating your sustainability goals, always think long-term and show how your company makes a difference for the future.
Greenwashing is a dangerous marketing tactic in which companies make false claims about their environmental or social sustainability efforts in order to gain a competitive advantage. Not only is this dishonest, but it's also a huge turn-off for consumers. If you're caught greenwashing, you can say goodbye to your good reputation – and your customers.
Make sustainability a part of your culture
Sustainability should be embraced by employees at all levels and integrated into the company's culture. When everyone from the top down believes in and supports your sustainability efforts, it becomes easier to succeed. And don't forget to have fun with it! Celebrate your successes along the way and make sustainability a part of your company's DNA.
Create a consistent plan
You don't just need a long-term concept – you need to be precise. It's simple to tell your consumers that one aspect of your brand is environmentally friendly, yet what about the others? Consider a scenario in which your firm sells a beverage, and you switch to more environmentally responsible materials. You may be tempted to shout about how eco-friendly your brand is, but are the bottles you sell recyclable? What about the labels on it?
To make the most of sustainability marketing, businesses need to develop a consistent plan that addresses social and environmental issues. This includes setting measurable goals, allocating resources, and creating a timeline for implementation. By taking the time to develop a thoughtful plan, businesses can ensure their sustainability efforts are successful and long-lasting.
Engage customers to create a story
Your sustainability marketing efforts will be much more successful if you create a story that engages customers. When people feel like they're part of something, they're more likely to get involved. Try using creative marketing tactics – such as videos, social media, and infographics – to tell your company's sustainability story and engage customers in the process.
Remember that your customers are the heart of your business, so it's important to engage them in your sustainability journey. Ask them for their input on improving your efforts, and let them know how their feedback is being used.
Sustainability marketing requires a long-term commitment, but the benefits are well worth it. By adopting sustainable marketing practices throughout your organization and engaging customers in the process, you can create a story that inspires change. Not only will this help your business succeed in the present, but it will also pave the way for a more sustainable future.
By embracing the change and taking their efforts to the next level, they can create value for their customers, employees, shareholders, and other key stakeholders. So what are you waiting for? Get started today!