Sustainability is not just a fad. It’s about preserving our planet and making sure that it will remain a good place to live in for generations to come.
Embracing digital transformation and supporting ESG goals is something that is changing business models, and sooner or later, every company will need to seriously rethink its strategy.
So, what exactly is sustainable marketing? Let’s find out.
What Is Sustainable Marketing?
It’s no secret that a lot of companies do big environmental damage with their destructive business practices.
However, it shouldn’t have to be that way. After all, even the richest person still lives on the same planet that we do.
Corporations can still be profitable and deliver their products/services to clients through sustainable marketing.
“Sustainable marketing is about satisfying the current needs of customers without compromising future generations’ ability to meet their needs.”
– Philip Kotler, Marketing Expert
Why Do Enterprises Need Sustainable Marketing?
A study by Nielsen revealed that over 81% of consumers strongly believe that companies should help improve the environment by incorporating sustainable business practices.
While some companies do exactly that, others are not so keen about truly helping the environment. This is where greenwashing comes into play.
Quite simply, greenwashing is when a company pretends to be environmentally friendly and ecologically responsible, but in reality, it is not.
Thankfully, people are very well-informed nowadays, and, it is extremely easy for such lies to backfire against the company using them.
Many businesses need to realize that being a sustainable enterprise is not a trend that will go away soon. In fact, there is a growing necessity, backed up by growing regulations regarding environmental impact.
Sustainable Marketing Strategy: Key Elements
Design Eco-Friendly Products
Creating eco-friendly products is the first step towards building a more sustainable strategy. This includes using renewable resources, reducing energy consumption during production, and making products that are biodegradable or recyclable.
Take Patagonia, for example. The outdoor clothing and gear company is well-known for its commitment to preserving the environment. They encourage customers to repair or reuse their old products.
In fact, their “Don’t Buy This Jacket” campaign urged people to only purchase a new jacket if they really need it. The long-term results of this campaign were very positive, as it increased overall brand loyalty, brand reputation, and industry leadership of the company.
“Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”
– Yvon Chouinard, Founder of Patagonia
Adopt Energy-Efficient Operations
Take a lesson from green brands. These companies are striving to achieve energy efficiency across all their operations. This includes reducing carbon emissions, minimizing waste, and using renewable energy sources.
Did you know that Google aims to run data centers with entirely carbon-free energy by 2030? For this purpose, they are investing in renewable energy solutions across their global operations.
“Sustainability is a fundamental value for us, and we want to lead by example with operations that not only reduce our environmental impact but also inspire others to do the same.”
– Sundar Pichai, CEO of Google
Use Sustainable Packaging
According to the World Bank, by 2050 we will be generating 3.88 billion tonnes of waste yearly.
Packaging waste is a significant portion of the total, and given that plastic can take from 20 to 500 years to decompose, you can understand how important it is for businesses to use biodegradable materials.
This requires replacing plastic packaging with recyclable, reusable, or compostable materials, as well as, minimizing unnecessary packaging.
A great example of this comes from Lush Cosmetics. The company promotes “naked products”, which are essentially ones that come without packaging. Additionally, they run a recycling program, encouraging customers to return their empty containers.
Lust Cosmetics have also been against animal testing, using 100% recycled plastic packaging since 2008, as well as supporting other noble causes. All of which has earned them the respect, trust, and loyalty of consumers.
“The best marketing doesn’t feel like marketing. When you engage customers with a purpose that aligns with their values, they become brand advocates.”
– Seth Godin, Marketing Expert
Be Honest and Transparent
Sustainable marketing relies on honest and transparent communication. It’s best for businesses to clearly explain what sustainability practices are in place, without exaggerating or greenwashing.
Such transparency and honesty will help build loyalty and trust with customers. Seventh Generation, for instance, have openly shared their goals for reaching net-zero emissions.
They share their annual corporate consciousness report publicly, letting everyone know about their progress.
“Greenwashing can backfire if consumers feel deceived. Transparency about what a company is doing right—and even what it is struggling with—can build more trust.”
– Jacquelyn Ottman, Green Marketing Expert
Create Value and Build Long-Term Engagement
The main focuses of your sustainability marketing efforts should be two: creating long-term value for your customers and building strong relationships with them.
Take a look at IKEA. They have committed to using 100% renewable and recycled materials in their products by 2030.
While this promise is beneficial from an environmental aspect, it is also good for the company itself, as it positions IKEA as a forward-thinking organization and innovator.
“We are committed to making sustainable living affordable and accessible for everyone. It’s not only good for the planet, but it also makes business sense in the long run.”
– Jesper Brodin, former CEO of IKEA
What Are the Benefits of Sustainable Marketing?
As we mentioned before, sustainability not only helps our Planet, but it can also help your business prosper. Here are some of the main benefits for enterprises:
- Better Image and Reputation. Supporting environmental causes will boost your reputation, and build your image as a responsible business. This will only bring you positives.
- Increased Brand Loyalty. Customers support conscious businesses, so this is an excellent way to increase brand loyalty. Create stronger emotional connections with your clients, and you will win their trust and loyalty for a long time.
- More Investors and Partnerships. Investors and business partners are now paying more attention to environmental, social, and governance (ESG) metrics. Therefore, sustainable enterprises should be able to find partnerships and investors more easily.
- Efficiency in Operations. Cost efficiency and optimization often go hand in hand with sustainable marketing practices, reducing expenses in the long run.
- Regulatory Compliance. Governments around the world are implementing regulations regarding environmental protection and corporate responsibility. Enterprises that proactively adopt sustainable marketing strategies will be able to stay ahead of regulations and mitigate the risk of non-compliance.
- Higher Employee Satisfaction. Companies that follow sustainable business practices are more attractive to top talent. This is especially valid for Millennials and Gen Z, who are more likely to work for organizations that reflect these values.
Target Audiences for Sustainable Marketing
1. Millennials and Gen Z
According to their psychographic profile, Millennials and Gen Z (ages: 18 to 40) often value experiences over material possessions. They are also concerned about the environment and are early adopters of eco-friendly products.
In terms of brand interactions, Millennials and Gen Z consumers prefer authentic and honest companies that have clear values. Typically, researching before buying, Gen Z and Millennials are also willing to pay more for sustainable products.
Since they don’t trust traditional advertising that much, the most viable option is to target them on social media and through influencer partnerships.
A good approach would be to use storytelling to create an emotional connection with them and emphasize the benefits of your sustainable practices.
2. LOHAS Customers
Lifestyles of Health and Sustainability (LOHAS) customers have a holistic approach when it comes to health, wellness, and environmental responsibility. They value renewable energy, organic products, alternative medicine, and eco-tourism.
These are the people that don’t mind paying more for products, as long as they are sustainable and healthy. As early adopters of green technologies, you can impress this target group by providing detailed information about the ingredients you use, and the manufacturing processes.
You can also build trust by showcasing certifications and third-party validations, and emphasizing the health and environmental benefits of your products.
Keep in mind that this target group is quite often influential in their own social groups. On top of that, they are very loyal to brands that demonstrate their commitment to sustainability, so if you manage to gain their trust, they will be long-term customers.
3. Corporate Buyers
Another important target audience to market your sustainable products to is the corporate buyers. This group prioritizes cost-efficiency, reputation management, and regulatory compliance.
Furthermore, they are often under pressure to meet their sustainability targets while maintaining a pragmatic approach. They prefer long-term partnerships that can balance stakeholder interests.
The key characteristics of corporate buyers are that they are decision-makers in mid to large organizations, and want to find a solution that offers the benefits of sustainability and the advantages of businesses.
They highly value measurable results and clear ROI, so a good approach would be to publish relevant case studies and provide solutions that address multiple sustainability challenges.
Emphasize how the sustainable practices and products you offer can enhance their brand reputation and mitigate risks.
At DevriX, we are no strangers to developing environmentally friendly business models. In just 30 days, we’ve managed to successfully build a lead funnel for a solar business.
4. Eco-Friendly Investors
This group is interested in positive financial returns combined with a good environmental impact. These people are both financially savvy and environmentally conscious, so in order to appeal to them, you must offer data-driven projections of both financial and environmental returns.
Eco-friendly investors want to see detailed ESG reports and transparent, measurable impact metrics.
You probably won’t be able to grab their attention on social media, although that shouldn’t stop you from providing long-form reports and honest explanations on how your products and services can ensure both sustainability and profits.
Common Challenges for Implementing Sustainable Marketing
Initial Costs
Truth be told, the journey toward sustainability is often a significant upfront investment. This can throw off a lot of companies, especially smaller ones that have tight budgets.
Add the uncertainty surrounding ROIs, and the pressure from shareholders regarding short-term profitability, and you can see why so many businesses might be reluctant to invest in sustainable marketing practices.
Still, not all hope is lost. In order to solve these issues, you need to first conduct a thorough analysis of the costs and benefits, including long-term savings for your business. Then, you should try to make changes, step by step, so you can spread out the costs.
Look for potential partnerships or grants to offset initial investments, and dedicate efforts to educating stakeholders on the long-term value that sustainability will bring.
Resistance to Change
When it comes to internal changes in your company culture, you might need to overcome some obstacles.
For example, some individuals might be hesitant to change the way they do things. Some might fear losing their job, or simply fail to understand the importance of sustainability.
This is why it’s very important to create a clear picture of how your company will enact these changes. Develop a strategy that includes education programs, training, employee engagement, and a demonstration of how leadership is committed to sustainable practices.
Lack of Expertise or Resources
A lot of companies do not have the required knowledge, expertise, or resources to effectively implement and manage sustainable marketing initiatives.
In this case, it’s best to trust the services of a digital marketing agency with a proven track record of working with sustainability businesses, like DevriX.
Balance Priorities
Being committed to sustainability doesn’t mean that you should neglect all your other business priorities. In fact, balancing important business objectives is key, although sometimes that’s easier said than done.
One of the biggest challenges is being able to withstand the pressure of meeting short-term financial targets and the perceived uncertainty that goes with the trade-offs between sustainability and profitability when in reality both can work together.
This needs to be very well demonstrated, though, and aligned with other important KPIs. Think about how sustainability can drive innovation and create new business opportunities, as well as, enhance long-term business resilience.
How Can DevriX Help You Achieve Sustainable Marketing Results?
Do you still need to be convinced about the benefits of embracing sustainable marketing for your enterprise? Are you looking to embrace sustainability marketing yourself, but you need help with how to do it?
Successfully implementing sustainability practices requires companies to be flexible and have a powerful digital presence. This is where DevriX, a leading B2B digital marketing agency, excels.
We specialize in optimizing websites for search engines, enhancing their authority, and increasing traffic. DevriX can help businesses to effectively integrate sustainability into their digital marketing strategy.
With our expert marketing solutions, companies can be confident their online presence is not only eco-friendly but also optimized for growth, engagement, and conversion.
Team DevriX
This article is crafted by DevriX's seasoned marketing team, boasting over four decades of collective expertise in crafting sophisticated marketing funnels, devising comprehensive content frameworks and pillars, implementing engaging email campaigns, and creating impactful social media content designed for scalability.
Our marketing experts specialize in the complete spectrum of inbound marketing strategies. As an accredited HubSpot Agency Partner and a Semrush Partner, we engage in meticulous research, blending our extensive experience with the unique insights of our highly skilled team.
We set benchmarks in content creation by incorporating cutting-edge marketing trends, leveraging in-depth industry research, and utilizing state-of-the-art AI tools for data segmentation and captivating content hooks. Our proficiency extends across a diverse range of sectors, including working with SMEs, Fortune 1000 companies, global B2B brands, major publishing entities, WooCommerce platforms, business directories, and affiliate networks.
