“The best marketing doesn’t just sell a product; it sells a better future for our planet.”

With climate change becoming a global issue, consumers now actually care about the environment. A survey conducted in 2021 shows that 89% of consumers expect companies to reduce their carbon footprint. Another survey conducted by IBM shows that 57% of buyers are willing to switch to a different brand if it offers better sustainability.

People want to do their part to help the environment and the easiest way to do this is by changing their buying habits. 

And with 82% of shoppers wanting a brand’s values to align with their own according to research by Google Cloud, this means a whole new marketing tactic for you.

Enter sustainable marketing!

So, how exactly do you become sustainable? What benefits does it bring? We have discussed that and much more in the following sections.

So, get ready to go green!

What is sustainable marketing?

The pandemic got people thinking about their priorities, and reflecting on issues like equity, community service, and sustainability.

Source: Google Cloud

And this is where sustainable marketing steps in.

Organizations need to think about how their business choices affect the environment and society. At its core, sustainable marketing aims to solve major social and ecological problems. 

Thus, sustainable marketing is an approach where businesses promote products, services, and practices that are environmentally and socially responsible. 

And why is sustainable marketing important?

Let’s look at the numbers.

Sustainable marketing can be a powerful tool to promote socially and environmentally responsible products, services and brand values. 

Moving on, let’s take a look at some of the top sustainable marketing strategies.

Sustainable marketing strategies

We all care about our environment. And other companies are taking steps to show that they do too. Thus, if you fail to take steps to address major environmental issues and only think about pushing your products, that’s a huge red flag in the eyes of your consumers.

If you want your brand to appeal to an audience that is more environmentally aware than ever, you need to have a solid sustainable marketing strategy in place. In addition to boosting sales, you can take satisfaction in the positive contribution you’re making to the environment.

Below are some sustainable marketing strategies for you to implement in 2023.

1. Dedicate your brand to an environmental or social cause

It’s 2023 and our society isn’t exactly perfect. There are a ton of environmental or social issues that need to be addressed. As a brand owner, you should work towards committing to a larger purpose, beyond your own interests. 

For example, the shoe wear brand Allbirds utilizes natural, renewable, and eco-friendly materials in the production of its products, showcasing a strong dedication to environmental conservation and sustainability.

2. Have a long term plan

Social and environmental problems are vast and require addressing on a longer timescale than what short-term seasonal promotions can accommodate. 

Even your consumers know that bringing about a sudden change is impossible. Thus, you require a goal that focuses on making significant and lasting changes over a long period.

For example, the brand Lego announced in 2018 that by 2023 it will make the production of its bricks fully sustainable.

Having a long-term sustainability goal tells your audience that you are serious about your efforts and are willing to make a difference.

3. Educate your consumers

Preach what you practice. 

It can pay to educate your consumers about making sustainable choices when it comes to choosing products and brands. You can explain why your brand is taking a stand against certain practices, and how you are solving that problem.

When companies teach their customers about what they stand for and what they want to achieve, it can make customers more interested and loyal to them.

For example, the skincare brand, The Body Shop, tries to educate their customers about the harmful effects of plastic and how using recycled packaging materials contributes to a better future.

Teaching customers about environmental and social issues can also boost sales as they become more informed.

4. Be consistent in your efforts

Mcdonalds landed in a soup with their inconsistent marketing strategy. They replaced their plastic straws with paper ones, stating that they could be recycled. Nevertheless, it was later discovered that the paper straws were too bulky for recycling.

The story was picked by major presses including BBC which tarnished their brand image.

Thus, a consistent sustainability marketing plan is crucial because it builds trust and maintains accountability. It also ensures a long-lasting positive impact on sustainability efforts, even when faced with challenges like non-recyclable materials.

5. Go local

The Indian coffee brand Araku is a classic example of how a company sources local ingredients, strengthens the local economy, and at the same time gives back to the environment.

Araku Coffee helped nearby farmers by showing them how to grow coffee better and by giving them things like natural fertilizer. They also set a price for the coffee before each season and paid the farmers their wages in advance.

Araku Coffee is now a global gourmet coffee brand and is setting an example for others its sustainable farming practices and commitment to supporting local communities.

Benefits of a sustainable marketing strategy

In today’s times, sustainability is more than just a buzzword. It’s a necessity for companies of all sizes. Because of this, many companies are doing things that are good for the environment and promoting their eco-friendly practices to make more people notice them and attract customers who care about being kind to the planet.

Source: Inc.com

Some advantages of sustainable marketing are illustrated below.

1. Improved brand image

You love the planet. Consumers love you. It’s a win-win for all. 

People are more likely to like and buy from companies that show they really care about the Earth. When you use eco-friendly ways of doing things and tell people about it in your brand, it tells them you’re trying to be kind to the planet, and they like that.

For example, the brand Burt’s Bees is one of the top skincare brand in the USA due to their natural products and their love for the environment.

2. Increased sales

Earthly love pays back.

Having a strong branding that focuses on sustainability can help you drive more sales. If you use eco-friendly stuff and talk about it in your brand, you can get the attention of people who care about the Earth. This makes you different from other companies that aren’t thinking much about being eco-friendly.

For example, have a look at the apparel brand Patagonia’s homepage.

The clothing brand has dedicated itself to saving our planet, which is the reason they had a turnover of $1 Billion in sales over the last three years. 

3. Helps cut costs

Being sustainable doesn’t only help the planet; it can also boost your profits. When you use less, save energy, and do eco-friendly things, you can spend less money and work more efficiently.

Take the example of Plum beauty. 

They implemented a recycling program where customers can return their empty jars, bottles, etc., which contributes to lesser waste, and also significantly cuts down the company’s manufacturing costs.

4. Attract more talent

Your sustainable marketing can attract you top-tier talent. Here’s what a recent market report had to state.

When you showcase sustainability in your branding, it shows potential workers that you’re a good company that cares about more than just making money. This can make really good employees want to work for you and make fewer employees want to leave, reducing your employee turnover too.

Final thoughts

The business world is evolving, and so must our marketing approach. 

Sustainable marketing isn’t just a trend; it’s a fundamental shift towards a more responsible and ethical way of doing business. 

As we’ve explored throughout this blog, eco-friendly practices not only align with the values of an increasingly conscious consumer base but also offer tangible benefits for your bottom line.

Interested in having us develop a powerful, sustainable marketing strategy that can do wonders for your brand? Get in touch with us now.