Check google trends and you’ll see that the word sustainability has been on a steady rise.

In 2002, the World Summit on Sustainable Development was held in South Africa and in 2015, the 2030 Agenda for Sustainable Development was adopted by all United Nations Member States. Since then, the focus on sustainability has rippled into every corner of life, including business, as brands are increasingly held accountable for their environmental and social impact.

Business is become more and more consumer and value-driven rather than sales-driven. Brands are working towards sustainability goals in an effort to realign the products and services they provide to reflect their values and those of a more conscious consumer base. This new awareness also calls for a new approach to marketing, one grounded not just in economic feasibility, but also in environmental protection and social wellness.

This pandemic left us with almost no choice but to stay at home, work from home, and learn at home. With it came a heightened awareness of our environment, an increased focus on community, and a desire for transformation. It also meant our lives moved increasingly online.

E-commerce brands are used to navigating this space, reaching customers through digital marketing efforts and serving them through online platforms. But now we see other kinds of businesses hopping on board, as they extend their brands into online stores and hold virtual launches. In this era of more determined support for social and environmental concerns, the time has come for a marketing approach that is not only more digitally focused, but more authentic, more holistic, and more sustainable.

Hop Online

Word of mouth has long been a valuable marketing asset, but as with everything, it’s evolved. Word now spreads online, too, and if you don’t have social media pages, a blog, or a newsletter (or are neglecting them), this year is the time to make sure they’re up to scratch. They’re great tools for communicating with customers, and informing them of new offers, discounts, and sales. It’s also a great place to reflect your brand values and sustainable practices, thus resonating with consumers and building brand loyalty and trust.

However, as e-commerce gains traction, so does its environmental impact. Sustainable marketing includes environmental protection and it’s important for individuals as well as brands to practice what they preach, ensuring best sustainable practices in every area of life and business.

Make Zero Hero

With the United States rejoining the Paris Agreement this year, combating climate change will continue to be a large environmental focus. What can you do to help combat climate change? Make zero the hero this year by producing less waste and fewer emissions. It can be as simple as carpooling, investing in a reusable bottle, avoiding takeaway (with its paraphernalia of packaging and single-use items), or even continuing to work from home to avoid extra unnecessary travel.

If your business ships around products wrapped in packaging, a zero-waste policy isn’t going to be easy. But studies show that more consumers want eco-friendly packaging. If your brand uses a lot of packaging, find sustainable alternatives. The transport involved with shipping also increases your carbon footprint. Take part in a carbon offset program and be clear about your products in your descriptions to avoid unnecessary returns. Be transparent with your customers about the impact your business is having environmentally and what changes you’re implementing to combat it. Maybe they have the answers. User-driven content is a great tool, so take it to the next level and generate user-driven solutions.  

Protect the People

Social awareness and action are just as integral to a sustainable marketing approach. The rise of the Black Lives Matter movement, the push against gender-based violence, and the support of indigenous rights have come to the forefront in recent years. To ignore these conversations is to be tone-deaf to the social climate, perpetuating the issues we face as a society. Increase social awareness and take action with your own brand or business. Use local suppliers. Donate to a BLM or LGBTQ+ organisation. Get involved with your community and look after your staff.

Generation Next

The United Nations Brundtland Commission defined sustainability as “meeting the needs of the present without compromising the ability of future generations to meet their own needs”. Millennials and Generation Z already have influence and spending power. Chances are you’re a millennial or a Zoomer too, which means you’re speaking to people of your generation. Next in line is Generation Alpha – a generation born in this century and growing up with a pandemic. In a world keeping them socially distanced and online, it’ll be interesting to see how the outlooks, values and lifestyles of this generation develop.

Whatever plans you make for 2023, you need to look beyond ‘business-as-usual.’ Sustainable marketing is about long-term, future-proof initiatives. Make investments that will reflect your values, demonstrate your commitment, promise quality, and ensure longevity. It will not only help you attain customers but retain them too. Maybe you’re a small brand and feel that your changes and practices won’t make a difference towards environmental and social change. But put all those small changes together and they become a new wave that can make a real difference.

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For more information on how to add value to your sustainable marketing strategy, get in touch with a member of our team today. We would love to hear from you!

Sustainability is much more than a recent buzzword – it is not only our collective effort to make the planet greener for future generations but also a differentiating factor for conscious consumers when choosing brands.

Customers are increasingly drawn to brands that create products or services with higher quality and offer a lower impact on the environment. Even if a business doesn’t strive to become sustainable because of its own concerns about its environmental footprint, brands have realised it’s worth doing so for consumers who are increasingly environmentally conscious.

To help your brand become more sustainable, we’ve put together some easy yet impactful ways to reduce your business’s environmental footprint.

1. Go paperless

Most businesses already rely heavily on electronics – why not use them to their full potential? Stop cutting down trees for paper and digitalize wherever you can.

2. Source locally

Especially if you rely on a lot of different suppliers, it’s important to ensure they’re upholding your sustainability standards. One of the best ways to do so, while also reducing your carbon footprint, is to source the materials you need locally.

3. Switch to renewable power

The availability of renewable energy will vary by region, but it’s a good idea to switch to renewable suppliers (or invest in solutions such as solar panels) for your offices or stores, to reduce the carbon footprint of your business and support the local economy.

4. Explore green marketing options

Marketing activities can have a very negative impact on the environment – switch to green marketing to reduce it. Instead of leaflets, use digital means and improve your targeting.

5. Create sustainable merchandise

Are you using promotional pens, lanyards or other merchandise to promote your brand? Why not switch to more sustainable options instead? Branded reusable shopping bags, travel coffee cups or reusable cutlery can also help your customers lead a more sustainable lifestyle, making them more likely to be used regularly.

6. Conduct a waste audit

Keep track of all the waste your business is creating for a month. This may seem like too much hassle, but it will help you identify where you’re creating unnecessary waste. Later, you can easily address these areas and save both money and the environment.

7. Reduce the carbon footprint of your website

We rarely think about what impact our website has on the environment – when every high-resolution image or piece of video on your website adds to it. Minimalism is the way to go, both aesthetically and impact-wise.

8. Install water-saving solutions

One of the simplest ways to build a more sustainable brand is to install water-saving taps (or inexpensive tap extensions) and toilets in your facilities. This also helps reduce your bills, making it a double win!

9. Recycle electronics

As we mentioned before, your business likely already relies on electronics. Aside from using them efficiently and maintaining them, it’s also very important to dispose of them responsibly. If the electronics are still in a fairly good condition, donate them to schools, libraries or charities. If they’re not, make sure you’re recycling them!

10. Avoid greenwashing

Lastly, as sustainability is becoming an important differentiating factor for prospective consumers, businesses are not always entirely authentic about their green practices, in the hope of gaining a sustainable brand image without actually doing the work. However, greenwashing is likely to be revealed at some point or another, so save yourself the reputational damage and avoid being deceitful about your environmental performance at all costs.

Making your business more sustainable is as easy as taking these simple steps. Depending on which industry you operate in, some of these may be more important to your final footprint than others – so it’s a good idea to tackle these first. We hope these tips will help you on your journey towards a more sustainable way of doing business.

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For more information on how our marketing services could add value to your purpose-driven business, please schedule a discovery call free of charge with a member of our team, we would love to hear from you.