The Future of Sustainable Marketing

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.

SHARE

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!