"Benefiting from Sustainability" in a New Age of Marketing

In the last decade, there has been a conscious effort to be more sustainable. In our lives, our jobs, and our communities. As a consumer, do you shop with a purpose in mind?

Consumers are looking for common values that they share with what they buy off the shelf now, sustainability has risen as a priority. Going green could be a great marketing strategy and here’s why:

Investing in sustainability can help build a relationship with the consumer.

The goal of marketing can sometimes be seen as persuasion when there is no value behind what is being promoted. But the company wants to build trust. Authenticity. By having a purpose such as sustainability, the consumer knows that they are not only buying a product but a promise. The promise is a more sustainable way of living whether is it shampoo that come is 100% recycled packaging or a box of markers that donate a portion of their profits to minimize climate change. A large portion of consumers believe that buying specific products is a demonstration of who they are as a person. That means that the person can trust the brand and product to be truthful about what it stands for. Sustainability creates that relationship.

Sustainability can attract a new or specific type of target market.

Saving the planet is becoming core to many new marketers and consumers. Younger audiences are beginning to realize the impact pollution and climate change are having and want to support brands that are fighting against those. Sustainability will change your brand’s narrative. Marketing with sustainable features create a common value shared between you and the consumer. Because of that, they could relate to the product and perhaps choose yours over other companies. This change can lead to someone who was once loyal to a brand to dissociate with it now because of their carbon footprint. Transitioning a company for non-sustainable to sustainable could be an uncomfortable one for marketers, but if it is a success, it can be seen as a major accomplishment in your career. There is no change if you are comfortable and bring in new advertisements to attract a new target market can be super effective.

“If marketing doesn’t change behaviors, what’s that? It’s not marketing.” Phil Korbel, Co-Founder of The Carbon Literacy Project

Government subsidizing.

Making an effort to become more sustainable has financial benefits too. Going green can become costly versus using alternative methods so the government gives sustainable brands compensation because of their positive efforts. These subsides promote environmental well-being and prosperity. It is a way to give back to companies that are giving back to the planet. ?Governments may choose to provide this subsidy in order to boost national and international goals of reducing carbon and other forms of pollution. In return, this gives the nation a stronger standing on the international level in achieving sustainable development goal set into place by the United Nations. Companies are fundamental in creating this space and success for governments.

Companies can achieve world development goals.

The fossil fuel industry is responsible for three fourths of pollution. Making choices and using new types of advertising to protect what is being damaged by pollution is key. There are many marketing creators signing the “Can Marketing Save the Planet” manifesto that acts as a promise to use their skills and resources for the good of the Earth. Another great example of sustainable marketing that has achieved world development is from Patagonia. They ran a campaign is 2011 labeled “Don’t buy this jacket” to combat consumerism. While they produce merchandise that is manufactured for sustainable materials the advertisement went on to discuss how two-thirds of the jacket would be left behind as waste. One big marketing concern has rose from promoting products in this way because they fail to take sustainable action. This is known as greenwashing.

NO business can succeed on an inhabitable planet!

I might be stating the obvious, but the Earth is kind of sort of important. Without it, there is no life and there is no business so investing time and energy into supporting it can’t hurt. The bar is being raised as more brands join the fight for sustainability. Will you be a part of it?

Final thoughts.

Going green can lead to a ton of benefits and great for marketing but one thing that the company cannot forget is to stay true to their word. They must authentically and consistently demonstrate their reasons for being sustainable. Do you think that you will shop more sustainably now? What brands are you seeing on the shelves going green and owning up to their past? Regardless, these efforts are becoming more prominent and doable. If not now when? Sustainability must be prioritized now or we risk future of our next generations.