Sustainable Marketing: What Is It And How To Use It?

What is Sustainable Marketing?

Sustainable marketing is the promotion of environmental and socially responsible products, practices, and brand values. If you’ve ever spent a little bit more on something because you know it was locally sourced or 100% recyclable, you’ve experienced sustainable marketing.

In general, sustainability is about continuity– companies that use sustainable marketing value behaviors and practices that make for an inhabitable planet that preserves resources for future generations. Sustainable products meet the needs of this generation as well as the next. Sustainable marketing applies the concept of sustainability to your brand’s products, image, and digital strategy.

Customers these days expect more than good products and services. They expect companies to take responsibility and accountability for social and environmental issues.

Five core principles of Sustainable Marketing:

Consumer-oriented marketing

Consumer-oriented marketing is when a company views its marketing strategy through the consumer’s eyes.

Customer value marketing

Customer value marketing focuses on consistently improving the value added to the offering. The more value a company brings to the customer, the more value the customer brings the company in return.

Innovative marketing

Innovative marketing is the process of prioritizing innovation so that the company’s products, services, and marketing strategies are constantly improving.

Sense-of-mission marketing

When you integrate sense-of-mission marketing, your messaging supports a mission that resonates with your target audience. When you adopt a  broad mission, your company catches the long-term interests of your customers and has a clear direction to follow– one that brings together all of your product marketing efforts.

Societal marketing

Societal marketing is a concept that combines customer wants, company needs, and the customer and society’s long-term interests to guide a company’s decision-making. Companies that use this approach use societal issues as marketing opportunities.

Adhering to these principles in your sustainable marketing ensures you’re not only benefiting the environment– you’re gaining a competitive edge for your brand, too. A strong sustainable marketing strategy breeds company innovation and customer loyalty.

TIPS AND TRICKS FOR SUSTAINABLE MARKETING

CAREFULLY CHOOSE YOUR PLATFORMS AND MATERIALS

This is especially important for traditional media companies. If you are considering sending out pamphlets, look for alternatives. Using lots of paper hurts the environment so consider alternatives like radio ads or calling the places you would send those pamphlets. If pamphlets are your only option, look for the most eco-friendly paper and printer.

This tip also applies to digital platforms and tools. When you pay a company to run your ad on their platform or purchase a subscription to a tool, you are supporting their practices, whether or not they align with your values. Before you make any choices, look into the companies values and environmental impact.

REUSE WHAT YOU CAN

When thinking about marketing, remember the phrase “reduce, reuse, recycle”. It may seem odd to apply this to marketing, but you actually can. Let’s break it down.

• Reduce. Don’t create or use unnecessary things. For example, if you are making a sample flyer, only make a few to reduce waste.
• Reuse. No matter what industry you are in, it’s important to try and reuse what you can. If you have a booth at an event, don’t throw away your materials after, save them and maybe one day you will be able to reuse them.
• Recycle. Use recycled materials! When you take notes, take them on recycled paper if you prefer pens over keyboards. Traditional marketing materials can be made using recycled materials. Consumers will appreciate your efforts.

WORK WITH SUSTAINABLE CLIENTS

Similar to tip number one, try to work with companies whose mission and vision for a better planet align with yours. When you market a product or company, you need to believe in their work. Part of supporting their work is believing in their values. Selling something that has a positive impact on the planet is a part of sustainable marketing.

INVEST IN ENVIRONMENTALLY FRIENDLY TECH

There are many eco-friendly tech options out there. Green-tech products can help support the tools you need to use to do your work. For example, digital marketers need power for their computers. There are many affordable solar options available that you can use to help power your computer.