Sustainable Marketing: A Passing Trend or a Necessity?
Years of working in lifestyle media have made me view trends with suspicion. Observing events in this sector on the domestic and regional fronts, I've noticed that what garners attention and sparks conversations is often the bizarre and unconventional.
The more outlandish and eccentric, the greater the popularity.
However, amidst trending stories, there are also those that, despite carrying a positive message, evoke discomfort and distrust among end users. It feels as if they are there just for the sake of being there, lacking a sincere purpose and genuine desire to bring about change. You just sense it.
Sustainability, especially in marketing, raises red flags among the skeptical. Given that marketing is one of the least trusted industries, the topic of sustainability only amplifies the skepticism, with many convinced that this combination cannot possibly have altruistic intentions but is solely profit-driven.
Not the most flattering premise, is it? Yet, if our intentions are truly noble, it is worth championing what we believe in and striving to make the world a better place to live, as much as we can. I know, it sounds like a cliché, but as you realize with experience and time, clichés often hold profound truths.
Sustainable marketing transcends the narrow confines of green marketing, which predominantly revolves around environmental concerns. It advocates for a much broader spectrum of socially responsible practices, products, and services, encompassing a range of crucial social and economic issues. This is precisely why brands that are inherently eco-friendly and can easily develop and implement sustainable strategies, as well as brands that may not be inherently eco-friendly but can find ways to promote their sustainable mission over their products and services, hold equal value.
Despite the negative connotation associated with the word "trend," there is reason for optimism. A 2020 survey conducted by the IBM Institute for Business Value on consumer behavior revealed that many consumers are indeed willing to alter their spending habits in favor of environmental protection. Alongside this change in consumer attitudes is a heightened awareness and careful scrutiny of actions initiated by brands with environmental protection goals. Two years later, this sentiment remains strong—people care. While it's often asserted that Generation Z appreciates brands with added value, they are joined by millennials, who currently constitute the most significant and influential consumer group, boasting a spending power of a whopping 2.45 trillion dollars. Millennials prioritize where they invest their money and are willing to pay more for products or services from brands that align with their values.
The issue that resonates most profoundly with both generations is climate change. While Generation Z places paramount importance on a brand's environmental impact, millennials pay closer attention to ethical production practices. If brands genuinely engage with these issues, it's possible to rebuild trust and foster loyalty among both existing and new consumers.
What would a sustainable marketing strategy look like for brands that want to go down this path?
First of all, find your “higher purpose”. Speaking the language of sustainability, it is necessary to promote something bigger than the product or service itself. What is your brand mission? Why does it exist? Consider where your brand and you can really contribute and make a difference.
Focus on your users – understand their needs, attitudes, and behavioral and spending habits. Do not underestimate them and communicate with them honestly and transparently. Make sure that what you say is always supported by facts and evidence.
Related to the previous point, keep your communication authentic and consistent. Sustainability should breathe through every aspect of the brand, and keep in mind that it's extremely easy for anyone to see when something is fake. You don't have to be perfect, but it's important to be honest. Promote your progress, no matter how small. Be an example of good practice. Don't be a part of greenwashing - sometimes it may be better to do nothing than to do it wrong and dishonestly. Probably the most difficult but also the most important part of sustainable marketing is to put brand value that users will identify and connect with above profit. In the long term, you won't lose anything by fostering sustainability; on the contrary, but that's why it's important to focus on the "long-term" and not on a solution that will instantly solve a problem that has existed for decades.
Find the context most applicable to your brand. Clearly define the goals, but also the ways on the basis of which you will monitor and measure their achievement. Your plan should be long-term, consistent, and accountable. And don't forget that you should not only communicate your strategy to your users but also to your employees and partners.
There will be challenges. Although awareness is growing precisely because sustainability is somehow considered a trend, there is still a lack of understanding of its essential importance, as well as the benefits it can bring.
This is precisely why the reluctance of brands to embark on this "adventure" is noticeable due to fear of a mistake that could damage their reputation - the topic is still too sensitive for there to be no danger of an unwanted outcome.
At the end of the day, the financial aspect is probably the key when deciding which side to go with. Before a brand sets its sustainable goals, it should test how realistic they are. There is also the challenge of maintaining the quality of products and services after switching to their more sustainable variant. In addition, it is important to remember that consumers are willing to pay more for what they believe in, but there is a big difference between organic and premium products.
There are many brands, both small and large, that are geared towards more responsible business. Thinx is an underwear brand that aims to find sustainable solutions for menstruation. The Kind Socks brand, although it seems contradictory, encourages its consumers to buy less by asking themselves if they really need what they want. The Satya+Sage candle brand educates its customers on how they can use the packaging after the candle is used up. Starbucks uses solar energy, while IKEA tries to use renewable energy sources in its production and reduce the use of plastic. Apple has created devices from 100% recycled aluminum, and Lego has been working towards the goal of making all their bricks fully sustainable by 2030 for four years.
This topic, at the end of the day, is not just a matter of marketing, but of the entire system. And while we look at sustainability as a more or less near future, we should remember the statement of marketing leader Philip Kotler - sustainable marketing is a concept that deals with the needs of current generations but in such a way as not to jeopardize the needs of future ones. So, if you were wondering when is the right time, the answer is - now.
For Marketing mreža website text written by: Ivana Tomić, Smartpoint Adria Brand Specialist
Photo: Unsplash