The Dos and Don’ts of Sustainable Marketing
As we know, everything changes – including the business landscape in which we live. Back in the day, most companies and businesses used to focus primarily on offering the best prices that customers could get. This way, they knew they would be able to attract people looking to get deals and save money. But, the market doesn’t move like that anymore.
With the growth in different industries, the objective became finding the right mix of great prices and effective customer service. The premise was that customers would have no problem with paying high prices if it meant getting quality service for their money. That trend remains relevant, but it is gradually giving way to another – sustainability.
Individuals and companies now clearly understand that their choices and actions have effects on the environment and the planet. We understand that the planet is finite, and so are its resources. The decisions we make today will affect the future – if not for us, then for future generations coming after.
With that in mind, everyone is looking into how best to incorporate sustainability marketing. Below, we have some important steps to keep in mind if you’ve decided to ride the sustainability wave as well:
Start Now!
The first thing you need to do is to choose to start now. Sustainability marketing is a great way to transform your marketing campaign so that it achieves two things – grows your customer base and helps the environment. We already established that the clock is ticking, so the best time for you to start with sustainability marketing is now.
You also need to be deliberate about it. Have a mission and communicate it across the organization. So, everyone knows what they’re doing and how they can play a part in making you fully sustainable.
So, instead of just mentioning sustainability on your website, make an effort to actually incorporate it into what you do.
Don’t Use Leaflets
Beyond the fact that they’re already outdated, leaflets have a significant toll on the environment.
To be fair, using fliers and leaflets can sometimes be effective – especially if your service is a printed one. But, as much as you possibly can, adopt the digital channels available to you instead.
If you use printed offerings, convert them to digital form. You can send the printed versions to a few customers, then send the digital ones to the others. Soon enough, you’ll be able to move fully digital.
Think about the number of times you get mass leaflets and magazine prints in your mailbox. Do you read them? Do you use them for anything? No, you don’t.
Everything is virtually online these days anyway. Why are you focusing on print?
Work With Green Suppliers
These days, it’s not just enough to go green. You also need to establish proper relationships to ensure that everything you work with is green. Several companies have been put in trouble because they worked with suppliers and manufacturers whose processes didn’t contribute to sustainability.
Even companies whose entire operation played on the sustainability angle have been caught working with suppliers who haven’t been so savory. On the flip side, some suppliers who are focusing on sustainability have decided not to work with companies that don’t share their views on environmental sustainability.
When you are known for only working and focusing on sustainability, it becomes much easier to market yourself and grow from there.
Don’t Put Yourself in Debt
Working towards sustainability isn’t easy. It remains a nascent space, and it will take a significant investment for you to get things right entirely.
So, in your best interest, take it slow. Even fans of sustainability understand that it isn’t a sprint. You have to do a lot to ensure that your marketing efforts are sustainable, and you can start small. As long as you continue down that line and make progress over time, you should be more than fine.
Get Your Customers Involved
When it comes to company initiatives, one of the best ways to achieve success is to involve your customers. Since it’s marketing, it doesn’t make much sense for you to engage if your customers don’t know about it.
So, why not work with them to get your sustainability objective off the ground? Build proper initiatives and ensure that your customers also have a chance to be a part of it. This way, they see what you’re doing and can also participate. Those of them who are focused on sustainability will be more comfortable doing business with you, and they will be eager to share details about you and what you do as well.
Don’t Greenwash
A lot of companies understand the move towards sustainability that is so prominent these days, and they want to cash in. So, they do their best to simply meet the minimum standard and boast about their sustainability efforts.
This is greenwashing.
The problem with greenwashing isn’t that it doesn’t work. It’s the backlash that comes when you eventually get found out. Companies that engage in greenwashing have been found to be polluting in some areas while maintaining the facade of being green in other areas that have closer monitoring standards.
If you’re looking to avoid a scandal at a later date, be honest with your efforts. Customers are more likely to stick with you if they see the progress you make with sustainability over time. You don’t need to lie or fabricate results just because you want some people to believe you. Be genuine, and you’ll see the benefits play out.
