Examples of leading companies that are taking the initiave to make our world a better and more sustainable place.
Putting a sustainable twist on marketing has become increasingly popular for companies wanting to stand out in competitive markets. With more and more people becoming aware of how drastic humans’ environmental impact on the planet can be, taking a sustainable approach in business appears to be a step to success.
What is Sustainability?
Sustainability is a policy adopted by those wanting to take a kinder approach to our planet as a whole. It is usually conceived of environmental, economic, and social factors, with the idea that we can meet our personal needs without compromising the needs belonging to future generations.
Sustainability is vital to the management and improvement of our planet. It is claimed that we can’t maintain our ecosystem or continue to operate normally in the future if sustainable approaches are not taken. If harmful processes continue to run, our world may run out of precious, non-renewable fossil fuels, animal species will die out, and our surrounding atmosphere could become damaged beyond repair.
What Actions Are Companies Taking?
As sustainability continues to rise in popularity, many companies, including large global corporations, have started to adopt sustainable actions with the hope of attracting an even wider customer base. These actions include environmental goals, climate pledges, and social responsibility initiatives. Let’s take a look at what a few successful companies are doing.
By incorporating environmentally friendly practices into a brand, a company can be injected with value and meaning.
As an impeccably thriving company, Apple has taken the lead in sustainability, committing to being wholly 100% carbon neutral in the business approach by 2030. This includes supply chain management along with their products’ life cycles. Apple has also pledged to construct a recycling robot to improve the dismantling of Apple technology, aiming to recover precious earth materials. These materials are then expected to be reused in other technologies, giving them a longer life cycle.
As an American favorite, Target has shops scattered around the country, making its impact quite extensive. Along with their commitment to carbon emissions reduction, this business has also ensured that their supply chain and shops have decreased their landfill waste with recycling programs. Target also aims to use solar energy, installing solar panels across a whopping 500 of their shops in 2020. This vastly improved the company’s energy efficiency.
Ben & Jerry’s
As a popular brand, Ben & Jerry’s is well-known for taking action in an environmental sense. The company has paid attention to their packaging to make sure that materials used in the ice cream tubs, such as paperboard, originate from environmentally friendly sources. They also embarked on an ambitious mission to get rid of single-use plastics from all their products.
By launching a Climate Pledge Fund, Amazon strives to invest in businesses that make services, products, and technology to essentially decarbonize our planet. This impressive fund will help the companies – as well as Amazon itself – to meet The Climate Pledge. This is an initiative that aims to be net-zero carbon by the year 2040.
Toms’ eco-friendly shoes are constructed with the environment in mind. By aiming to expand its Earthwise range, Toms hopes to increase both its B Corp score and its utilization of sustainable cotton. The company hopes to source 100% sustainable cotton by the coming year of 2025. This isn’t all: Toms ensures that its packaging is made with 80% recycled materials and aims to be even greener in the coming future. Further still, the packaging is sourced from sustainably managed forests, supporting biodiversity. Toms’ progress is constantly measured to ensure that they are on the right track in meeting their carbon footprint reduction targets.
The Marketing Importance of Sustainable Actions
With bold approaches taken by bold companies, it is obvious that sustainability can make a colossal difference to any marketing campaign. By incorporating environmentally friendly practices into a brand, a company can be injected with value and meaning.
This can make a brand incredibly attractive, offering customers a reason to buy into a company’s products over less-sustainable competitors. Global companies can have a huge difference on our planet, with hundreds of shops worldwide potentially releasing devastating amounts of carbon emissions into our atmosphere. With the choice to make a huge difference to our world positively, using sustainability as a marketing differentiator can certainly make companies stand out.