How to Talk About Sustainability as a Marketer

Sustainability is becoming more attractive to the everyday consumer due to an increased awareness of environmental issues. Hence, why companies are pushing to reduce their carbon footprint, hoping to appeal to the masses with their ethical practices. Not only that, but businesses are finding purpose in providing sustainable solutions for consumers and the planet and incorporating sustainability practices in every aspect of their operations -- including their marketing.

This type of marketing reflects and promotes your company’s eco-friendly practices, products, and brand values, giving it an edge over others. So, how can you promote sustainability as a marketer?

Make your targets long term

With environmental issues usually being incredibly overwhelming and difficult to tackle in short periods, your targets should be set out within a large time frame. Customers will be aware that immediate climate action is nearly impossible, so having a long-term aim will be more realistic and believable in your marketing strategy.

‍

Try to be specific in communications

While one aspect of your product or service might be sustainable, other parts might not be. You will be putting your company at risk if you oversell the extent of your sustainable practices. Therefore, you need to communicate what your brand is doing today that contributes to the sustainability movement and your commitment to being part of it.

Having sustainable practices is one thing, but they can lose their value if delivered in an unsustainable way.

Weave sustainability into your company’s identity

Integrating sustainable practices into the whole of your company rather than just in a particular aspect will make your brand more trustworthy as a whole. This purpose will drive your company forwards and make your best practices more meaningful.

‍

Deliver your message in an environmentally friendly way

As a marketer, you need to be aware that marketing itself can have a significant carbon footprint. Having sustainable practices is one thing, but they can lose their value if delivered in an unsustainable way. Therefore, digital marketing is becoming increasingly popular over traditional marketing, using up less non renewable resources. Digital marketing can help get your message across to a wider audience base, and you can even power your message through renewable energy, making it more beneficial.

Collaborate with green suppliers

Especially if your business is already practicing and promoting sustainability, partnering with unethical suppliers can lessen the value of your brand’s purpose. Partnering with environmentally responsible suppliers can feed into the power that your marketing messages will have and support your ultimate goal to be sustainable.

Now that you know some of the ways you can approach sustainability as a marketer, here are some of the things you should avoid as a sustainable marketer:

‍

Don’t put distance between you and the customer

Getting the customer involved in your sustainable practices can drive your brand forwards even more. Don’t miss this opportunity – you could create advice pages for how customers could get involved in recycling, for example. Creating involvement will make customers feel part of your brand and mission, making them more likely to contribute to your business profits.

Don’t overspend

Many businesses have been plunged into debt by injecting too much money in the wrong places. Taking the first small steps in promoting your sustainability practices may be enough to generate more awareness for your business before you can upscale your marketing strategy.

‍

Don’t greenwash

Greenwashing is boasting about sustainable practices when you are only meeting the minimum standards. Being honest with your sustainable efforts will be sure to gain you more credit and respect in the long run. After all, if you oversell your sustainable actions, you could be risking your reputation in the long run.

Don’t undersell your efforts

While you should never greenwash, you should never shy away from promoting your sustainability efforts either. Being direct and honest about what you have done will earn you appreciation from consumers – no matter how small this effort may be. As long as you can promote that you have done something to improve the planet, you will appeal to the right people.

‍

Don’t rush

Transforming your company overnight is quite impossible, so be “SMART” about your marketing goals --  Specific, Measurable, Achievable, Relevant, and Time-Bound. Careful planning is needed to deliver the right message in several stages. Hopefully, you can take away these messages as a marketer to start promoting the sustainable practices of your company today.

The key takeaway is that you are responsible for showing your brand as an active figure in environmental awareness, creating a reason why customers should buy from your company over the competition. But this can only be done effectively if executed in the right way - with integrity and transparency.