Sustainability as a core marketing principle

In today's marketing landscape, consumers are increasingly purpose-driven and focused on sustainability, and businesses must align with this rising tide of conscious consumerism. Embracing sustainability as a core principle can help brands redefine marketing and create positive ripples across the value chain.

According to a recent report by First Insight consumers prefer to buy from sustainable brands, and a staggering 73 per cent are willing to pay more for sustainable products. Moreover, younger consumers are the most likely to make purchase decisions based on personal, social, and environmental values.

They are the driving forces behind this shift, and vocal about choosing brands that align with their values. Brands that prioritise sustainability not only win over these ethically conscious consumers, but also future-proof their businesses.

Thinking Beyond Greenwashing

Not so long ago, a huge oil corporation pulled off the single most ethically questionable yet effective marketing campaigns in recent history–shifting the blame of ‘climate change’ from itself and other large corporations on to “the individual”. Millions of dollars were spent on leading advertising agencies to come up with a simple and seemingly uncontroversial “fix”. And thus, the term “carbon footprint” was coined taking away the limelight from “big oil” companies and their contribution to the climate crisis. The term caught on rapidly and has become a core aspect of the narrative around sustainable development as we understand it today.

This begs the question of whether corporations can still afford to stay on the path of least resistance and pass the buck or should they go beyond unsubstantiated claims about their sustainability efforts and demonstrate authentic commitment to the cause.

Consumers today are savvy, research oriented and can recognise inauthenticity and greenwashing a mile away. According to recent data by Stackla (via SocialMediaToday) 90 per cent of customers mentioned authenticity as an important factor in deciding which brands they like and support. They want companies to support issues they care about. Brands cannot afford to ignore these expectations and lose out on customers. Building long-term success requires brands to understand and respond to the evolving expectations of consumers.

Innovate and differentiate:

Go the extra mile! Embracing sustainability isn’t just about good acts that are few and far between, it's about unlocking innovation and differentiation. From eco-friendly packaging solutions to products made from recycled materials, e-waste management, and investing in a circular economy can inspire new ways to improve product life cycles and reduce environmental impact because this is the success story that consumers want to hear. This translates to a competitive advantage in a marketplace increasingly seeking sustainable alternatives.

Get Creative

Consumers resonate with authentic stories that are told creatively. When dealing with the question of ethics and the fate of the planet, the old saying, “those who don’t learn from history are condemned to repeat it” rings true. Customers need to believe that businesses are not merely responding to shifts in market dynamics because sustainability is the order of the day.

It is becoming increasingly evident that ramping up creativity in the way businesses tell their sustainability story is essential for brand building.

This calls for the implementation of an effective marketing strategy that helps them put their customers at the centre of their story and share how they are making a positive impact on the environment and empowering communities together. After all, who doesn’t want to be the hero of their sustainability journey?

A call for Authentic Action through collaboration:

Collaboration is key to achieving true sustainability. Businesses must invest in partners that can make a real impact and amplify reach whether it is partnering with NGOs, social enterprises, government, and other like-minded brands. These collaborations can lead to innovative solutions and amplify their sustainability message to a wider audience.

Suffice it to say that sustainable marketing is not a one-time effort, but an ongoing journey. By continuously evolving their approach, remaining authentic, and actively engaging with their audience, businesses can build trust, strengthen brand loyalty, and contribute to a better future for the planet and everyone in it.