Sustainability as a core marketing principle, ET BrandEquity

In today’s marketing landscape, consumers are increasingly goal-oriented and focused on sustainability, and companies must join this rising wave of conscious consumerism. Embracing sustainability as a core principle can help brands redefine marketing and create positive waves across the value chain.

According to a recent report from First Insight, consumers prefer to buy from sustainable brands, and as many as 73 percent are willing to pay more for sustainable products. Additionally, younger consumers are most likely to make purchasing decisions based on personal, social and environmental values.

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

Think beyond greenwashing

Not long ago, a huge oil company launched the most ethically questionable yet effective marketing campaigns in recent history, shifting the blame for “climate change” from itself and other major corporations to “the individual.” Millions of dollars were spent on leading advertising agencies to come up with a simple and seemingly uncontroversial ‘solution’. And so the term “carbon footprint” was coined, taking the focus away from “big oil companies” and their contribution to the climate crisis. The term quickly caught on and has become a core aspect of the sustainable development story as we understand it today.

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

Today’s consumer is smart, research-oriented and can spot inauthenticity and greenwashing from a mile away. According to recent data from Stackla (via SocialMediaToday), 90 percent of customers cited authenticity as an important factor when deciding which brands to like and support. They want companies to support issues they care about. Brands cannot afford to ignore these expectations and miss out on customers. Building long-term success requires brands to understand and respond to changing consumer expectations.

Innovation and differentiation:

Go the extra mile! Embracing sustainability isn’t just about good deeds that are few and far between, it’s about unlocking innovation and differentiation. From eco-friendly packaging solutions to products made from recycled materials, electronic 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 consumers want to hear. This translates into a competitive advantage in a market that is increasingly looking for sustainable alternatives.

Be creative

Consumers resonate with authentic stories told in creative ways. When it comes to the question of ethics and the fate of the planet, the old saying is true: “Those who do not learn from history are doomed to repeat it.” Customers need to believe that companies are not just reacting to shifts in market dynamics, because sustainability is the order of the day.

It is becoming increasingly clear that increasing creativity in the way companies tell their sustainability stories is essential for building brands.

This requires implementing an effective marketing strategy that helps them put their customers at the center of their story and share how they are making a positive impact on the environment and making communities stronger together. After all, who wouldn’t want to be the hero of their sustainability journey?

A call to authentic action through collaboration:

Collaboration is the key to achieving true sustainability. Companies need to invest in partners who can make a real impact and extend reach, whether through collaboration with NGOs, social enterprises, government and other like-minded brands. These collaborations can lead to innovative solutions and amplify their sustainability message to a broader audience.

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