Why Contemporary Business Must Incorporate Sustainable Marketing Strategies

Michael Pazucha Google, Marketing

Businesses looking to ensure long-term success and maintain hard-won clientele must divert their resources to sustainable marketing strategies. As a business owner in an intensely competitive commercial landscape, you must realign your company values and operations to adopt greener practices. Further, you must advertise your efforts to the audience who purchase your products and services.

Contemporary promotional strategies are making the shift toward attracting eco-conscious clients. This approach has become critical since reports have emerged indicating that 47% of internet-savvy consumers only purchase brands that match their thought processes and respect eco-friendly views.

Customers are asking questions

Customers worldwide are more committed than ever to lowering their carbon footprint and impact on the planet. They are asking questions to learn more about the products and brands they purchase.

  • Are the products manufactured sustainably?
  • What are the ingredients and components that go into them?
  • How will the ingredients impact my health and safety?
  • What are the conditions in which the products are made?
  • Can they be made locally?
  • Can the products be recycled after they have reached their end-of-life cycle?

Above all, customers are conscious of the packaging waste generated by wrapping the products and shipping them. It will also interest you to know that steps are being taken to minimize the impact of virtual and intangible digital advertising. That’s because the contemporary consumer also focuses on the energy resources needed to power the internet and digital services--all of which have also come under scrutiny. So, let’s take a quick look at the reasons why next-generation businesses must adopt sustainable marketing strategies.

You’ll attract eco-conscious consumers

Whether you’re looking for new leads or trying to sell new products to customers already familiar with your brand--your marketing strategies should focus on what your company is doing to lower its carbon footprint. Customers want to associate with innovative brands that are willing to adapt to changing times. That’s how you’ll build a brand-loyal customer base that will always choose your products over the competition.

You should also remember that consumers are willing to pay a somewhat higher cost for their purchases if they think the brand will contribute to saving the planet. Price and value for money are not the only criteria for going with a particular brand. No longer can companies shift the blame for billions of tons of waste on the consumers who are well aware who are the real people responsible for greenhouse emissions and polluted waterways and oceans.

You’ll interest younger generations

Adopting new and innovative sustainable marketing strategies will help you connect with the younger generation, who are likely to be your brand’s long-term supporters. Millennials and Gen Xers have not only spearheaded sustainable initiatives, but they are determined to carry them forward. Young people constitute a significant section of your clientele. And, they expect their favorite products to work toward minimizing their carbon footprint.

What’s more, your consumers are also the people who work in your company as the skilled talent who produce the products you market. Keep in mind that employees are keenly interested in working in companies that support community development and green waste management efforts. When evaluating a company before applying for a position, prospective candidates will likely check for background information about any ongoing environment support initiatives and the sustainable values of the company with which they will be associated.

Don’t just adopt sustainable marketing strategies

While talking about greener manufacturing processes and using sustainable raw materials is good for the company image, you must make an actual effort to incorporate them into the operations. A new concept in advertising has recently emerged--greenwashing. UK’s Advertising Standards Authority has announced a series of inquiries to investigate claims made by companies in their promotions. Any misleading and false campaigns claiming to reduce CO2 emissions or use plastic-free packaging can attract penalties.

The latest updates in Google’s Ads policies also have similar warnings. The search engine giant might just shut down any companies “monetizing climate change.” You may want to be highly cautious about delivering messages or making inferences about eco-friendly practices you don’t actually follow.

How to Incorporate Sustainable Marketing?

When transitioning to sustainable marketing strategies, you’ll adopt digital advertising that minimizes carbon emissions. In place of printed ads, pamphlets, brochures, and plastic giveaways, rely on social media marketing. Send out emails and text messages, and design regular postings for Facebook, Twitter, Instagram, Pinterest, and others. You can also invite customers to attend virtual events where you give demos of your products.

At Hyperlocal, we understand how marketing strategies can make or break your business. We invite you to pick our brains and learn more about the different digital campaigns we can design for you. Contact us, https://www.hyperlocalplatform.com/contact/ and let’s get started with some creative brainstorming to match your particular industry and products.