Consumers increasingly care about sustainability, and sustainable marketing practices are your vehicle for connection.
Consumers value sustainability so much they’re willing to pay 9.7% more for sustainable products. HubSpot’s State of Consumer Trends report also found that buyers take a company’s environmental impact, DEI commitment, and ethical production practices when purchasing from a company.
![Download Now: The State of U.S. Consumer Trends [Free Report]](https://no-cache.hubspot.com/cta/default/53/ebf9ec8e-a468-455a-943e-80aa4e6be694.png)
But here’s a critical point: sustainability and sustainable marketing are not about trying to make a quick buck. Brands must weave sustainability into their marketing transparently and avoid greenwashing. We’ll cover that and more below.
Table of Contents
To help cover the topic of sustainable marketing, I reached out to the most conscious, sustainable marketer I know: Megan Thudium.
In her words, Thudium aims to “transform marketing to be people and planet first, then profit.” She strives to “create a better world for humanity, to create a better future for everyone that has more breathable air, equal opportunities in prosperity, and time for things that you love the most.”
Thudium commits to sustainable practices in her personal life, opting for overland travel instead of short-haul flights. This includes 12-hour train journeys from London to Berlin for a sustainability conference. Thudium maximizes her travel by combining multiple events to get the most out of longer train travel.
Professionally, Thudium is all about honest and ethical communication. She received a certificate from The University of Cambridge: Institute for Sustainability Leadership for Sustainable Marketing, Media and Creative. This year, she launched her new business, Content for Good & Co., a brand evolution from her already sustainable marketing practices that is now living and breathing sustainability in every way possible.
Progressive brands are bringing sustainability to the forefront of their marketing practices. So, how does a brand leverage sustainable marketing to appeal to a growing, socially conscious audience? Well, with Thudium’s help, let’s dive in.
Green Marketing vs. Sustainable Marketing
While both terms are often used interchangeably, there is a difference between green marketing and sustainability marketing. Green marketing focuses on strategies that promote environmental awareness and protection. Sustainable marketing, on the other hand, is a little broader.
The definition of sustainable marketing, according to the University of Cambridge, is “a purpose-driven practice that works to orientate businesses, brands, and society towards a sustainable future.”
The university notes that this type of marketing involves influencing awareness, adoption, and action across “economic and sociocultural systems” by taking accountability for a company’s impact. The goal is “long-term well-being for all.”
According to Thudium, sustainable marketing is more comprehensive and addresses the social and environmental impact of marketing.
She continues, “It’s also more holistic about transforming the discipline of marketing into a force for good, for example, using marketing to encourage positive behavioral change, such as sustainable living habits, that benefits people and the planet. It also addresses reducing the carbon footprint of your marketing activities, such as events and websites.”
Sustainable marketing encompasses green marketing, but it also includes practices that go beyond the environment, such as social and economic issues.
Sustainable Marketing Principles
As you build sustainability into the DNA of your brand and marketing strategies, it’s important to know which approach to take.
Thudium says, “Sustainable marketing … argues that the industry must evolve from one that manipulates customer behaviors and champions endless growth without considering the social and environmental constraints of our planet and society.
Thudium notes that clever sustainable marketers are innovative and creative. They take on this challenge to use marketing as a force for good.
Familiarize yourself with these three core sustainable marketing principles, which I’ll explain below.
1. Customer-Value Marketing
You can earn customer loyalty by designing products, services, and marketing strategies that align with customer values. For sustainable marketing, this often means highlighting eco-friendly attributes, values like diversity and inclusion, or the long-term benefits of sustainable products.
2. Sustainable Pricing Strategies
This principle involves educating customers about the full life-cycle costs to create a sustainable product, including sourcing and downstream costs of re-use and recycling. The right education and messaging can convince customers that the benefits are worth paying more for.
3. Societal Benefit Marketing
Also called societal marketing, societal benefit marketing emphasizes the long-term benefits to society beyond a company’s profit or the immediate benefit to the consumer.
For instance, Ben & Jerry’s positions its marketing around its three core values: human rights and dignity, social and economic justice, and the environment. “We believe ice cream can change the world,” they state. Then, they back those principles up with action.
Source
Do customers care about sustainability? [New Data]
The importance of sustainability in marketing and business is rising.
Thudium says, “Consumers, government and regulation, and investors are demanding more sustainable and ethical business practices from companies.”
While once seen as a luxury or niche tactic, sustainability has gained traction as a mainstream, cross-generational preference. In a world where I can buy the same product from dozens of online sellers, I look for one that’s local, that supports fair trade, or that supports a cause or charity I like.
In 2024, HubSpot surveyed over 700 consumers to learn about their shopping habits. Here’s what was found:
- 76% believe companies should try to improve the well-being of their employees.
- 64% believe companies should actively reduce their environmental impact.
- 58% believe companies should donate a portion of their profits to charity.
- 55% believe companies should advocate for racial justice and gender equality.
- 50% believe companies should do more to advocate for social issues, with the top issues being affordable healthcare (47%), climate change (35%), and income inequality (35%).
These values are reflected in consumers' purchasing decisions, especially for younger generations. While only 5% of Boomers say a brand’s environmental impact is a top purchasing factor for them, that jumps to 16% for Gen Z.
The difference is even starker for a company’s charity support and employee well-being.
So, to answer the question posed at the beginning of this question: Yes, consumers of all ages care about sustainability. Even if your brand isn’t rooted in this mission, you will still find value in investing time and resources in sustainable practices and marketing to attract more customers.
Learn more about consumers in our latest State of Consumer Trends report.
1. Have a larger purpose.
Brands typically judge their success by the numbers. How much revenue they have or will generate in any given period is usually the biggest KPI.
Sustainability shifts this perspective by having brands evaluate themselves by something other than profit. Bcorps operates in this way.
To quote B Lab U.K., “Certified B Corporations, or B Corps, are companies verified by B Lab to meet high standards of social and environmental performance, transparency, and accountability.”
Thudium mentions the “triple bottom line: People, Planet, Profit. The movement that businesses need to take for future stability.”
As a brand, you have to promote something that’s bigger than your products and services and transcends any particular industry. “Do you have a clear social mission? If not, spend time discovering what that is and how your brand plays a role in furthering that mission,” Thudium says.
For example, Social Pantry, an independent and sustainable catering brand, makes sustainability part of everything they do.
The brand recently became B Corp Certified, and its commitment to sustainability goes beyond marketing messaging and into the operations and all that comes with running a sustainable business.
Social Pantry’s actions are guided by the change they want to see in the world
- Investing in circular economies.
- Developing sustainable business practices.
- Committing to long-term initiatives that will positively impact future generations.
Alongside being an industry leader in prison leaver employment, they champion suppliers using regenerative farming practices, prioritize purchasing locally sourced food for their catering, and operate zero-to-landfill kitchens.
I spoke to Marketing Director Charlotte Lund-Morgan and asked how Social Pantry has adapted to become seamlessly rooted in sustainability.
Lund-Morgan says, “It’s always been important to us to act as a thought leader. For us, this means not just taking steps to tackle social and environmental issues but [also] ensuring that our brand mission is always clear and consistent so that we can inspire other businesses to do the same.”
Source
2. Think long term.
Sustainability marketing is all about building long-term value. Too often, brands focus on gaining immediate results.
For instance, many marketing tactics like running Google Ads and blogging are great lead generators. However, what happens once your lead has made a purchase and turned into a customer? Sustainable marketing looks at ways to nurture and educate consumers during the entire buyer’s journey.
Sustainability initiatives — like replacing styrofoam with paper or reducing your carbon footprint — can take years to implement. Releasing sustainability plans and updating customers on your progress go a long way in building trust, but they won’t yield immediate, attributable growth.
Education is one way to build loyalty with your audience early on, from the first point of discovery to post-purchase. For instance, a food brand could educate its audience on the importance of ethical farming on social media and continue this process post-purchase with package recycling tips.
This works well to build trust and loyalty in the long term. There is a strong correlation between consumer preference for sustainable practices and consumer preference for buying from brands they already know and trust.
Moreover, the data is nuanced. From their research, First Insight credits Gen Z as being a sustainable generation.
Some industries are more likely to inspire sustainable-driven purchases within different age ranges. For example, only 4% of people aged 65 and over will buy sustainable bags, compared to 21% of those age 21.
The food industry is where people are collectively most motivated to buy sustainably. For the younger generation, clothing is the top choice for sustainable purchases. Data is shown in the infographic below.
Source
Marketer Megan Thudium agrees that the shift to sustainability takes time. She says, “Sustainability is a journey and will take years to implement. There is no finish line but continued learning and growth to become a better company that aligns better with society‘s and the planet’s needs.”
3. Communicate
Communicating your sustainability commitments is a must. Thudium says, “Consumers, government, and regulation are demanding more sustainable and ethical business practices from companies. Investors are also demanding companies have a sustainability strategy to receive funding.”
That means there’s more pressure for businesses to reduce their emissions and become more sustainable, according to Thudium. However, it must be done authentically, honestly, and verifiable.
“Communicating your sustainability needs to move past being another differentiation factor. Yes, that is a benefit for business growth,” Thudium says.
“Yes, it's the right thing to do — but more so, it reduces long-term risk for companies. It makes them more desirable to employees and talent. It keeps them regulatory compliant without fines.”
4. Be customer oriented.
You might be thinking, “Isn’t being consumer-oriented what all marketing is?” Ideally, yes, but not always.
In traditional marketing, a brand often tries to push a product or service to a customer. With consumer-oriented marketing, it’s more about understanding your customers’ needs and tailoring your marketing to that.
First, leverage user research to find out what’s important to your customers. For instance, say your audience is craving more transparency in your sourcing practices or wants you to be more vocal on social issues.
You could use that information for your next campaign or even pivot your business practices to differentiate yourselves from everyone else in your space.
Thudium adds, “You can also expect cost savings from sustainable practices, less cost in acquiring new customers.”
5. Back up your claims.
Thudium warns that sustainability marketing doesn’t work if it’s not “honest, authentic, and backed by verifiable evidence.”
Imagine finding out a business that claims to be sustainable has failed to implement any practices to promote its mission. Consumers would distrust that brand, and it would be difficult to earn it back.
Make sure your brand is looking at sustainability from a holistic lens.
Are you preaching about sustainability but using unsustainable resources to build your product? Are you collaborating with brands that conflict with your mission? Is your team representative of the future you want to promote?
These are the questions you should ask to determine if your brand reflects the mission you’ve set out to achieve. Identify the areas that need work and go to the drawing board to figure out strategies that align with your mission.
Audiences don’t expect perfection. They do, however, value transparency. It’s okay (and recommended) to share where you currently fall short and how you plan to remedy these issues.
Thudium is a huge advocate for backing up claims. She says, “Backing up your claims is all about honesty, transparency, and verifiable claims … If your claims aren‘t verifiable, then it’s greenwashing.”
Thudium notes that could have dire consequences, especially in countries where greenwashing is against the law.
6. Engage stakeholders.
Since sustainability requires real change instead of shallow value-signaling, it takes collaboration. Sustainability is a big effort, and it requires leadership outside of marketing. Engage internal teams, shareholders, supplies, and community partners in conversations and research around sustainability.
In some cases, your organizational structure may make sustainable practices difficult, like getting buy-in for a more expensive but more sustainable supplier when a company has a mandate to increase profit.
Smaller companies can consider re-organizing as a benefit corporation or achieving B Corp status to formalize their sustainability commitments.
7. Go against the grain and be brave.
In marketing, it can seem like everyone’s playing a game of copycat, using the same promotions and tactics over and over again. Posting on social media about Earth Day or International Women’s Day, for instance, is a good practice but won’t stand out against the thousands of other brand posts.
Thudium encourages everyone to “go against the grain and be brave.” She says, “Use sustainable marketing campaigns to change consumer behavior for good and promote sustainable practices in everyday life.”
Breaking with your industry runs a risk of failure — but it could also pay off in a big way. Take the outdoor brand REI, for instance. When Black Friday sales reached a peak fever pitch, the brand shocked the public by closing its stores that day and instead encouraging people to #OptOutside.
While it loses in-store revenue each year on that day, it gains loyalty from its members and employees who would rather spend time outside than in a store.
Source
Sustainable Marketing Examples
Need some inspiration for how to market your sustainability practices? Learn from these six brands who belong in the sustainability hall of fame.
A recent Woolmark company campaign aimed to encourage people to see the benefits of wool-based clothing and stop buying fast fashion.
Thudium describes why the campaign is important. She says, “Wool is healthier for your body, biodegradable, and can be ethically sourced.”
When asked why the campaign was effective, Thudium says the campaign has
- Strong messaging about fashion waste.
- Encourages the benefits of wool fibers.
- Verifiable claims.
Thinx is an underwear brand whose mission is to provide sustainable solutions to menstruation and incontinence. Everything the brand puts out marketing-wise is centered around this core value.
Source
The brand’s social media pages feature a mix of product promotion, educational content, and mission-focused announcements.
The key to sustainable marketing is doing it in an authentic way that feels embedded in the brand, as opposed to an add-on that’s leveraged when convenient. Thinx is a great example of how to do it right.
Pro tip: You can manage your brand’s content with a tool like HubSpot’s Marketing Hub, which will help you measure and optimize all of your content efficiently.
This clothing company was started based on the founder’s desire to find a socks company with a sustainable and ethical vision. While most brands focus on inviting their consumers to purchase, Kind Socks takes the exact opposite approach: Asking them to spend less and more thoughtfully.
Source
This strategy may seem counterintuitive to many companies, but emphasizing the brand’s mission can help build trust with its audience and increase brand loyalty.
Materials science company Pangaia wants to save the environment. Every piece of marketing the brand puts out is centered around this core mission, including this video campaign.
In it, the brand explains its mission to “reverse the cycle from the unnatural to natural, from plastic to plants […], from the new to the recycled.” What’s effective about this ad is that Pangaia describes the future it wants to see and outlines the strategies it will implement to get there.
Throughout the ad, you see Pangaia products, but they’re not the focus. This tells viewers the mission drives the products, not the other way around — and that’s sustainable marketing done right.
In the previous section, we discussed the importance of having a holistic approach to sustainability marketing. With Nada Duele, their mission is reflected in everything: from their name, which represents the idea that products should not cause harm, to the initiatives they take part in.
Source
When you visit their “How We Work” section, you learn about their collaboration with a Guatemalan institute dedicated to protecting the forestry sector.
Pro tip: It’s important that the partnerships your brand takes on align with your values. Otherwise, you risk losing credibility and trust.
Social media is one of the best and easiest ways to implement a sustainable marketing strategy. You can share a range of content, from educating your followers on sustainable practices to sharing ways your brand is being sustainable.
In this example, the candle company Satya + Sage shares tips on how to use the seed paper that comes with every candle.
Source
Pro tip: On social media, in particular, pay attention to the questions your followers ask and the comments they make, as that can inform which marketing strategies you test in the future.
Sustainable Marketing and AI
As companies rush to explore how to integrate AI into every area of their business (including marketing!), it’s important to slow down and consider the holistic impacts. AI has the potential to reduce waste and the human footprint by performing tasks more efficiently, but the ripple effects are much wider.
Consider these facts and questions as you go about integrating AI:
- Carbon footprint of AI. Training and running an AI system requires a huge amount of computing power and electricity, increasing CO2 emissions. According to an MIT report, the data center power requirement in North America nearly doubled from 2022 to 2023 — outpacing the demand of over 70% of countries.
- Bias in AI systems. It’s well-documented that AI systems can replicate bias. For example, according to IBM, when asked to show images of doctors, the AI shows men; for nurses, it shows women. If you are integrating AI to interact with customers or creating marketing content with AI, consider the potential effects of bias.
- Employee impacts. Our survey revealed that customers are paying attention to how companies treat their employees. As companies replace some functions like customer service with automation, think about your affected employees. Can you reskill them for new AI jobs or support them through a career transition?
While AI can have some negative impacts, it also has the potential to help you reach your sustainability goals.
For instance, you can build a model to analyze your systems and suggest ways to reduce your carbon footprint by optimizing your supply chain. You can also leverage an AI chatbot to educate customers on sustainable practices.
Is marketing with AI more sustainable?
I can’t give you a definite answer for whether leveraging AI is more sustainable for your brand. It really comes down to the sustainability priorities that you’ve identified and whether AI helps or hurts those.
Take Dove's beauty brand, for example. One of their longtime values has been recognizing real beauty and showing authentic women’s bodies.
In 2023, Dove released an ad campaign declaring that it would never use AI-generated women in ads because it would run counter to its values of elevating real beauty.
Source
While Dove may integrate AI in other ways internally, they realized it was important to state how they wouldn’t use it.
The truth is, AI hasn’t been around long enough for us to truly understand the sustainability implications (the good or the bad). I wanted to understand the reasons why AI is considered unsustainable and how marketers can make the best of it in the most sustainable way possible.
Here’s what I found.
Adam Zewe, writer at MIT News, shares some of the reasons why AI isn’t environmentally friendly. In his article, Explained: Generative AI’s environmental impact, Zewe. Amongst other reasons, he cites:
- OpenAI’s GPT-4 demands a staggering amount of electricity.
- Increased demand for hardware, which has indirect environmental impacts (manufacturing and transport, for example).
- Increased demand for water to cool data centers, which can strain municipal water.
There’s more, but these three stood out to me.
It’s tricky for conscientious sustainable marketers who want to be all things sustainable, while keeping up to date with an ever-growing digital world which demands use of the latest technology.
For balance, I wanted to look into the ways in which GenAI can be used sustainably. Shengyuan Su, sustainability director at Zendesk, shares tips for sustainable AI usage.
My favorite tip: “Use existing models and trained datasets whenever possible: Developing, training, and deploying new models requires additional energy and risk contributing to carbon emissions.”
For me, this seemed like a solid tip. We can use AI that is already fit for purpose, instead of spending hours training new models all the time. If the AI dataset is there already, then using is reduces energy and carbon emissions.
Engage Customers with Sustainable Marketing
From DEI to environmental impact, it’s clear to me that customers are starting to care more about where their products come from and the people behind them.
My main takeaway for you is this: Sustainable marketing isn’t just a box to tick off, it’s a whole-company practice and a cultural shift. It’s a long-term strategy that wins trust, loyalty, and customers over time.
As you consider new factors like AI in marketing and climate change, stay close to your customers to hear what they want to see from your brand.
Above all, customers value transparency and want to hear about your journey, even if you haven’t reached your goals yet. So don’t be afraid to start small and bring your customers along with you on the journey.
Editor's Note: This post was originally published in September 2021 and has been updated for comprehensiveness.
from Marketing https://blog.hubspot.com/marketing/sustainable-marketing
Consumers increasingly care about sustainability, and sustainable marketing practices are your vehicle for connection.
Consumers value sustainability so much they’re willing to pay 9.7% more for sustainable products. HubSpot’s State of Consumer Trends report also found that buyers take a company’s environmental impact, DEI commitment, and ethical production practices when purchasing from a company.
But here’s a critical point: sustainability and sustainable marketing are not about trying to make a quick buck. Brands must weave sustainability into their marketing transparently and avoid greenwashing. We’ll cover that and more below.
Table of Contents
To help cover the topic of sustainable marketing, I reached out to the most conscious, sustainable marketer I know: Megan Thudium.
In her words, Thudium aims to “transform marketing to be people and planet first, then profit.” She strives to “create a better world for humanity, to create a better future for everyone that has more breathable air, equal opportunities in prosperity, and time for things that you love the most.”
Thudium commits to sustainable practices in her personal life, opting for overland travel instead of short-haul flights. This includes 12-hour train journeys from London to Berlin for a sustainability conference. Thudium maximizes her travel by combining multiple events to get the most out of longer train travel.
Professionally, Thudium is all about honest and ethical communication. She received a certificate from The University of Cambridge: Institute for Sustainability Leadership for Sustainable Marketing, Media and Creative. This year, she launched her new business, Content for Good & Co., a brand evolution from her already sustainable marketing practices that is now living and breathing sustainability in every way possible.
Progressive brands are bringing sustainability to the forefront of their marketing practices. So, how does a brand leverage sustainable marketing to appeal to a growing, socially conscious audience? Well, with Thudium’s help, let’s dive in.
Green Marketing vs. Sustainable Marketing
While both terms are often used interchangeably, there is a difference between green marketing and sustainability marketing. Green marketing focuses on strategies that promote environmental awareness and protection. Sustainable marketing, on the other hand, is a little broader.
The definition of sustainable marketing, according to the University of Cambridge, is “a purpose-driven practice that works to orientate businesses, brands, and society towards a sustainable future.”
The university notes that this type of marketing involves influencing awareness, adoption, and action across “economic and sociocultural systems” by taking accountability for a company’s impact. The goal is “long-term well-being for all.”
According to Thudium, sustainable marketing is more comprehensive and addresses the social and environmental impact of marketing.
She continues, “It’s also more holistic about transforming the discipline of marketing into a force for good, for example, using marketing to encourage positive behavioral change, such as sustainable living habits, that benefits people and the planet. It also addresses reducing the carbon footprint of your marketing activities, such as events and websites.”
Sustainable marketing encompasses green marketing, but it also includes practices that go beyond the environment, such as social and economic issues.
Sustainable Marketing Principles
As you build sustainability into the DNA of your brand and marketing strategies, it’s important to know which approach to take.
Thudium says, “Sustainable marketing … argues that the industry must evolve from one that manipulates customer behaviors and champions endless growth without considering the social and environmental constraints of our planet and society.
Thudium notes that clever sustainable marketers are innovative and creative. They take on this challenge to use marketing as a force for good.
Familiarize yourself with these three core sustainable marketing principles, which I’ll explain below.
1. Customer-Value Marketing
You can earn customer loyalty by designing products, services, and marketing strategies that align with customer values. For sustainable marketing, this often means highlighting eco-friendly attributes, values like diversity and inclusion, or the long-term benefits of sustainable products.
2. Sustainable Pricing Strategies
This principle involves educating customers about the full life-cycle costs to create a sustainable product, including sourcing and downstream costs of re-use and recycling. The right education and messaging can convince customers that the benefits are worth paying more for.
3. Societal Benefit Marketing
Also called societal marketing, societal benefit marketing emphasizes the long-term benefits to society beyond a company’s profit or the immediate benefit to the consumer.
For instance, Ben & Jerry’s positions its marketing around its three core values: human rights and dignity, social and economic justice, and the environment. “We believe ice cream can change the world,” they state. Then, they back those principles up with action.
Source
Do customers care about sustainability? [New Data]
The importance of sustainability in marketing and business is rising.
Thudium says, “Consumers, government and regulation, and investors are demanding more sustainable and ethical business practices from companies.”
While once seen as a luxury or niche tactic, sustainability has gained traction as a mainstream, cross-generational preference. In a world where I can buy the same product from dozens of online sellers, I look for one that’s local, that supports fair trade, or that supports a cause or charity I like.
In 2024, HubSpot surveyed over 700 consumers to learn about their shopping habits. Here’s what was found:
- 76% believe companies should try to improve the well-being of their employees.
- 64% believe companies should actively reduce their environmental impact.
- 58% believe companies should donate a portion of their profits to charity.
- 55% believe companies should advocate for racial justice and gender equality.
- 50% believe companies should do more to advocate for social issues, with the top issues being affordable healthcare (47%), climate change (35%), and income inequality (35%).
These values are reflected in consumers' purchasing decisions, especially for younger generations. While only 5% of Boomers say a brand’s environmental impact is a top purchasing factor for them, that jumps to 16% for Gen Z.
The difference is even starker for a company’s charity support and employee well-being.
So, to answer the question posed at the beginning of this question: Yes, consumers of all ages care about sustainability. Even if your brand isn’t rooted in this mission, you will still find value in investing time and resources in sustainable practices and marketing to attract more customers.
Learn more about consumers in our latest State of Consumer Trends report.
1. Have a larger purpose.
Brands typically judge their success by the numbers. How much revenue they have or will generate in any given period is usually the biggest KPI.
Sustainability shifts this perspective by having brands evaluate themselves by something other than profit. Bcorps operates in this way.
To quote B Lab U.K., “Certified B Corporations, or B Corps, are companies verified by B Lab to meet high standards of social and environmental performance, transparency, and accountability.”
Thudium mentions the “triple bottom line: People, Planet, Profit. The movement that businesses need to take for future stability.”
As a brand, you have to promote something that’s bigger than your products and services and transcends any particular industry. “Do you have a clear social mission? If not, spend time discovering what that is and how your brand plays a role in furthering that mission,” Thudium says.
For example, Social Pantry, an independent and sustainable catering brand, makes sustainability part of everything they do.
The brand recently became B Corp Certified, and its commitment to sustainability goes beyond marketing messaging and into the operations and all that comes with running a sustainable business.
Social Pantry’s actions are guided by the change they want to see in the world
- Investing in circular economies.
- Developing sustainable business practices.
- Committing to long-term initiatives that will positively impact future generations.
Alongside being an industry leader in prison leaver employment, they champion suppliers using regenerative farming practices, prioritize purchasing locally sourced food for their catering, and operate zero-to-landfill kitchens.
I spoke to Marketing Director Charlotte Lund-Morgan and asked how Social Pantry has adapted to become seamlessly rooted in sustainability.
Lund-Morgan says, “It’s always been important to us to act as a thought leader. For us, this means not just taking steps to tackle social and environmental issues but [also] ensuring that our brand mission is always clear and consistent so that we can inspire other businesses to do the same.”
Source
2. Think long term.
Sustainability marketing is all about building long-term value. Too often, brands focus on gaining immediate results.
For instance, many marketing tactics like running Google Ads and blogging are great lead generators. However, what happens once your lead has made a purchase and turned into a customer? Sustainable marketing looks at ways to nurture and educate consumers during the entire buyer’s journey.
Sustainability initiatives — like replacing styrofoam with paper or reducing your carbon footprint — can take years to implement. Releasing sustainability plans and updating customers on your progress go a long way in building trust, but they won’t yield immediate, attributable growth.
Education is one way to build loyalty with your audience early on, from the first point of discovery to post-purchase. For instance, a food brand could educate its audience on the importance of ethical farming on social media and continue this process post-purchase with package recycling tips.
This works well to build trust and loyalty in the long term. There is a strong correlation between consumer preference for sustainable practices and consumer preference for buying from brands they already know and trust.
Moreover, the data is nuanced. From their research, First Insight credits Gen Z as being a sustainable generation.
Some industries are more likely to inspire sustainable-driven purchases within different age ranges. For example, only 4% of people aged 65 and over will buy sustainable bags, compared to 21% of those age 21.
The food industry is where people are collectively most motivated to buy sustainably. For the younger generation, clothing is the top choice for sustainable purchases. Data is shown in the infographic below.
Source
Marketer Megan Thudium agrees that the shift to sustainability takes time. She says, “Sustainability is a journey and will take years to implement. There is no finish line but continued learning and growth to become a better company that aligns better with society‘s and the planet’s needs.”
3. Communicate
Communicating your sustainability commitments is a must. Thudium says, “Consumers, government, and regulation are demanding more sustainable and ethical business practices from companies. Investors are also demanding companies have a sustainability strategy to receive funding.”
That means there’s more pressure for businesses to reduce their emissions and become more sustainable, according to Thudium. However, it must be done authentically, honestly, and verifiable.
“Communicating your sustainability needs to move past being another differentiation factor. Yes, that is a benefit for business growth,” Thudium says.
“Yes, it's the right thing to do — but more so, it reduces long-term risk for companies. It makes them more desirable to employees and talent. It keeps them regulatory compliant without fines.”
4. Be customer oriented.
You might be thinking, “Isn’t being consumer-oriented what all marketing is?” Ideally, yes, but not always.
In traditional marketing, a brand often tries to push a product or service to a customer. With consumer-oriented marketing, it’s more about understanding your customers’ needs and tailoring your marketing to that.
First, leverage user research to find out what’s important to your customers. For instance, say your audience is craving more transparency in your sourcing practices or wants you to be more vocal on social issues.
You could use that information for your next campaign or even pivot your business practices to differentiate yourselves from everyone else in your space.
Thudium adds, “You can also expect cost savings from sustainable practices, less cost in acquiring new customers.”
5. Back up your claims.
Thudium warns that sustainability marketing doesn’t work if it’s not “honest, authentic, and backed by verifiable evidence.”
Imagine finding out a business that claims to be sustainable has failed to implement any practices to promote its mission. Consumers would distrust that brand, and it would be difficult to earn it back.
Make sure your brand is looking at sustainability from a holistic lens.
Are you preaching about sustainability but using unsustainable resources to build your product? Are you collaborating with brands that conflict with your mission? Is your team representative of the future you want to promote?
These are the questions you should ask to determine if your brand reflects the mission you’ve set out to achieve. Identify the areas that need work and go to the drawing board to figure out strategies that align with your mission.
Audiences don’t expect perfection. They do, however, value transparency. It’s okay (and recommended) to share where you currently fall short and how you plan to remedy these issues.
Thudium is a huge advocate for backing up claims. She says, “Backing up your claims is all about honesty, transparency, and verifiable claims … If your claims aren‘t verifiable, then it’s greenwashing.”
Thudium notes that could have dire consequences, especially in countries where greenwashing is against the law.
6. Engage stakeholders.
Since sustainability requires real change instead of shallow value-signaling, it takes collaboration. Sustainability is a big effort, and it requires leadership outside of marketing. Engage internal teams, shareholders, supplies, and community partners in conversations and research around sustainability.
In some cases, your organizational structure may make sustainable practices difficult, like getting buy-in for a more expensive but more sustainable supplier when a company has a mandate to increase profit.
Smaller companies can consider re-organizing as a benefit corporation or achieving B Corp status to formalize their sustainability commitments.
7. Go against the grain and be brave.
In marketing, it can seem like everyone’s playing a game of copycat, using the same promotions and tactics over and over again. Posting on social media about Earth Day or International Women’s Day, for instance, is a good practice but won’t stand out against the thousands of other brand posts.
Thudium encourages everyone to “go against the grain and be brave.” She says, “Use sustainable marketing campaigns to change consumer behavior for good and promote sustainable practices in everyday life.”
Breaking with your industry runs a risk of failure — but it could also pay off in a big way. Take the outdoor brand REI, for instance. When Black Friday sales reached a peak fever pitch, the brand shocked the public by closing its stores that day and instead encouraging people to #OptOutside.
While it loses in-store revenue each year on that day, it gains loyalty from its members and employees who would rather spend time outside than in a store.
Source
Sustainable Marketing Examples
Need some inspiration for how to market your sustainability practices? Learn from these six brands who belong in the sustainability hall of fame.
A recent Woolmark company campaign aimed to encourage people to see the benefits of wool-based clothing and stop buying fast fashion.
Thudium describes why the campaign is important. She says, “Wool is healthier for your body, biodegradable, and can be ethically sourced.”
When asked why the campaign was effective, Thudium says the campaign has
- Strong messaging about fashion waste.
- Encourages the benefits of wool fibers.
- Verifiable claims.
Thinx is an underwear brand whose mission is to provide sustainable solutions to menstruation and incontinence. Everything the brand puts out marketing-wise is centered around this core value.
Source
The brand’s social media pages feature a mix of product promotion, educational content, and mission-focused announcements.
The key to sustainable marketing is doing it in an authentic way that feels embedded in the brand, as opposed to an add-on that’s leveraged when convenient. Thinx is a great example of how to do it right.
Pro tip: You can manage your brand’s content with a tool like HubSpot’s Marketing Hub, which will help you measure and optimize all of your content efficiently.
This clothing company was started based on the founder’s desire to find a socks company with a sustainable and ethical vision. While most brands focus on inviting their consumers to purchase, Kind Socks takes the exact opposite approach: Asking them to spend less and more thoughtfully.
Source
This strategy may seem counterintuitive to many companies, but emphasizing the brand’s mission can help build trust with its audience and increase brand loyalty.
Materials science company Pangaia wants to save the environment. Every piece of marketing the brand puts out is centered around this core mission, including this video campaign.
In it, the brand explains its mission to “reverse the cycle from the unnatural to natural, from plastic to plants […], from the new to the recycled.” What’s effective about this ad is that Pangaia describes the future it wants to see and outlines the strategies it will implement to get there.
Throughout the ad, you see Pangaia products, but they’re not the focus. This tells viewers the mission drives the products, not the other way around — and that’s sustainable marketing done right.
In the previous section, we discussed the importance of having a holistic approach to sustainability marketing. With Nada Duele, their mission is reflected in everything: from their name, which represents the idea that products should not cause harm, to the initiatives they take part in.
Source
When you visit their “How We Work” section, you learn about their collaboration with a Guatemalan institute dedicated to protecting the forestry sector.
Pro tip: It’s important that the partnerships your brand takes on align with your values. Otherwise, you risk losing credibility and trust.
Social media is one of the best and easiest ways to implement a sustainable marketing strategy. You can share a range of content, from educating your followers on sustainable practices to sharing ways your brand is being sustainable.
In this example, the candle company Satya + Sage shares tips on how to use the seed paper that comes with every candle.
Source
Pro tip: On social media, in particular, pay attention to the questions your followers ask and the comments they make, as that can inform which marketing strategies you test in the future.
Sustainable Marketing and AI
As companies rush to explore how to integrate AI into every area of their business (including marketing!), it’s important to slow down and consider the holistic impacts. AI has the potential to reduce waste and the human footprint by performing tasks more efficiently, but the ripple effects are much wider.
Consider these facts and questions as you go about integrating AI:
- Carbon footprint of AI. Training and running an AI system requires a huge amount of computing power and electricity, increasing CO2 emissions. According to an MIT report, the data center power requirement in North America nearly doubled from 2022 to 2023 — outpacing the demand of over 70% of countries.
- Bias in AI systems. It’s well-documented that AI systems can replicate bias. For example, according to IBM, when asked to show images of doctors, the AI shows men; for nurses, it shows women. If you are integrating AI to interact with customers or creating marketing content with AI, consider the potential effects of bias.
- Employee impacts. Our survey revealed that customers are paying attention to how companies treat their employees. As companies replace some functions like customer service with automation, think about your affected employees. Can you reskill them for new AI jobs or support them through a career transition?
While AI can have some negative impacts, it also has the potential to help you reach your sustainability goals.
For instance, you can build a model to analyze your systems and suggest ways to reduce your carbon footprint by optimizing your supply chain. You can also leverage an AI chatbot to educate customers on sustainable practices.
Is marketing with AI more sustainable?
I can’t give you a definite answer for whether leveraging AI is more sustainable for your brand. It really comes down to the sustainability priorities that you’ve identified and whether AI helps or hurts those.
Take Dove's beauty brand, for example. One of their longtime values has been recognizing real beauty and showing authentic women’s bodies.
In 2023, Dove released an ad campaign declaring that it would never use AI-generated women in ads because it would run counter to its values of elevating real beauty.
Source
While Dove may integrate AI in other ways internally, they realized it was important to state how they wouldn’t use it.
The truth is, AI hasn’t been around long enough for us to truly understand the sustainability implications (the good or the bad). I wanted to understand the reasons why AI is considered unsustainable and how marketers can make the best of it in the most sustainable way possible.
Here’s what I found.
Adam Zewe, writer at MIT News, shares some of the reasons why AI isn’t environmentally friendly. In his article, Explained: Generative AI’s environmental impact, Zewe. Amongst other reasons, he cites:
- OpenAI’s GPT-4 demands a staggering amount of electricity.
- Increased demand for hardware, which has indirect environmental impacts (manufacturing and transport, for example).
- Increased demand for water to cool data centers, which can strain municipal water.
There’s more, but these three stood out to me.
It’s tricky for conscientious sustainable marketers who want to be all things sustainable, while keeping up to date with an ever-growing digital world which demands use of the latest technology.
For balance, I wanted to look into the ways in which GenAI can be used sustainably. Shengyuan Su, sustainability director at Zendesk, shares tips for sustainable AI usage.
My favorite tip: “Use existing models and trained datasets whenever possible: Developing, training, and deploying new models requires additional energy and risk contributing to carbon emissions.”
For me, this seemed like a solid tip. We can use AI that is already fit for purpose, instead of spending hours training new models all the time. If the AI dataset is there already, then using is reduces energy and carbon emissions.
Engage Customers with Sustainable Marketing
From DEI to environmental impact, it’s clear to me that customers are starting to care more about where their products come from and the people behind them.
My main takeaway for you is this: Sustainable marketing isn’t just a box to tick off, it’s a whole-company practice and a cultural shift. It’s a long-term strategy that wins trust, loyalty, and customers over time.
As you consider new factors like AI in marketing and climate change, stay close to your customers to hear what they want to see from your brand.
Above all, customers value transparency and want to hear about your journey, even if you haven’t reached your goals yet. So don’t be afraid to start small and bring your customers along with you on the journey.
Editor's Note: This post was originally published in September 2021 and has been updated for comprehensiveness.
via
Perfecte news Non connection
![Download Now: 100 ChatGPT Prompts for Marketers [Free Guide]](https://no-cache.hubspot.com/cta/default/53/c497a8fe-0f60-4244-9cb1-5bed4d1e5ab6.png)
![→ Access Now: Video Marketing Starter Pack [Free Kit]](https://no-cache.hubspot.com/cta/default/53/8f27c677-d952-4663-8787-bf65c6a1ecf2.png)
