As part of their marketing campaigns, companies are putting more and more emphasis on the sustainability efforts of their brands.
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| Seven instances of Sustainable Marketing |
Environmental, social, and governance (ESG) strategies include reducing greenhouse gas emissions, using renewable energy, and being open about what's happening in the supply chain. The social side of ESG is made more clear by other programs. For example, organizations can talk about their working conditions, build community, and make it easier for people to get involved with social sustainability.
After a company starts an ESG initiative, the marketing team can help spread the word about it. This can boost the brand's reputation, sales, and customer engagement. Companies can show how they are good for the environment, or their manufacturing process is good for their workers. Communities can also be built around products, services, and local organizations with the help of organizations.
Explore seven examples of sustainable marketing, such as the content on social media about sustainability, personalized, sustainable offerings, and partnerships with charities.
1. Post content about sustainability on social media
Over time, clients have become more interested in products that are good for the environment. Organizations focusing on the environment seek creative ways to connect with these audiences.
For example, the sustainable fashion brand Rapanui made a catalog of products from sustainable materials like organically grown cotton, which is grown without harmful pesticides and fertilizers. Renewable energy is used to power the factories that make the company's products.
Hannah Rochell, the content lead at Teemill, said that content about Rapanui's efforts to be more environmentally friendly does better on social media than other content about the brand's products by more than 300% in reach and engagement. Rapanui's online store is run on Teemill.
2. Make personalized, long-lasting products
A big part of marketing is giving people what they want. In the past few years, personalized products have become more popular. The team at Rapanui made a custom design webpage where customers can make their products. The page is five times more likely to lead to a sale than other pages on the site.
Tom Marriott, the brand lead at Teemill, said, "Our most popular products are the ones that can be customized." "On-page SEO lets us know what people are looking for while browsing, and we're always making our design studio easier to use. This helps us find the right balance between traffic and conversion rate."
3. Make a deal with a charity
Organizations can also tie their actions to sales or promotions to help the environment. For example, Teemill and its charity partner Tree-Nation offer regular opportunities to plant trees on the weekends. Teemill stores can choose to tell their customers about the offer, and for every order, Tree-Nation will plant a tree.
The team at Teemill has found that online stores that promote "Buy One, Get One Tree" weekends see a 42% rise in traffic and a 25% increase in sales compared to a normal weekend.
Teemill's digital content officer, Sara Debreceni, said, "Customers want to find ways to shop more sustainably, and they like to know that their order is doing something good for the world." "Even though there's no discount, our tree-planting weekends are some of our most popular deals."
4. Make information about products easily available
Consumers are becoming more concerned about the environment, so they want to support firms that provide environmentally friendly items. It is not enough for organizations to include language about sustainability in their mission statements. Companies need to adopt ESG activities that are concrete and quantifiable, such as intending to minimize emissions of greenhouse gases and using organic materials to create their products. After that, marketing teams may share such acts with customers to establish credibility.
According to Marcel Hollerbach, chief innovation officer at Productsup, a platform for managing product information and information about products, sustainable product marketing has already grown increasingly important among companies such as Nike and Ikea. For instance, Nike came up with Nike Forward, a lightweight textile that attempts to lower the brand's carbon impact by 75% compared to standard knitted fabrics. This item is highlighted on the sustainability webpage that Nike maintains. In a similar vein, Ikea brags about the fact that sixty percent of its items are made from renewable resources.
5. Get certification from a third party
Customers will be more likely to see information on sustainable products if businesses employ certifications and verifications provided by a third party.
The B Corporation Certification is an independent and third-party environmental certification for for-profit businesses. Certified firms can use the B seal on their goods, which may help them attract and keep customers concerned about their environmental and societal impact.
According to Hollerbach, who works at Certified B, "rather than providing a list of sustainable practices on the product itself, a seal from Certified B visibly demonstrates a firm valuing sustainability."
6. Maintain openness and honesty about your supplier networks
Care for employees and the environment should be an organization's first priority if it intends to invest in a sustainable supply chain. Socially aware consumers desire more transparency on the social practices inside businesses' supply chains.
Several major businesses have recently introduced tracking systems in response to the growing need for openness in the supply chain. Consumers may, for instance, find out where Nike makes its goods, the number of employees employed in each facility, the average age of those workers, and the percentage of workers who are migrant laborers by using Nike's Manufacturing Map. Similarly, the "Our Footprint" section on Patagonia's website educates visitors about the company's manufacturing process and its product materials, environmental initiatives, and social responsibility initiatives.
7. Invest in community
The healthcare sector is devoting a growing amount of research into how community activities may enhance patient health outcomes and lower the risk of burnout among healthcare professionals. In addition, community offers have the potential to assist providers in increasing the visibility of their brand.
Open Source Wellness, a charity, partners with healthcare providers to produce community events featuring nutritious meals, mindfulness and movement activities, and small-group health counseling. The initiatives enhance consumers' health and healthcare provider experiences.
. The organization's study showed individuals decreased their blood pressure by 20 points and despair and anxiety by over 40%.
Local events have enabled Open Source Wellness cultivate customer connections and brand ambassadors who spread the message. Healthcare Services Agency of Alameda County, Recipe4Health, and Kaiser Permanente have promoted it.
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