SUSTAINABILITY MARKETING STRATEGY

If you want to become a purpose-driven business, there are three key elements of sustainability. At least one of them should resonate with you as a business. Making the right choices will help you avoid greenwashing and create your brand purpose. 

Sustainability actually covers three key areas:

Carbon Reduction - the simplest way to address the climate crisis is to reduce the amount of carbon emissions we are putting into the atmosphere. Once your business has identified carbon reductions relevant to your industry, you will want to communicate those achievements.

Protect the Natural World - in recent decades we have used natural resources from all parts of the world as if they were free. These resources are not finite and are part of an overall ecosystem of flora, fauna and people which are all connected. Talking about how you are reducing your impact on the natural world through initiatives such as eliminating single-use plastic or offering a repair or recycling scheme are appealing to audiences.

People Matter – we live in a world where people care. There is a rising awareness of the people who produce the goods we consume and a desire to create a fairer, more equal world. If your brand is part of this transformation, it builds trust and loyalty. It also attracts and retains talent for your company – a critical business challenge today.

These three areas offer a new resource of rich and unique content to engage with your audiences. They appeal to their day-to-day needs of saving money and reducing waste. They also engage with their emotions: that human connection with nature, wanting to create a better future for our children and our grandchildren, looking for brands to trust and be inspired by.