Sustainability as a core marketing principle, ET BrandEquity

In today's marketing environment, consumers are increasingly purpose-driven and sustainability-focused, and businesses must respond to this rise in conscious consumerism. Embracing sustainability as a core principle will help brands redefine marketing and create positive ripples throughout the value chain.

According to a recent report from First Insight, consumers prefer to buy from sustainable brands, with an astonishing 73% willing to pay more for sustainable products. Furthermore, young consumers are most likely to base their purchase decisions on personal, social, and environmental values.

They are the driving force behind this change and are vocal about choosing brands that align with their values. Brands that prioritize sustainability not only attract ethically conscious consumers, but also future-proof their businesses.

Think beyond greenwashing

Not long ago, a giant oil company launched one of the most ethically dubious yet effective marketing campaigns in recent history to shift the blame for “climate change” from itself and other large corporations to “individuals.” executed. Big advertising agencies have spent millions of dollars devising a simple and seemingly uncontroversial “solution.” Thus, the term “carbon footprint” was coined and the spotlight was taken away from “big oil” companies and their contribution to the climate crisis. The term has quickly become popular and has become a core aspect of the story of sustainable development as we understand it today.

Given this, can companies afford to continue taking the path of least resistance and shift blame, or move beyond unsubstantiated claims about their sustainability efforts to demonstrate a true commitment to the cause? The question arises as to whether it should be done.

Today's consumers are savvy, research-minded, and can recognize fakes and greenwashing from a mile away. According to recent data from Stackla (via SocialMediaToday), 90% of customers cite authenticity as a key factor in deciding which brands they prefer and support. They want businesses to support issues they care about. Brands can't afford to ignore these expectations and lose customers. To build long-term success, brands must understand and respond to consumers' evolving expectations.

Innovation and differentiation:

Do more than expected! Embracing sustainability doesn't just mean doing a few good things, it means unlocking innovation and differentiation. From eco-friendly packaging solutions to products made from recycled materials, investments in e-waste management and the circular economy are stimulating new ways to improve product lifecycles and reduce environmental impact. can. Because this is the success story that consumers want to hear. This provides a competitive advantage in a market that increasingly demands sustainable alternatives.

get creative

Consumers resonate with authentic stories told creatively. When dealing with questions of ethics and the fate of the planet, the old saying rings true: “Those who do not learn from history are doomed to repeat it.” Customers need to believe that companies are not just responding to changing market dynamics, as sustainability is mainstream today.

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

This requires implementing effective marketing strategies that put customers at the center of the story and help them share how they are positively impacting the environment and empowering their communities. After all, who wouldn’t want to be the hero of their sustainability journey?

A real call to action through collaboration:

Collaboration is key to achieving true sustainability. Businesses need to invest in partners who can make a real impact and expand their reach, whether partnering with NGOs, social enterprises, governments, or other like-minded brands. These collaborations can lead to innovative solutions and spread the message of sustainability to a wider audience.

Suffice it to say that sustainable marketing is an ongoing effort, not a one-time initiative. By continually evolving their approach, staying 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 who lives on it. can.