Sustainable marketing is often misunderstood as simply promoting eco-friendly products and services, but it actually encompasses a broader role in driving businesses and society towards a commitment to social responsibility, whilst at the same time building the reputation of the brand.
Sustainability is not just about the environment.
Historically, marketing departments have included sustainability and CSR (Corporate Social Responsibility) messages in their campaigns, be it new products, services, or environmental and community projects. This has often been driven by the need to generate positive marketing campaigns, rather than a genuine commitment to creating a sustainable business.
In a recent article Director, Commercial Reach & Influence at Cambridge Institute for Sustainability Leadership (CISL), Charlie Thompson, discussed Sustainable Marketing last year and raised the point that it is not just about promoting sustainability-orientated products and services. You can read more here: What is Sustainable Marketing?
To become a truly sustainable business, there are several key areas that need to be considered including:
• The environmental impact of your business and your supply chain
• The long-term sustainability of your supply chain
• The ability to recruit and keep staff in the long term
• The ability to generate sales leads and win new business in the long term
If a business has considered these areas and has developed and implemented a strategy to achieve them, they can begin to talk about being genuinely sustainable.
If there is a genuine sustainability strategy in place, a business should then consider producing an annual “Impact Report” that demonstrates how they are changing their impact from a negative one to a positive one.
With this information, the marketing team then has a treasure chest of positive messages to use in their campaigns and will not be at risk of being accused of green or social washing.
Sustainable Marketing is fundamentally about managing the reputation of your business and brand. If you get it right and back it up with a genuine business strategy, the results will be tangible. However, if it is not supported by a genuine business approach, you will be found out and the damage to the business reputation will be severe.
To find out how to develop and use sustainability in your marketing email us at owen@ewo.uk.com
44 responses to “Sustainable Marketing – What Does it Mean and How Does it Benefit a Business? ”
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