Five Ways to Further Your Sustainable Marketing Strategies 

Now more than ever, leading companies are realizing the importance of going green, as consumers and businesses increasingly move toward an eco-conscious lifestyle by purchasing products and services that reduce environmental impact.  According to a November 2018 report by The Nielson Company, almost three-quarters of consumers would change their consumption habits to reduce their environmental impact. Increasingly, companies are responding to this mindset by embracing sustainable marketing for more targeted outreach, increased sales and a positive corporate image.

Here are five simple ways a company can join the eco-friendly movement in 2020 through the use of sustainable marketing practices:

Implement green behaviors by going local

A company cannot just proclaim to be sustainable – it needs to demonstrate its commitment through verifiable actions. Begin by starting on the local level: do business with companies in communities near your company’s sites, and use resources grown (or raw materials produced) nearby. By investing in your community, you are saving on transport and shipping costs, thereby reducing your overall carbon footprint. At the same time, you’re also ensuring the local population has a continued source of income, which positions you as a good corporate citizen.

Utilize e-marketing

The use of email, social media, and other forms of digital marketing reduces paper consumption and associated waste and is, therefore, an effective way to uphold your new eco-friendly practices. Not only is it less expensive than print marketing and advertising, but digital marketing has been proven to be more effective. Although some marketing collateral such as business cards, pamphlets and catalogs must be printed, the use of environmentally-sustainable seed paper or low VOC ink, are green alternatives to traditional printing materials.

Pursue “eco-certification” 

Taking the initiative to implement a green marketing plan is a big step toward winning consumers over. However, it is just as important to keep all key stakeholders up-to-date when executing new eco-friendly processes and strategies that address prior oversights. This is an important way to demonstrate your new environmentally-friendly commitment. Consumers are more likely to notice an eco-friendly company whose green efforts are independently verified. This is the essence of eco-certification: when a governmental, non-governmental or industry consortium tests or verifies that a certain more sustainable practice has been followed in the production of a product or service.

Enlisting a reputable third-party to validate and certify your results before self-proclaiming the eco-friendliness of your own products or services will engender trust by providing credibility with stakeholders, which will go a long way toward establishing and sustaining your eco-friendly promise. Above all, avoid “greenwashing,” or making misleading and unsubstantiated claims about the environmental friendliness of your product(s), which can prove to be extremely damaging to the reputation of your company.

Incorporate reusable promotional products into your marketing campaigns 

Target the majority of green-conscious consumers by manufacturing or sourcing eco-friendly promotional products as part of your overall marketing strategy. Although this approach may seem costly at first, the appearance of your logo on reusable products such as water bottles, bags and straws will serve as a continuous reminder of your environmentally friendly commitment because the use of these reusable alternatives results in less trash for landfills.

Focus on educating consumers about your green commitment 

Educate stakeholders on your purpose and the story behind your green transition with a strategic public relations campaign. Be sure to enlist the assistance of a public relations firm with relevant green experience, including a track record of working on successful campaigns that focus on sustainable practices. Focus on highlighting the reasons your company and products or services are better, eco-friendly choices. Create green goals and plans and then announce your accomplishments via press releases or social media.

In closing, the adoption of sustainable marketing initiatives can help your company demonstrate its commitment to the preservation of our planet. Any effort your company makes toward embracing eco-friendly marketing – large or small – will have a positive effect on the environment, product sales, and your company’s brand image. Which of these green marketing initiatives will your company add to its 2020 strategy?