Our clients report an increased interest in environmental protection and sustainability from decision makers.

The discussions around climate change and global warming has had a profound impact on consumer preferences and behaviour. It means that when companies adopt sustainable habits, it matters to others, and should therefore be highlighted.

Specifically:

• People are generally leaning towards companies whose practices and offerings align with their values.
• Younger generations in particular seem to be drawn to businesses that demonstrate ethical operations and care about the well-being of their customers and the future of the planet. 

Therefore, adopting sustainability across the board, is not only the right thing to do (and a legal requirement, in most countries), but can also provide a major competitive advantage to businesses in all industries. Our SME clients need to make changes and incorporate these into their messaging.

A report by McKinsey & Company reveals that 60% of consumers would happily pay more for products with sustainable packaging, while a broader study in collaboration with NielsenIQ found that products with ESG (Environmental, Social, and Governance) claims have a significantly higher growth rate than those without. 

The data leaves no room for doubt: going green is good not only for the environment but also for business.

However, sustainable actions can have little effect on a brand’s development if the public isn’t aware of them. If you want to fully capitalise on the advantages of prioritising social and environmental responsibility in your business, it’s essential to communicate your efforts effectively – and that’s where sustainable marketing comes into play. 

Invest in impactful solutions  

Before you talk the talk, you have to walk the walk. This means you should build your marketing strategy on real actions that make a notable difference, and not just try to create the image of being a sustainable company. You can’t promote yourself as a green business simply because you’ve planted a few trees and installed energy-efficient light bulbs. Making grand claims with little evidence to substantiate them will take you into greenwashing territory, which can ruin your company’s reputation. 

So, you have to focus on incorporating effective solutions and policies that match your specific needs and can truly help you become a sustainable enterprise. For example, if your processes are paper-heavy, consider switching to digital alternatives. If your company produces a lot of waste, using Miltek balers and compactors can help you optimise waste management and increase recycling rates considerably. Ensuring a sustainable supply chain and developing eco-conscious products is another way to lower your environmental impact.  

Be honest and transparent

With a solid sustainability foundation to stand on, you can move forward with your marketing plan, but make sure you do that in a transparent and open manner. As mentioned previously, any semblance or suspicion of greenwashing can cause irreparable damage to your company’s image, so this is to be avoided at all costs. 

Every sustainability-related claim you make has to be genuine and verifiable, so keep your communication clear and concise, avoiding language that can be vague or misleading. Inform the public about your sustainability goals and the measures you’re taking in that regard, so customers will know exactly where your company stands and not create false expectations about your environmental endeavours. You should also be open about the setbacks or challenges you’re facing, as audiences value honesty over a perfectly curated but inauthentic image.  

Share your sustainability journey with your audience   

Becoming a sustainable business is a continuous process, not just a series of one-time tasks that you can execute and then forget about. It’s a journey that requires constant labour and long-term commitment. So, what better way to showcase these efforts than to give people the possibility to peek behind the scenes and see for themselves what it takes to create a sustainable business?

Share stories about how your products/services are developed, emphasising the measures you’ve implemented to reduce your company’s carbon footprint, whether it’s embracing renewable energy, reducing the amount of waste you send to landfill, boosting recycling rates, using energy-efficient appliances and equipment, switching to recyclable, biodegradable, or reusable packaging, and so on. 

Leverage the power of social media 

Social media is not just a place where people can connect with each other or doom scroll into oblivion, but also a very powerful marketing tool. So, if you want to make sure your eco-friendly efforts won’t go unnoticed and your sustainability initiatives will reach the right audiences, you need to include social media marketing in your brand strategy. 

Create compelling content around sustainability and post it on popular platforms like Instagram and TikTok. Highlight your achievements by publishing stories about the green certifications you’ve received or the milestones you’ve reached. 

Encourage community engagement 

Preaching about sustainability perched on a pedestal is not the best way to promote yourself as a green company.

You need to be approachable and build a genuine relationship with your customers if you want to earn their trust, appreciation, and support. 

You can do that by creating initiatives that educate consumers about sustainability and encourage them to become active participants instead of simple spectators. Running campaigns that underscore the necessity of engaging in environmentally friendly activities and the impact these can make, or creating programs that offer different incentives, such as discounts or small prizes based on sustainable actions, are good examples in this respect. 

Track and share results 

The public will also want to know if you’ve been able to reach the sustainability goals you’ve set for your company, so keep them updated on how things are evolving. Measure and share your results through clear metrics and comprehensive reports, so people can see the real impact of your actions, not just the intentions behind them. Celebrate the progress you’ve made publicly and establish new goals for the future.  

Green marketing is a sure way to earn a spot in the limelight, as long as it’s based on genuine efforts and backed by transparency and accountability. Every step you take in this direction can bring notable benefits, but you need to be consistent and embrace sustainability wholeheartedly. You can see how we’ve made progress ourselves here. It takes time and effort, but will be hugely rewarding.