Sustainability marketing has become a very hot topic in today’s world. This basically involves aligning your marketing campaigns with the green movement. Numerous books and articles have been written about how organizations and companies can go green. Simply saying that your business has gone green is not enough. Strategies must be developed, processes altered, employees convinced and plans implemented. But firstly you’ll need to ensure that your sustainability marketing plans fit within your overall marketing budget.
Here are some tips on how your business can make the most of sustainable marketing:
See also: How To Go Green at Work
1. Start with the employees
Before you can start telling the whole world that you are ‘green’, you should sell the idea to your main partners and employees. They must embrace the concept for your marketing campaign to work well. One of the best ways of doing this is by having sustainability as one of the core values of your organization. This should be evident in your operations and activities. For instance, if your company owns vehicles, you could switch to eco-friendly cars. You could also encourage recycling around the office.
2. Go paperless or use recyclable paper
If you send paper newsletters to customers, you could consider switching to an email marketing service. This will not only save you money, but it will also prevent environmental damage. In addition, email marketing services allow you to monitor how recipients interact with your newsletters. If you need to print marketing material, such as flyers and business cards, be sure to use recyclable paper.
3. Apply for green insignias
To emphasize your organization’s commitment to sustainability, you could apply for green logos, seals or any other symbol which will signify your core value. Such insignias can then be displayed on your marketing material, business cards, packaging, signage or website. Alternatively, you could have the statement ‘This paper is recyclable’ on the backside of all your printed material.
4. Invest locally
Sustainability marketing should involve using and promoting local resources. Using locally sourced products allows you to save on the cost of shipping from overseas, while at the same time reduces your carbon footprint. In addition, investing in your community will help you to win favor with your customers and prospects. This is likely to result in more sales for your business.
5. Buy ‘green’ products only
Make sure all the products used in your company are eco-friendly. For instance, instead of buying water in disposable bottles, order reusable water bottles. This will not only reduce the amount of plastic waste, but will also give a favorable impression of your organization to employees, customers and partners.
6. Donate to the right causes
‘Put your money where your mouth is’ goes the saying, which is very true when it comes to sustainable marketing. As part of your corporate social responsibility (CSR), you should make donations to causes which are environment-friendly. This could be supporting local farmers or initiatives such as tree planting. You could also support groups which are fighting practices which are detrimental to the environment such as poor waste disposal.
See also: 8 Simple Ways to ‘Go Green’ at Work
What other strategies has your business used for sustainability marketing? Share with us in the comments section below.