Have you ever heard of sustainable marketing? This is a concept that is gaining more and more ground in the business world and can bring many benefits to companies that adopt it.
But what is strategy anyway, what are its objectives, its importance and how can you apply it in your company? That's what we're going to explain in this article, follow along!
What is sustainable marketing?
Sustainable marketing is a way of planning and executing a company's marketing actions, taking into account not only economic interests, but also social and environmental ones.
In other words, it's a way of promoting products or services that are beneficial to society and the environment, as well as generating profit for the company.
The concept arose from awareness of the negative impacts that unbridled consumption and mass production can have on the planet and on people.
As a result, companies have started to look for ways to differentiate themselves in the market, offering solutions that meet the needs of consumers but also contribute to preserving natural resources and improving the quality of life of communities.
Sustainable marketing is based on a few principles that guide its actions:
- Customer focus: companies must know their customers' needs, desires and expectations, offering solutions that satisfy these requirements and also generate value for them.
- Innovation: the constant search for new ways to create and deliver value for customers, using technologies, processes and materials that are more sustainable and effective.
- Communication: brands must clearly and consistently communicate the benefits of their products or services to customers, highlighting their sustainable and differentiating attributes.
- Social responsibility: creating value for society, generating benefits for the communities where the company operates, respecting human rights, the law and ethical values.
The importance of sustainable marketing
According to a Nielsen survey, 81% consumers say that it is extremely or very important for companies to implement programs to improve the environment. In addition, 73% of consumers say they would change their consumption habits to reduce their environmental impact.
These figures show the importance of sustainable marketing, a practice that is increasingly becoming part of companies' processes. A strategy is particularly advantageous for brands, consumers and society in general. Understand the main reasons:
For companies
- It builds a positive image and a solid reputation in the market, increasing customer trust and loyalty;
- It helps you differentiate yourself from the competition and create a sustainable competitive advantage by offering unique, quality products or services;
- It reduces costs and increases operational efficiency, using resources more rationally and optimally;
- It attracts and retains talent, creating a more motivating and engaging work environment;
- It helps to comply with environmental and social laws and regulations, avoiding fines, sanctions or legal proceedings.
For consumers
- Sustainable marketing satisfies their needs and expectations by offering products or services that meet their criteria of quality, price and convenience;
- It allows you to express your values and identity by choosing products or services that reflect your ethical and moral principles;
- Help contribute to a greater cause by participating in a collective movement for sustainability and social well-being.
For society
- It helps preserve the environment by reducing the negative impacts of human activity on ecosystems and natural resources;
- It promotes social development, improving the living conditions of local and global communities;
- It encourages awareness and education, disseminating information and knowledge about sustainability and responsible consumption.
How can you apply sustainable marketing in your company?
To apply sustainable marketing in your company, you need to adapt the 4Ps of marketing (product, price, place and promotion) to today's socio-environmental concepts. Here's how:
Product
Develop products or services that are sustainable throughout their life cycle, from the extraction of natural resources to their final disposal.
This means using recycled, biodegradable or renewable raw materials and reducing energy and water consumption. It also involves avoiding the use of toxic or harmful substances and facilitating recycling or reuse after the useful life of products, among other measures.
Price
In sustainable marketing, the price must be fair and affordable for customers. But it must also reflect the environmental and social costs involved in production and distribution.
A great marketing tip to encourage the consumption of sustainable products or services is to offer benefits or incentives to customers who opt for these solutions.
You can, for example, offer discounts, gifts, loyalty points, donations to social causes, among other incentives to arouse consumer interest in your solution.
Square
Bringing social and environmental concepts to the market means choosing efficient and sustainable distribution channels that minimize the environmental and social impacts of delivering products or services to customers.
But how to do this? In this case, some choices can be considered great paths towards sustainability.
You can start by using less polluting means of transport or using renewable energy sources. You can also optimize routes and stocks, reduce packaging or use recyclable or returnable packaging, among other measures.
Promotion
Promotion refers to the ways in which the product is communicated and publicized.
In sustainable marketing, the concept is related to the development of communication strategies that are transparent and ethical, as well as the use of channels that are consistent with your message and your target audience, such as social networks, blogs, websites, email marketing, podcasts, among others.
After all, there's no point in a company calling itself sustainable and spreading printed leaflets around. Or making false promises or misleading advertising about its "sustainable" product.
Conclusion
Sustainable marketing is a trend is here to stay. Companies that adopt this practice will be able to stand out in the market, generate value for their customers, for society and for the environment.
In addition, they will be able to gain competitive advantages such as differentiation, loyalty, recognition, profitability and sustainability.
If you liked this article, don't forget to read our other content on CMLO&CO blog. Here you'll find tips, information and news about the world of marketing and advertising for your business. See you next time!
