This post was originally published on November 11, 2021 and published on May 6, 2023.
Information in this blog post was obtained from the Forbes, Listen First Media, and Sustainable Brands.
33% of consumers consider brands as being responsible for the environment, sustainable marketing is not just about your products, it is about your brand’s strategy and image. Now more than ever consumers are concerned about the impact their favorite products and services are having on the planet. Many companies are pledging to reduce their carbon footprint and make improvements upon other sustainability initiatives, some are household names, such as Apple, Dell, Amazon, and Google.
According to Forbes recent reports from companies, such as Alfac, 77% of customers are more willing to purchase from a company that is environmentally aware, and taking the steps needed to protect the Earth. But it is not just consumers that are more willing to support a brand, investors also want to make sure they are putting their money into brands that are taking the initiative. By letting both your current customers, and your target market be aware of the movements in sustainability your brand is taking, you can draw them into what your company is selling.
What can your company do to show your consumers that your brand is environmentally sustainable? How can you use this to help promote your company’s image? Here are some ways that you can use sustainability to promote your brand on social media.
Sharing Your Goals Publicly
Part of taking your company in a sustainable direction is setting goals and benchmarks that hold your brand accountable. It is important to be as specific as possible about your goals so that your consumers are able to know exactly what your plans are for your company. Audiences are more drawn to to brands that are showing them that they are making conscious decision.
ListenFirst gives great insights as to what a successful sustainable brand looks like, by promoting their goals on their social media for all current and potential customers to see. Posting the brand's goals for sustainability increases the number of responses to the posts. Madewell was able to generate over 7,000 responses on a post about making an objective to make their packaging 100% sustainably sourced by 2025.
The Difference between Marketing Sustainably and Market Sustainability
While wanting to make it known to your consumers that you are trying to market responsibly, with the best interests of the planet in mind, there are different ways to do so. To market sustainably is to ensure all marketing processes are both low on the social and environmental impact. This is an inward practice that is focused on your own brand and your own company.
The meaning of market sustainability is a practice that brings about the help that society needs, promoting it through your company, so that maybe someday it can become the new norm. This is an outward practice, meant to show the benefits of what your company is doing in sustainability to the consumers, so they are aware of the environmental impact, or lack thereof.
Use the Brand's Platform as a Source of Positive Change
While social media marketing is done online, it has been considered a negative force in consumers’ everyday lives. By using your platform as a way to promote sustainable choices, it can become a source of positivity for your customers.
According to SustainableBrands sharing your goals and initiative can lead to positive changes not just within your own brand, but also within your respective industry as well. This provides an opportunity to address a global problem in the world's biggest global market, social media. These global movements can be monitored in real-time through the eyes of millions on social media.
For more information about being your own social media marketer, check out Cydney’s post here.
References
ListenFirst. 6 Ways To Market Sustainability On Social Media. (2020, December 8). ListenFirst. https://www.listenfirstmedia.com/blog-6-ways-to-market-sustainability-on-social-media/.
Leiderman, S. V. (2019, April 5). How to Promote Your Sustainability Story on Social Media as a B2B Company. Sustainable Brands. https://sustainablebrands.com/read/marketing-and-comms/how-to-promote-your-sustainability-story-on-social-media-as-a-b2b-company
Newman, D. (2020, July 24). How Leading Global Companies Are Using Sustainability As A Market Differentiator. Forbes. Retrieved May 5, 2023, from https://www.forbes.com/sites/danielnewman/2020/07/24/how-leading-global-companies-are-using-sustainability-as-a-market-differentiator/.
Kommentare