People say that there’s nothing altruistic about marketing. After all, we’re all about getting people to be materialistic and buy stuff, right? Well, that sentiment couldn’t be further than the truth.
For every ad that tells you to buy a fancy new car, there’s a piece of moving content that calls on its audience to make a difference to the world. These are examples where ‘good’ messages could stand to use some good marketing to be heard.
Then there are the more commercial brands that successfully position themselves as ‘sustainable commerce leaders’. Such as Patagonia, which had a long-standing commitment to environmental stewardship, having contributed $140 million to environmental preservation and restoration efforts since 1985, through its 1% for the Planet pledge. They are actively working towards becoming completely carbon neutral by 2025.
However, numerous brands have stumbled in their attempts to capitalise on the growing demand for sustainability. These missteps have fueled the concept of ‘greenwashing,’ a deceptive marketing tactic where companies exaggerate or falsely claim that their products or operations are environmentally friendly. Take for example, Volkswagen. While publicly promoting its vehicles as low-emission and eco-friendly, they were actually equipped with a “defeat device” that allowed them to cheat on emissions tests. This deception resulted in vehicles emitting up to 40 times the permissible limit of nitrogen oxide pollutants.
So don’t make erroneous claims about the ‘green-ness’ of your products, try to do something in the name of climate change, and you’re fine?
Charlie Thompson, Director of Commercial Reach and Influence at the Cambridge Institute for Sustainability Leadership (CISL), holds marketers to a higher standard. She posits that sustainable marketing goes beyond simply promoting “green” products. It necessitates a fundamental transformation of marketing practices, aligning them with a sustainable future.
This involves redefining the purpose of marketing, prioritising societal impact over profit maximisation, and leveraging creativity to drive positive change. Marketers must consider the implications of their actions, minimising environmental impact, shaping consumer values towards sustainability, and ensuring honest and transparent communication. By embracing these principles, marketers can harness their influence to create a more sustainable and equitable world.
A tall order. What then are the strategies a brand needs to market themselves as sustainability champions?
We live in an informed and savvy world, and audiences can easily sniff out if you are being disingenuous. So here are some broad considerations to factor in your marketing strategy:
Embrace Transparency and Authenticity
Start from within. Make fully sure you are what you say. That way, you can build trust with consumers when you are being honest and transparent about your environmental and social commitments. Avoid vague or misleading claims and provide clear, verifiable evidence to support your sustainability claims. Showcase your genuine efforts to minimise your environmental footprint and contribute to a better future.
Prioritise Impact Over Profit
With environmentalists raging against the corporate machine, greed is never a good look for your brand. Shift the focus from maximising short-term gains to creating long-term value for both the business and society. This involves considering the environmental and social impact of marketing campaigns across the entire value chain, from sourcing and production to distribution and consumption.
Leverage Creativity for Positive Change
Go beyond traditional advertising to engage consumers in meaningful ways. Use storytelling, experiential marketing, and innovative campaigns to raise awareness about environmental issues, inspire action, and empower consumers to make sustainable choices. Partner with like-minded organisations and influencers to amplify your message and drive collective impact.
And of course, having an advertising agency that’s committed to understanding your brand DNA and communicating it to the world with great effect is crucial. That’s why we have…
I Concept Singapore – The Right Agency to Deliver Your Message
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Plus, with the support of government initiatives like the Enterprise Development Grant and Productivity Solutions Grant (PSG), businesses can access funding to invest in innovative marketing campaigns. Apply for the PSG now to kickstart your digital marketing journey with I Concept.
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