In April 2021, the UN’s Intergovernmental Panel on Climate Change issued a new report outlining the challenging task that nations face in reducing global emissions sufficiently to avoid the worst effects of climate change.
Given the urgency of the matter, consumers are more conscious of purchasing decisions, and how their choices impact the planet, directly or indirectly.
The increasing interest in sustainability has made industries realize that business as usual may not be the best idea. And companies that are determined to change for the better are also getting into sustainable marketing.
It may sound like a gimmicky term, but there’s more to it.
Let’s dive in.
What is sustainable marketing?
Traditional marketing is generally concerned with sales growth, leads, conversion rates, return on ad spend, customer lifetime value, and so on.
Sustainable marketing, however, takes the four Ps of the marketing mix (product, price, place, and promotion) and creates strategies around them that not only turn a profit but also positively impact the environment and society.
In a nutshell, it’s a more socially responsible approach to marketing.
Why is it important?
People are now more socially aware than ever before. And they are more likely to associate with brands that align with their values.
As of 2020, 45% of consumers surveyed said they wanted to find brands that were sustainable or environmentally conscious. While 44%of consumers said they were interested in brands that supported recycling.
According to Forbes, 87% of customers will see a business more positively if it supports social or environmental issues.
And since we’re struggling with an environmental crisis, it’s time for businesses to act responsibly. It’s not only the right thing to do, people now demand it.
Your company can make this shift by creating sustainable marketing strategies. In the long run, you’ll gain loyal brand advocates.
Read more: How to Increase Customer Lifetime Value with Video
Now, when it comes to promotions and content marketing, video is on the rise. According to our survey, 63% of consumers said that video keeps brands top of mind!
So here are some ways that you could make video production more sustainable.
1. For in-house production
- Instead of traveling to far-flung destinations, shoot locally or hire a virtual production studio and bring the location to you.
- Hire local talent and pay a fair wage
- Reduce energy consumption by using energy-efficient equipment, such as low-energy lighting
- Get on-set recycling and solar generators to reduce your carbon footprint.
2. For outsourcing
- If you’re going to work with a remote video production agency, pick one that’s purpose-driven and prides itself on transparency.
- Find out if the organization is making efforts to be more sustainable. It’ll encourage more studios to think about their impact, and that’s a win overall.
Now let’s look at some brands that are all about sustainable marketing.
Examples of socially responsible brands and their sustainable marketing
Patagonia
At top of our list, we have one of the world’s most environmentally conscious brands.
Patagonia is a great example of how businesses can be radically responsible, make a positive change, and also be profitable.
The outdoor clothing company creates sustainable, durable clothing and aims to minimize its emissions, energy and water consumption, and waste.
It also encourages people and brands to shift their mindsets.
And the company is also mindful of the platforms it runs ads on. For instance, when Facebook (now Meta) came under fire for all kinds of despicable behavior, Patagonia set an example.
Patagonia stopped all paid advertising on Facebook platforms in June 2020 because they spread hate speech and misinformation about climate change and our democracy. We continue to stand by that boycott 16 months later.
— Patagonia (@patagonia) October 28, 2021
And when it comes to promos, the company does a great job of showing how their products are a better option for environmentally conscious people.
Seventh Generation
Seventh Generation sells eco-friendly household products and believes businesses can leave a positive impact on the planet. The company is set to become a zero-waste company by 2025. Here’s a snapshot of their commitments.
credits: Seventh Generation
The company uses biodegradable ingredients that come from plants and recyclable packaging. Each 23 oz. bottle of a detergent contains 66 loads of laundry (same as 100 oz. bottle from other brands) with 60% less plastic and 50% more water. It also introduced packaging made of steel which can be reused.
Lush cosmetics
Lush Cosmetics is well-known for its 100% vegetarian, ethical buying, cruelty-free, handcrafted, naked packaging products.
The company has strong sustainable and environmental ethics and communicates this with its promotion and advertising, as well.
The team at lush also does a great job of educating their audience while offering better alternatives. Here’s a short video about their hennas. It’s product innovation, marketing, and education all wrapped into one.
Fun fact: lush is also one of the first companies to combine makeup and environmental awareness. Around 95% of their products are recyclable.
Tentree
Tentree makes eco-friendly essentials from the world’s most sustainable materials and it plants ten trees for every item purchased.
The company’s mission is to give back to the environment by reforesting the Earth through the sale of eco-friendly women’s, men’s, and children’s clothing.
The materials used in production are organic cotton and tencel, while environmentally friendly packaging made of recycled materials is used.
On top of that, to reduce environmental impact, Tentree uses renewable energy in its supply chain.
The company has also kept everything transparent and audits its manufacturing process, too.
Numi organic tea
Numi organic tea is a sustainable company with an ethical, transparent, and traceable supply chain.
The company uses natural ingredients and no artificial flavorings for its tea. It is full-leaf tea that is pure, organic, ethically sourced, and hand-plucked.
Additionally, it also uses environmentally friendly packaging as part of its sustainability initiatives. It employs recyclable cartons made from post-consumer trash and biodegradable tea bags made of filter paper.
If you liked the animated bit of the video, it’s definitely something our video production team can do. Get in touch if you’d like to talk video! We’d love to help.
Want a video for your business?
Read more: How Can a Business Take Advantage of Video
In the examples, we saw how sustainability can be categorized into the four Ps of the marketing mix. We saw sustainable products, packaging, and even promotion.
Now let’s talk about some principles that strategists should keep in mind before going down the sustainable marketing route.
Conclusion
Today, many entrepreneurs want to incorporate sustainability into their businesses, and because of this, marketing practices have also shifted.
It’s one of the reasons why the triple bottom line approach to business is also gaining popularity.
Do you think you’ll be making sustainability a core part of your marketing strategy any time soon?
Connect with motioncue on LinkedIn and let us know your opinion.
Read more: An Introduction to Influencer Video Marketing for Businesses
