As a brand manager you should know where your customers hang out on social media . Regardless of the platform , post regularly , respond promptly when someone comments on your post , and engage with others ’ posts in meaningful ways rather than just pushing your own content and moving on .
rush to keep up in the sustainability race , remember that the company ’ s products must still add value to the consumer or the business will become unsustainable .
Sustainable Marketing Principle creative and cutting edge is the second important tenet . Adding value to the consumer means being forward-thinking . The company should make continuous improvements , such as incorporating more renewable materials or improving processes for energy efficiency . While the company wants to give customers and consumers what they want , to be innovative , the company needs to anticipate what the consumers ’ want in the near future before other companies do . As Henry Ford said : ‘ If I asked the public what they wanted , they would have said a faster horse .’
Customers doing sustainability shopping will want to understand how your company ’ s innovations compare to the competition ’ s . The company ’ s marketing content should address this , even if you do not mention the competitors by name . Regularly reading about sustainability trends and innovations in your industry and attending local , national and global conferences are great ways to stay current and learn from the top innovators in sustainability . As a result , the company ’ s content will show the organization as current , concerned and committed .
Find opportunities to get involved with initiatives , campaigns and movements to make valuable connections with likeminded people and spark your creativity as you prepare your sustainable marketing campaigns . When you know what the customers want and understand the ins and outs of the company ’ s innovations , the organization has a better idea of what to focus on when telling your sustainability story . Be sure to share your innovations and goals through inspiring email campaigns and SEO-rich content , such as blog posts , social media posts and web copy .
The third sustainable marketing principle is community and connection . Companies , activists , and disgruntled customers are pushing out digital content focused on sustainability in high volumes to the community-at-large through social media platforms , YouTube and more . If you haven ’ t joined the conversation , the time is now . If the yours is a B2C company , there is huge potential to reach thousands of people who may have never heard of your company brand . From sustainable footwear to ecofriendly laundry detergent to ethically sourced food , shoppers on Instagram are
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As a brand manager you should know where your customers hang out on social media . Regardless of the platform , post regularly , respond promptly when someone comments on your post , and engage with others ’ posts in meaningful ways rather than just pushing your own content and moving on .
looking for sustainable products in high volumes .
Additionally , as a brand manager you should know where your customers hang out on social media . For B2B businesses , LinkedIn can be a great way to feature what the company is doing in the sustainability race and position it as a thought leader . Regardless of the platform , post regularly , respond promptly when someone comments on your post , and engage with others ’ posts in meaningful ways rather than just pushing your own content and moving on .
The final sustainable marketing principle is cause-oriented . The company ’ s sustainable marketing content should both reflect the company brand and show passion for the cause . Even if the company is more traditional and buttoned-up , this is a time to let hair down just a bit . What does company care about ? How do you see your role and responsibilities in creating a more sustainable future ? If the company focus on sustainability efforts on what you genuinely care about , your content will be authentic and inspiring .
The company has to produce a physical product to join the sustainability movement . While a manufacturing business might clean up its production and create a line of sustainable products , a service-oriented company may donate a portion of its profits to a nonprofit organization that focuses on sustainability . The company needs to create content with the broader societal context in mind rather than just focusing on its products or production processes .
T last sustainable marketing principle is clarity . Communicate the company ’ s message often and listen to feedback . Respond to your customers ’ criticism and concerns . If you cannot meet their expectations due to logistical factors , offer clear explanations about your challenges in doing so and what you are doing to overcome those challenges .
Why is sustainable marketing important ?
Sustainable marketing can improve how organizations relate to the environment and their stakeholders . In turn , this strategy can help organizations increase brand loyalty , improve employee satisfaction , achieve compliance with regulations and increase profits .
Increases brand loyalty
Organizations that honestly engage in sustainable marketing can build brand loyalty with environmentally and socially conscious consumers . Brand loyalty is a commitment to a brand based on its perceived trustworthiness and values . If organizations successfully link their brand image to a larger environmental or social mission , such as the fight against climate change or discrimination , they could increase customer retention rates .
Customers that show loyalty to brands often make frequent purchases , even if competitors offer lower prices . Repeat business costs organizations less in advertising than new customer acquisition and can drive a significant portion of revenue .
Improves employee engagement
Just as consumers want to spend money with brands that share their values , employees want to feel the work they do has a positive effect . Honest sustainable marketing requires organizations to improve their ESG practices , which can make employees more engaged in their work . Employees that value sustainability may feel a sense of fulfillment if they work for organizations that prioritize ESG . Organizations can
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