More and more consumers are recognizing the importance of connecting with and supporting brands that share their beliefs. By examining opportunities in their marketing strategies, business owners are constantly looking for new ways to connect with their current and potential customers. One of these possibilities emerges from a growing consumer value: sustainability.
Consumer demand for sustainability is expanding across the board in businesses. It’s shaping their buying behaviors, influencing who they choose to invest in services with, and impacting their overall lifestyle choices. Because customers place such a high value on sustainability, it’s equally important to incorporate it in your marketing strategy.
Here’s three reasons why sustainability should be a part of your digital marketing plan and how businesses can integrate sustainability efforts into their marketing.
1. Sustainability Saves the Planet
Sustainability refers to your company’s eco-friendly activities, brand values, and products/services. Incorporating sustainability into your digital marketing will have obvious environmental benefits such as reducing carbon emissions, lowering energy use, and eliminating pollutants.
The goal of sustainability is to ensure our planet’s long-term viability. Implementing eco-friendly techniques such as utilising digital platforms for marketing, choosing virtual events over in-person events, or using sustainable packaging is an excellent way to make sure that your sustainability efforts are felt throughout your organisation.
2. Younger Consumers are more likely to buy sustainable products
Because the younger generation makes up the majority of today’s consumer base, businesses are utilising digital marketing methods that promote sustainability. Millennials and Gen Zers are at the forefront of the sustainability movement, and they have no intention of backing down from their commitment to a greener world. By incorporating sustainability into your marketing, you can ensure that you are reaching out to a vast number of potential clients.
Furthermore, not only do the younger generations make up a significant portion of today’s consumers, but they also make up a significant portion of the labour. Environmental activism, social responsibility, and philanthropic endeavours are factors that the younger generation considers when deciding whether or not to work for or support a company. To attract members of this generation either to your workforce or your customer base, you’ll need to prioritise social concerns, environmental protection, and sustainable principles in all you do.
3. Sustainability Increases the Longevity of Your Business
Your ability to connect with current and potential customers through shared values and your ability to provide solutions to their pressing needs will determine the longevity of your business.
Consumers are increasingly demanding sustainability as a requirement of the brands they choose to invest in. Sustainability should be a part of your marketing strategy because it will help you establish a loyal customer base.
Incorporating sustainability practices and principles into your brand demonstrates that you’re paying attention to your customers’ changing wants and values. Loyal customers are essential to building a long-term business so make it a priority to stay on top of your consumers’ changing demands and ideals.
How to Include Sustainability in Your Digital Marketing Strategy
Be transparent and upfront about your sustainability efforts and how far you’ve come. In your marketing communications, you should be clear about your initiatives and share where you are on your route to your overall environmental and social goals whenever possible. Establish that sustainability is a top priority for your business by consistently and genuinely talking about its role in your business.
Shift your marketing plan to one that focuses on digital channels such as social media, email marketing, live-streaming platforms, and any other applicable digital channels. Digital marketing lessens carbon footprint and reduces traditional marketing strategies that are harmful to the environment At the end of every marketing communication, offer consumers a means to contact you that demonstrates your sustainability efforts at the conclusion of every marketing communication, such as booking a virtual consultation, connecting with you on social media, or attending one of your virtual events.
Start by transitioning to a digital-focused marketing strategy, leveraging your branding and packaging to promote your sustainability efforts, and sharing updates on your environmental and social goals on a regular basis if you want to successfully include sustainability into your marketing.
If you’re interested in discussing your current digital marketing strategy and how you can start to improve your digital marketing, we invite you to schedule a FREE 30-min consultation with one of our Social Geeks.