Sustainable marketing: why it is important to adopt this strategy

[muskanislam25]

Climate disasters and climate and temperature discrepancies have increasingly highlighted the urgency of sustainable measures. According to the World Meteorological Organization, the last six years have been the hottest on record since 1880.

This has been reflected in consumer behavior. A recent study conducted by the São Paulo Supermarket Association (APAS) showed that 95% of Brazilians prioritize products and services from companies that invest in sustainable practices.

In addition to the product or service itself being sustainable, it is important that marketing is aligned with this value. Sustainable marketing is the concept that encompasses this orientation.

What is sustainable marketing?
Sustainable marketing consists of a set of strategies to promote actions, products and services with low environmental impact, associating a company's image with sustainability and concern for the environment.

Understanding the principles of this method is extremely belarus whatsapp data important for entrepreneurs who want to avoid greenwashing, as the manipulation of information to make the customer believe that a brand is committed to sustainability is called – when in fact it is not.

What are the principles of sustainable marketing?
Consumer focus
Sustainable marketing is much more about the customer than the brand. This is because the goal is to help the customer create a sustainable lifestyle. The storytelling should focus on the consumer, not the company’s actions.

Creativity
A brand only stands out when it has real differences. If a product or service already exists, the idea is for the company to renew it, transforming it into a solution to an environmental problem. Being creative is the best way to stand out amid the same old stuff.

Transparency
The new generation cannot connect with brands they are suspicious of. Sustainable marketing must be based on complete transparency. To achieve this, real figures about the company's actions and details about the entire production process must be presented.

How to put sustainable marketing into practice?

Green marketing
Green marketing is very similar to sustainable marketing. The big difference between the two is that green marketing is much more focused on actions aimed at nature itself and the development of ecological awareness. One example is the implementation of solar energy panels for a company as a source of electricity and its promotion.

Production
It is extremely important not only to think about advertising strategies, but also to create products with truly sustainable raw materials. Saving water and treating waste during production are also alternatives to be considered.

Distribution
Customers will pay attention to the quantity and material of packaging, the lighting used inside the stores and the fuel used until the product or service reaches them. Therefore, it is necessary to apply sustainable measures in this area as well.

Disclosure
Finally, the promotion of the service or product must have the least possible environmental impact. Conscious companies use social media to their advantage so that they don't have to use paper brochures.