“Sustainability” is a concept that is gaining more and more ground in the business world. According to a study , in Chile 78% of companies are interested in promoting it, while 84% want to increase investment in this area, making us one of the countries in the region most interested in investing in sustainability.
As a result, the term “sustainable marketing” has been gaining visibility. But, contrary to what you might imagine, this does not mean “dressing up in green” to reach a specific audience. Sustainable marketing is much more than that and at Cebra we tell you about it.
What is sustainable marketing?
According to political scientist Donald A. Fuller, the concept of sustainability applied to marketing corresponds to the “process of planning, implementing and controlling the development, pricing, promotion and distribution of products in such a way that it satisfies the following three criteria: satisfaction of customer needs, achievement of company objectives and compatibility of the process with the ecosystem.”
In this way, sustainable marketing could be defined as marketing focused on social or ecological aspects and which seeks to address the “3Ps”:
- People (social dimension): Without people, there el salvador phone number list would be no consumers, no needs to satisfy. That is why, as a company, you must know how to take care of this asset.
- Planet (planet or environmental dimension): The impact that companies have on the environment is usually the most difficult to reduce, which is why it is important to pay attention to this.
- Profit (economic benefit or dimension): Just as people are essential for the existence of a business, so is economic benefit. If you want to continue doing a good job as a company, you need to make a profit.
However, as we already told you, this type of marketing does what features to expect not sell sustainability, but rather uses it, both in practice and in the development of the product it offers.
Sustainable marketing is not just a concept, but companies that embrace it must have a committed view of the environment and society. This translates into actions that demonstrate impact and attract loyal consumers from a specific niche. In addition to the positioning of your brand, product or service.
Marketing and sustainability strategy
The first thing you need to know is that it will future of advertising be impossible to do sustainable marketing if your organization does not have management, logistics and coherence in accordance with the service and its impact. With this in mind, let’s look at some steps to start implementing your strategy.
- Define your product or brand. It is important to know what you are offering and what characteristics make it ecological, sustainable, or socially impactful.
- Determine what you stand for. On your website, social media, and platforms visible to users, you must show what you are standing for with your brand or product. And in that showing, we also invite you to demonstrate. Finally, transparency will always be crucial.
- Determine who your audience is. By knowing your target audience, thailand data you can define how to present your product, taking into account their interests and needs.
- Use digital channels. You have a variety of platforms and media that you can use to communicate about the environmental and social benefits of your company, brand or product.
- Measure your impact. Ultimately, what is measured cannot be improved. Sustainability is not a point to reach and stop at, but rather a horizon of constant search to expand the impact and reach of your service. If you establish clear metrics and periodically review them, you will not only be able to focus your efforts on multiplying the well-being you offer, but it will also allow you to have data and facts with which to keep the new audience community you create informed.
What are the advantages of social or sustainable impact marketing?
If you haven’t yet tried sustainable marketing, you may not see the point. However, it can have more benefits than you might imagine. Here are some of them:
1. Competitive advantage:
If you show and demonstrate that you are a socially responsible company, you will automatically project a good image. Currently, consumers are preferring products aligned with these values not only because of the positive impact on the environment and people, but also because these can have positive effects on health or the resilience of communities in the face of the challenges caused by the climate crisis.
This advantage also translates into future of advertising relevance among your own competitors. Many companies and organizations seek to establish strategic alliances for shared development with institutions that promote impact. In this way, the growth of your business opens up to new opportunities.
2. Reduce costs:
Sustainability also involves saving resources in the short and long term. In the immediate sense, because recycling, the circular economy and the use of digital platforms are prioritized over physical instruments, which benefits the structure of direct operating costs.
While it also lowers costs over time, as the world is turning towards a green economy of social welfare, where new opportunities are opening up, but also others are closing: it is already a reality that investment funds are shifting towards this type of business, while taxes are rising for organizations or products that do not contribute to the global crisis. That is, from now on, it will only cost you more money from collection or loss of opportunities, not having a sustainable or ecological model.