Blake Zimmerman Houston on Leveraging Sustainability in Marketing Strategy

7/6/22, 4:00 PM

Leveraging Sustainability in Marketing Strategy - Blake Zimmerman Houston | Power & Renewable Energy

Leveraging Sustainability in Marketing Strategy

by Blake Zimmerman Houston | Jul 6, 2022 | Blake Zimmerman, Renewable Energy

In 2018, a study revealed that 63% of consumers prefer to shop from brands that are purpose-driven. This sentiment has continued to grow. A 2020 study conducted by IBM revealed that over half of consumers are willing to make changes in their shopping habits to be more eco-friendly. The study also found that over 80% of respondents consider sustainability an important factor when it comes to their decisions. In order to appeal to a growing socially-conscious audience, a brand should consider using sustainable marketing.

This article will explore the various steps involved in this strategy.

Have a Clear Purpose Most companies judge their success based on the numbers. For instance, if a brand has a lot of revenue, then it is more likely to be successful. However, by having a clear purpose, sustainability can help brands evaluate themselves more positively. As a brand, you have to think beyond your products and services and reach beyond a certain industry. Before you start thinking about your brand’s social mission, make sure that it has a clear definition. For instance, if you are a women’s fashion brand, then it is important that you have a mission that focuses on improving the lives of women.

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7/6/22, 4:00 PM

Leveraging Sustainability in Marketing Strategy - Blake Zimmerman Houston | Power & Renewable Energy

One of the most common mistakes that brands make is focusing on immediate returns.

Instead, they should consider long-term goals and strategies. For instance, blogging and Google Ads can help generate leads. After a lead has made a purchase, how will they convert into a repeat customer? In addition to generating leads, building loyal customers is also important. The goal of sustainable marketing is to help build a loyal customer base during the entire buying journey. One of the most effective ways to do this is by educating your audience about your brand. For instance, if a food brand wants to educate its audience about the importance of sustainable farming, then it can use social media to promote its products.

Offer Eco-Friendly Products One of the best ways to promote your company’s sustainability is by making products that are made from sustainable materials. These products can help minimize the amount of landfill waste that goes into the environment. For instance, Nike’s products are made from at least 20% recycled content. When a customer purchases a pair of Nike shoes, they are reminded of the company’s commitment to the environment.

Focus on the Customer Although it is important to be focused on the consumer, sometimes it is also important to consider marketing beyond the consumer. In traditional marketing, a brand tries to push a product or service to a specific consumer. However, with consumer-oriented marketing, it is more about understanding the needs of the customers. One of the most effective ways to reach out to your audience is by asking them what they want from your company. For instance, if a customer wants to know more about your sourcing practices, then you can use that information to launch a campaign. One of the most effective ways to keep your customers engaged is by developing new strategies. Despite the importance of innovation, it doesn’t always have to be a big deal to get it done. Instead, it can be done in small increments. One of the most important factors that you should consider is how you will be able to remain relevant to your audience.

Share Specifics About Your Efforts The FTC has regulations that prevent companies from making misleading claims about their products’ sustainability efforts. For instance, if a company claims that its products are made from sustainable materials, then it has to provide data supporting the claim. When it comes to promoting your company’s sustainability efforts, it is important that you have specific details about how you are doing it. For instance, if you claim that your product is non-toxic, then you should provide data that shows that it is safe for the environment and people. Doing so will prevent you from misleading people into thinking that your products are made with sustainable materials.

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