Why Market Sustainably?

Simply put, there are not enough planets to sustain current levels of consumption, particularly as the world’s population grows and competition for resources increases. Add to this the many social problems associated with excessive consumption, such as long-term ill-health and social inequality, and the issues are too great to ignore any longer.

Marketing has traditionally been seen as part of the problem, helping to create the many unsustainable habits we now need to change – but it can also be part of the solution, making new alternatives desirable and mainstream.

The market for ethical and sustainable products has grown significantly over the past ten years, and continues to increase, but the vast majority of consumers simply want to keep buying the products they know and love, safe in the knowledge that the companies making them will not do harm in their names. Mainstream businesses that develop and market more sustainable products and services can therefore tap into this demand, whilst increasing customer loyalty and trust. Conversely, those that merely use sustainability for ‘greenwash’ risk seriously damaging their reputations.

Product/Service Innovation

Using sustainability as a catalyst for the development of new or improved products and services can present hugely exciting opportunities for businesses. While it is clear that most consumers are not prepared to go out of their way to buy sustainable products, people are more likely to stick with the brands they know and love when they can see they are taking action to address their concerns, making sustainability 'built-in'. Often, this goes hand-in-hand with Responsible Supply Chain Management, requiring brands to work closely with suppliers to explore and develop more sustainable solutions.

Effective Communications

Using marketing to educate and empower consumers can help them gain a better understanding of the issues and make more informed, more sustainable choices. Brands that do this effectively can enhance their reputation whilst increasing customer loyalty and trust. Providing clear messages about what the issues are, and what action the business is taking to address them, demonstrates commitment to 'doing the right thing', and shows customers that you share their values.

Influencing Consumer Behaviour

Although sustainability is now firmly in the mainstream, many consumers feel confused and disempowered, and are reluctant to compromise on product quality, price or convenience. Most consumers – approximately 70 percent – like to feel good about the choices they make, and will change if it’s made easy for them. This provides businesses with an opportunity to show leadership by providing simple steps that everyone can take to lead more sustainable lives.

Influencing consumer behaviour can generate a range of business benefits, including differentiated products and ‘brand personality’, increased market share and enhanced license to operate.