With environmental issues gaining more and more attention, sustainable marketing emerges as an opportunity for brands to align their values with consumer expectations. A study conducted by the ABIHPEC (Brazilian Association of the Personal Hygiene Industry) reveals that 83% of people believe that consuming sustainable products and brands is one way to help preserve the environment. However, 74% highlight the lack of information on the shelves about which products are truly sustainable.
More than a trend, it is an evolution in how companies think and communicate their values. But how to turn this intention into a strategy?
“It is not just about communicating good environmental practices, but about integrating these practices into the company’s DNA and how it interacts with its consumers,” comments Marcell Rosa, General Manager and Vice President of Sales LATAM at CleverTap, a platform specializing in digital marketing and user engagement. “Brands need to go beyond theory, offering solutions that truly have a positive impact on the environment”.
What is Sustainable Marketing?
Sustainable marketing involves promoting products, services, and initiatives that not only meet the needs of consumers but also minimize environmental impact. This can include the use of biodegradable packaging to campaigns that raise awareness about ecological practices.
However, the challenge goes beyond the product. It is necessary to create an authentic and consistent narrative that connects the brand to its audiences transparently.
“An e-commerce company can use recyclable packaging and offer customers the option to offset the carbon emissions generated by delivery, integrating this action into the purchasing flow in a practical and accessible way. In the telecommunications sector, for example, companies can invest in more energy-efficient data centers and offer plans that encourage conscious use of the internet and digital consumption, reducing the carbon footprint of users,” explains Marcell.
Sustainable Strategies for Companies
- Responsible Production: Investing in sustainable raw materials and reducing the carbon footprint across the entire production chain.
- Green Digitalization: Leveraging technological platforms to reduce resource consumption in campaigns and optimize communication based on data.
- Consumer Education: Creating content that promotes environmental awareness and encourages more sustainable practices.
- Partnerships with Social Impact: Collaborating with NGOs and initiatives that promote sustainability in a community-centric way.
“Companies that embrace sustainable marketing promote positive values and reap tangible results in engagement and loyalty. Large retailers, such as Patagonia and Natura, are clear examples of how advocating for environmental causes and implementing innovative practices can turn consumers into true brand ambassadors. Whether through recycling programs, like Natura’s, or repair and reuse initiatives, like Patagonia’s, these companies show that aligning purpose and action generates positive impact for the planet and for business,” comments Marcell.
A Green Future for Marketing
Embracing sustainable marketing is not just a survival strategy – it is a way to lead in a competitive market. “Integrating sustainability into the core business is undoubtedly one of the biggest challenges in today’s market. However, as companies and consumers come together for a healthier planet, marketing takes on a new meaning: turning intentions into real impact,” concludes Marcell Rosa.
