With environmental issues gaining increasing attention, sustainable marketing emerges as an opportunity for brands to align their values with consumer expectations. A study conducted by ABIHPEC (Brazilian Association of Personal Hygiene Industry) reveals that 83% of people believe that consuming sustainable products and brands is one of the ways to help preserve the environment. However, 74% highlight the lack of information on shelves about which products are truly sustainable.
More than a trend, it represents an evolution in how companies think and communicate their values. But how can this intention be turned into a strategy?
“It’s 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 LATAM Sales at CleverTap, a platform specialized in digital marketing and user engagement. “Brands need to go beyond theory, offering solutions that truly positively impact the environment.”
What is Sustainable Marketing?
Sustainable marketing involves promoting products, services, and initiatives that not only meet consumer needs but also minimize environmental impact. This can range from using biodegradable packaging to campaigns that raise awareness about eco-friendly practices.
However, the challenge goes beyond the product. It’s necessary to create an authentic and consistent narrative that connects the brand with 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 purchase 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 users’ carbon footprint,” explains Marcell.
Sustainable Strategies for Companies
- Responsible Production: Invest in sustainable raw materials and reduce the carbon footprint across the entire production chain.
- Green Digitalization: Leverage technological platforms to reduce resource consumption in campaigns and optimize communication based on data.
- Consumer Education: Create content that promotes environmental awareness and encourages more sustainable practices.
- Impactful Social Partnerships: Collaborate with NGOs and initiatives that drive sustainability in a community-oriented manner.
“Companies that embrace sustainable marketing promote positive values and reap tangible results in engagement and loyalty. Major retailers like Patagonia and Natura are clear examples of how defending 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
Adopting sustainable marketing is not just a survival strategy—it’s a way to lead in a competitive market. “Integrating sustainability into core business is undoubtedly one of the greatest challenges of today’s market. However, as companies and consumers come together for a healthier planet, marketing takes on a new meaning: that of turning intentions into real impact,” concludes Marcell Rosa.
