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 theABIHPEC (Brazilian Association of the 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 the shelves about which products are truly sustainable.
More than a trend, it is an evolution in the way companies think and communicate their values. But how to turn this intention into a strategy?
“It’s not just about communicating good environmental practices, but about integrating these practices into the company’s DNA and the way it interacts with its consumers,” says Marcell Rosa, General Manager and Vice President of Sales LATAM atCleverTap, a platform specialized 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 consumers' needs but also minimize environmental impact. This can include everything from the use of biodegradable packaging to campaigns that raise awareness about eco-friendly 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 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 internet use 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 throughout the production chain.
- Green Scanning: Take advantage of 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.
- Partnerships with Social Impact: Collaborate with NGOs and initiatives that promote sustainability in a community-based way.
"Companies that embrace sustainable marketing promote positive values and reap tangible results in engagement and loyalty. Major retailers, such as Patagonia and Natura, are clear examples of how supporting 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 demonstrate that aligning purpose and action creates a 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 the core business is, without a doubt, one of the greatest challenges of the current market. However, as companies and consumers come together for a healthier planet, marketing takes on a new meaning: transforming intentions into real impact," concludes Marcell Rosa.
