Sustainable marketing: How to turn purpose into a value strategy

With environmental concerns 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 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 store shelves about which products truly are sustainable.

More than a trend, it's an evolution in how companies think and communicate their values. But how do you transform this intention into strategy?

"It's not just about communicating good environmental practices, but about integrating those practices into the company's DNA and how it interacts with its consumers," comments Marcell Rosa, General Manager and Vice President of LATAM Sales. CleverTapA specialized platform for digital marketing and user engagement. "Brands need to move 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 include everything from using biodegradable packaging to campaigns raising awareness about environmentally friendly practices.

However, the challenge goes beyond the product. It's 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 of offsetting the carbon emissions generated by delivery, integrating this action into the purchase process 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 and digital consumption, reducing users' carbon footprint," explains Marcell. 

Sustainable Strategies for Businesses

• Responsible ProductionInvesting in sustainable raw materials and reducing the carbon footprint throughout the entire production chain.
• Green DigitalizationLeveraging technology platforms to reduce resource consumption in campaigns and optimize communication based on data.
• Consumer EducationCreate content that promotes environmental awareness and encourages more sustainable practices.
• Social Impact PartnershipsCollaborate with NGOs and initiatives that drive community-based sustainability.

Companies embracing sustainable marketing promote positive values and reap tangible results in engagement and loyalty. Large retailers, like Patagonia and Natura, are clear examples of how defending environmental causes and implementing innovative practices can transform 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 generates a positive impact for the planet and for business," comments Marcell. 

A Green Future for Marketing

Adopting sustainable marketing isn't just a survival strategy – it's a way to lead in a competitive market. "Integrating sustainability into the core business is undoubtedly one of the biggest challenges facing the market today. However, as companies and consumers unite for a healthier planet, marketing takes on a new meaning: transforming intentions into real impact," concludes Marcell Rosa.