Sustainable marketing: How to turn purpose into a value strategy

With environmental issues gaining more and more attention, sustainable marketing emerges as an opportunity for brands to align their values with consumer expectations ABIHPEC (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% highlights the lack of information on 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 strategy?

“is not just about communicating good environmental practices, but about integrating these practices into the DNA of the company and the way it interacts with its” consumers, comments Marcell Rosa, General Manager and Vice President of LATAM Sales CleverTap“, a platform specialized in digital marketing and user engagement, brands need to go beyond theory, offering solutions that really 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 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 in a transparent way.

“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 affordable way.In the telecommunications sector, for example, companies can invest in data centers more efficient in energy consumption and offer plans that encourage the conscious use of the internet and digital consumption, reducing the carbon footprint of the” users, explains Marcell. 

Sustainable Strategies for Companies

• Responsible Production: Invest in sustainable raw materials and reduce the carbon footprint throughout the production chain.
• Green Digitalization: Leverage technology platforms to reduce resource consumption in campaigns and optimize data-driven communication.
• Consumer Education: Create content that promotes environmental awareness and encourages more sustainable practices.
• Partnerships with Social Impact: Collaborate with NGOs and initiatives that drive sustainability in a community 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 defending environmental causes and implementing innovative practices can transform consumers into true brand ambassadors.Whether with recycling programs, such as Natura, or repair and reuse initiatives, such as Patagonia, these companies show that aligning purpose and action generates positive impact for the planet and for the” business, comments Marcell. 

A Green Future for Marketing

Adopting sustainable marketing is not only a survival strategy & IT is a way to lead in a competitive market. “Integrating sustainability to core business is undoubtedly one of the biggest challenges in the current market.However, as companies and consumers unite for a healthier planet, marketing gains a new meaning: that of transforming intentions into real impact,” concludes Marcell Rosa.