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 theABIHPEC (Brazilian Association of the Personal Care Industryreveals 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
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, comment Marcell Rosa, General Manager and Vice President of Sales LATAM ofCleverTap, specialized platform 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 the promotion of products, services and initiatives that not only meet the needs of consumers, but also minimize the environmental impact. This can include everything from 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 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 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 users' carbon footprint, explain Marcell.
Sustainable Strategies for Companies
- Responsible ProductionInvest in sustainable raw materials and reduce the carbon footprint throughout the production chain
- Green DigitalizationLeverage technological 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
- Partnerships with Social ImpactCollaborate with NGOs and initiatives that promote sustainability in a community-driven way
Companies that embrace sustainable marketing promote positive values and reap tangible results in engagement and loyalty. Large retailers, like Patagonia and Natura, they are clear examples of how defending environmental causes and implementing innovative practices can transform consumers into true brand ambassadors. Be it with recycling programs, like that of Natura, or repair and reuse initiatives, like those from Patagonia, these companies show that aligning purpose and action generates a positive impact for the planet and for business, comment Marcell.
A Green Future for Marketing
Adopting 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", without a doubt, one of the biggest challenges of the current market. However, as companies and consumers come together for a healthier planet, marketing takes on a new meaning: that of transforming intentions into real impact,"concludes Marcell Rosa"
