Marketing & Sustainability: A Mismatch?

Are marketing and sustainability a mismatch? Is there a contradiction between trying to market products and services (and thereby fueling consumerism), or is there a middle path where ethical marketing of eco-friendly products can actually help transform our world to a place where collaborative consumption and circular economy principles are fused within our social fabric?

The history of marketing: how it all began

Marketing began in the boom of the industrial revolution. In this period of enormous social change where innovation was unleashed in almost every field – technology, science, art – marketing was the business tool needed to tackle the growing consumer market.

As competition increased, economies recovered and technology advanced, the task of getting in front of the right people was no longer about just hearing about products and services from your neighbour down the street (although word of mouth remains one of the most effective marketing tools to exist).

People had to start thinking outside of the box and differentiate why their product or service was better than the next person’s.

Fast forward to today, and that need to increase brand awareness, engage with the right customers and then retain their loyalty is even more competitive than ever.

With the largest consumer market in history, it’s not just about the product you sell, but your overall brand presence, adaptability and alignment with consumer consumer needs, goals and desires.

Marketing leverages a brand’s strength, engages with customers, and ultimately drives sales. It is the reason why people choose one brand’s product over another even when they are exactly the same. When you are buying a lot of items or services, whoever the marketing team is behind that brand is – is doing a good job.

Except there’s a bit of a problem with continually buying into the consumerism lifestyle.

The rise of sustainable and ethical marketing

Earth’s resources are finite and our planet is in trouble. In the recent Intergovernmental Panel for Climate Change (IPCC) scientific report, the efforts of limiting global warming to 1.5°C from our governments are not sufficiently on track. We are in a climate emergency and continuing business as usual is just not a viable option.

Just as social change catapulted business change during the industrial revolution, customers are driving sustainability change by voting with their dollars.

In a research report released in 2021, McKinsey Consulting found 66% of consumers are willing to pay more for sustainable goods and want to support brands that are doing good in the world.

Consumers will hold brands accountable and expect their business model to address social and environmental issues.

With this in mind, it is now how brands are able to adapt to consumers desires and needs that will dictate business growth and success. And it’s also in brands’ best interests to adopt more sustainable practices across their entire business models to secure a sustainable future and a viable business.

Being able to effectively communicate these values to customers is why sustainability and marketing are more interconnected than ever. 

Today, more and more consumers are driven by values and are consciously buying into brands that are doing more for the Earth.

Marketing plays an important role in this shift and has the power to drive real change within the sustainability space.

Brands like @riise.world, a marketing platform ‘curated for the climate’, and @smackbang.co, a marketing agency that is using its services to elevate sustainable brands - are proof that marketing no longer just plays a role in driving sales, but in being the force to influence entire populations about sustainable goods and services that will create positive change.

Sustainability is the ‘new black’ and marketing agencies know that prioritising planet over profit is what’s going to deliver what is best for their business and the Earth. 

Instagram Page — @riise.world

How sustainable digital marketing for small business Australia can elevate brands

Given that consumers are increasingly making purchasing decisions based on values and the sustainability of brands, being able to communicate how your brand is sustainable and ethical is more important than ever. And social media plays a critical role in shaping how consumers hear about brands and their sustainability stories, and in establishing social trust and perceived transparency around brands.

Here at Green Socials, we offer social media management for small businesses Australia and brands that are on the path to help drive real change.

Our services include social management, graphic design, copywriting, influencer strategy and community management. In our first meeting (which is free) we’ll do a full audit of your socials to see where your brand is doing well and which points it can improve on. Our services are designed to attract specific attention and offer personalisation across every customer touchpoint. We convert visitors to customers while elevating your brand’s purpose in creating a better world.