Overview

How can we address sustainability in digital marketing?

The demand for sustainable solutions is increasing and it’s shaping buying behaviours. Digital marketing can be used to highlight how an organisation is addressing sustainability.
Sustainability
September 6, 2021

More and more consumers are communicating how important it is to connect with and support brands that share their same values. Business owners constantly look for new ways to connect with their current and potential customers by exploring opportunities in their marketing strategies. One of those opportunities is rooted in a growing consumer value: sustainability.

3 reasons why you should include sustainability into your digital marketing strategy.

1. Sustainability Benefits the Planet
Incorporating sustainability into your digital marketing will result in obvious benefits to the planet. These benefits include reducing carbon footprint, lowering energy usage, and eliminating pollution. Sustainability speaks to your business’s eco-friendly practices, brand values, and products/services.

The point of sustainability is to nurture the longevity of our world. So, incorporating environmentally-friendly strategies like using digital platforms for marketing, utilizing virtual events over in-person ones, or using sustainable packaging shows your sustainability efforts vs. simply talking about them.  Creating a sustainable marketing strategy is a great way to ensure your sustainability efforts are reaching all parts of your business. Don’t just talk the talk when it comes to sustainability, walk the walk as well.

2. Sustainability Draws in Younger Consumers
The use of digital marketing strategies that exclude sustainability is decreasing among businesses because the core of today’s consumer base is the younger generation. Millennials and Gen Zers lead the sustainability movement and have no plans to back down from establishing a greener planet. Including sustainability in your marketing ensures you are catering to this large pool of potential customers.  

Not only does the younger generation make up a large segment of current consumers, but they also fill out a large section of the workforce. To attract individuals in this generation to your workforce or your customer base, you’ll need to put your commitment to social issues, saving the planet, and sustainable values at the forefront of everything you do.

3. Sustainability Increases the Longevity of Your Business
The longevity of your businesses depends on your ability to connect with your current and potential customers through shared values and your ability to provide solutions to their pressing needs.

Sustainability is only growing in popularity as a required value of the brands consumers choose to invest in. You should include sustainability in your marketing because it will help build a loyal customer base for your brand. People are more vocal about their desire for sustainable brands that show a commitment to sustainability across the entire company.

Submerging your brand in sustainability practices and values is extremely attractive and shows that you’re listening to their changing needs and values. Loyal customers are key to establishing a long-lasting business. Make it a priority to keep up with the evolving needs and values of your customers.

Source: Prism Global

Authors

Ivonne Lopez
Graphic & UX Designer
Human Digital | The Experience Design Agency
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