Sustainable marketing is another strategy that businesses can employ. It can be used as both a product and a brand marketing strategy. 'Responsibility' is becoming a common brand value, with several companies announcing environmental and social initiatives that shift the burden back onto the customer, forcing them to choose between the cheaper option and the (morally) 'better' option. However, it is critical to carefully plan and execute long-term marketing, or your brand will face intense scrutiny.
What exactly is sustainable marketing?
Sustainable marketing is the promotion of environmentally and socially responsible products, practises, and brand values. If you've ever spent a little bit more on something because you knew it was locally sourced or 100 percent recyclable, you've encountered sustainable marketing.
Green Marketing vs. Sustainable Marketing
As the world's environmental problems worsen, international organisations such as the United Nations have taken the lead in promoting global sustainable action. As a result of this pressure, there is an increasing need for brands to adapt to and market their "green" status.
So, what exactly is the distinction between sustainable and green marketing?
The promotion of environmentally friendly efforts to a specific audience is known as green marketing. In other words, cultivating an image that is environmentally conscious. Going green, on the other hand, necessitates that brands change their message as well as their manufacturing process.
With the increased emphasis on a greener future, it is important to note that businesses strive to appear green. Greenwashing is a practise in which businesses use environmental ideals without truly incorporating them into their core values. Fortunately, media attention persuades more people to look past the appealing packaging and carefully chosen words.
Sustainable marketing, on the other hand, elevates the "green" concept to new heights. It entails raising awareness in order to create a better, more sustainable future. Sustainability addresses environmental degradation, climate change, inequality, poverty, peace, and justice in order to achieve harmony between nature and humans.
Examples of Green Marketing and Sustainable Marketing
Green marketing can be seen in Starbucks' recent efforts to engage their community in environmental issues. The emphasis is on creating marketing materials that include environmentally friendly messages. For example, the company's sustainable agriculture practises and 'greener' retail locations.
Starbucks may not be the first brand that comes to mind when it comes to genuine environmental efforts. However, it appears that the company is taking more responsibility for reducing its environmental impact. They are researching waste recycling solutions, investing in renewable energy, and collaborating with farmers and organisations to address climate change.
These messages enable them to connect with their environmentally conscious neighbours.
Sustainable marketing, on the other hand, encompasses a broader range of activities. Companies in this field strive to promote a balanced approach that takes into account not only the environment but also customer needs, societal long-term interests, and global well-being.
As a pioneer of responsible fashion, MUD Jeans' sustainability story, for example, goes above and beyond the norm. They claim to collaborate with companies that prioritise employee well-being, have a completely transparent supply chain, and use 92 percent less water to manufacture each pair of recycled MUD Jeans. They also include meaningful terms in their message such as "zero waste" and "pesticide-free."
MUD Jeans also touts their 'Best for the World' B Corp certification as proof that they are the best of the best. It means they are among the 5% of the world's 4000 certified B Corps with the highest verified score in environmental performance.
It demonstrates their dedication to being truthful in their marketing messaging and claims about sustainability.
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green marketing vs sustainable marketing, green marketing examples, sustainable marketing
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