Can a handful of golden brands spark a marketing revolution?
A handful of golden brands are endlessly cited as the leading lights of purpose-led marketing. It’s almost boring to cite them… Patagonia, Tony’s Chocoloney, IKEA, Unilever (Dove, Ben & Jerry’s, etc). Yet they stay on their pedestal because others aren’t catching up fast enough. Why on our beautiful earth can this be the case given the radical rise of conscious consumers?
A recent Nielsen study revealed that 66% of global consumers are willing to pay more for sustainable brands, and this number is forecast to climb even faster. Businesses that ignore this shift risk being left behind.
But for those who embrace sustainability, the rewards are vast. Just check out the sales growth and share price increase of the golden brands listed – your CFO would adore you forever for creating that kind of impact, and so would Mother Nature.
Buckle up, because the sustainable marketing revolution is here – and it's about to supercharge your business if you’re ready to make the leap to do more good than harm.
What is “sustainable marketing?”
Sustainable marketing is about weaving environmental and social responsibility into the fabric of your brand story. It acknowledges that consumers care about your company's impact on the planet and the people who live on it. It means turning what your company is doing in your ESG teams and reports and turning it into your brand purpose. It uses that awareness to build trust, loyalty, and, ultimately, sales and share price too.
Why make the shift?
The business case for sustainable marketing
Here's the truth: Sustainable marketing is good for your bottom line.
Here's how:
Profitability & Market Share: Studies by Cone Communications show that 73% of consumers would switch brands based on their sustainability practices. That's a massive market share waiting to be claimed by companies that prioritize the planet.
Brand Loyalty & Advocacy: Consumers who connect with your brand's sustainability efforts become loyal advocates. A study by Edelman found that 83% of consumers are more likely to recommend brands that are committed to positive social and environmental impact.
Risk Management & Future-Proofing: Unsustainable practices and greenwashing will lead to hefty fines, supply chain disruptions, and reputational damage – and rightly so. Sustainability marketing helps you mitigate these risks and future-proof your business.
Attract & Retain Top Talent: Millennials and Gen Z, the future workforce, prioritise working for companies with a purpose. A study by Deloitte revealed that 75% of millennials would take a pay cut to work for a company whose values align with their own. And 1 in 3 Gen Z workers decline job offers based on a company’s ESG standards (The Telegraph). Sustainability marketing positions your company as an attractive employer for this top talent pool.
Operational Efficiency & Cost Savings: Sustainable practices can lead to smarter resource management, reduced waste, and lower energy consumption. This translates directly to cost savings and improved operational efficiency for your business.
Beyond Greenwashing: Authenticity is critical
We've all seen it: companies slapping a green label on a product with a not-so-sustainable backstory. That's greenwashing, and it's a recipe for disaster. Consumers today are savvy and can see through empty promises. Sustainability marketing thrives on authenticity. Be transparent about your journey, highlight your efforts, and acknowledge areas for improvement. Partner with credible organizations, and backup your claims with data.
The future of sustainable marketing: A call to action
Sustainable marketing isn't just good for the planet, it's the smartest business decision you can make. Consumers are demanding more, and businesses that listen will be the ones leading the charge. Critical developments like regenerative agriculture and the circular economy point towards a future where sustainability isn't just an add-on, it's the foundation of successful business practices.
Ready to leverage sustainable marketing?
Take our quick and easy Sustainable Marketing Readiness Assessment and find out. In less than 5 minutes, you'll receive a personalised report that will:
Identify any gaps in your current sustainability marketing efforts.
Uncover missed opportunities to connect with environmentally and socially conscious consumers.
Reveal the untapped potential your brand has to attract a loyal, high-value audience.