Analysing how sustainability is marketed
Discover how sustainability is marketed.
Sustainability is one of the biggest issues brands face, irrespective of their industry or size. It is no longer acceptable to choose financial gains at its expense. Consumers will find out. Further still, brands that actively pursue sustainability are now able to generate a competitive and often commercial advantage over those that don’t.
This is a key finding within our industry research evaluating current trends, the brands capitalising and the techniques they are using. It provides compelling insight for any brand marketer, entrepreneur, or investor.
Market understanding
Sustainability may have been an issue for environmental campaigners for many decades, but recent global initiatives have brought it mainstream. The issue has mobilised young people, leading to greater influence on consumer purchases and greater scrutiny of business processes. There is now a broad societal consensus that sustainability is not only essential, but critical. Further still, employees are driving change within businesses. Businesses that fail to take responsibility for their environmental actions are increasingly being called out.
Sustainability must however be considered in the context of current economic conditions. The pandemic has placed great strain on supply chains, working conditions and subsequent market pricing. There is an opportunity for brands that innovate production methods to create products that are both cheaper and more sustainable. At the same time, sustainable products that come with a price premium are still unlikely to become mainstream.
Marketing strategy
The market opportunity for sustainability can be evaluated by considering brands in two categories. The first includes brands built on sustainability, with it being a core part of their existence. The second includes brands that are moving towards becoming sustainable. These may not be known for their sustainability initiatives, but their efforts are notable and significant. They clearly show that even global businesses can benefit from the constant pursuit of sustainability.
All the brands we’ve investigated have benefited from the emotional influence that sustainability creates in marketing channels. In addition, sustainable brands by nature tend to be highly innovative, suggesting that sustainability can be used as a barometer for overall innovation.
Marketing activation
The authenticity with which sustainability is marketed forms an extremely important part of a brand’s image. The brands covered in this research all possess clear brand visions that permeate their inner culture, as well as their marketing teams. They have sizeable in-house teams and use marketing as a window to their brand’s sustainability credentials.
Agencies help shape the message to ensure that it lands appropriately with audiences. Sustainability may be a serious issue, but it doesn’t need to be presented as one. Many of the UK’s most influential agencies have used the issue to inspire the creative process and deliver fun and exciting campaigns.
This research includes
13 pages of analysis (4,000 words).
Evidence-based approach.
Case study examples and success stories.
Main tools/services/agencies.
References for additional reading.
Published July 2020.