At famille, we work hard to make sure our marketing services are as sustainable and ethical as possible.
But, what exactly does a more sustainable form of marketing look like?
In order for marketing and communications to operate sustainably, its crucial to promote ethical products in a sustainable, inclusive manner.
In this way, we have to redefine the goals of traditional marketing. Where marketing might traditionally prioritise only the profit it generates, more sustainable forms of marketing also prioritise their environmental and social impact.
To keep marketing sustainable, it’s crucial to consider the environmental and social impact of the product being marketed. At famille, we make sure to work with organisations that are serious about making positive change- whether they’ve long been on a journey to do so, or are just starting to make positive changes in their activity.
We also need to consider the physical impact of marketing itself. This can look like swapping physical leaflets for digital ones, reducing or rethinking packaging used, or using low-carbon websites, among other things.
The social impact of marketing is key, too. Marketing should aim to create a positive ‘brainprint’ (meaning the cultural and sociological impact of marketing). While it can be easy for marketing to promote overconsumption, to market sustainably it is necessary to champion environmentally conscious values and ways of living.
We also have to work hard to avoid greenwashing. Sustainable marketing shouldn’t oversell environmental schemes just to make a company look good. It should work closely with other departments to define values and goals, becoming an integral part of the sustainability process.
Marketing more sustainably is crucial at the current moment. At a time of climate crisis, marketing must act as a force against, rather than contribute to, overconsumption and environmental degradation.
Yet alongside the moral reasoning, there are clear benefits for companies that choose to act sustainably. With 85% of consumers globally reporting that they have become greener in their purchasing in recent years, it is clear that operating sustainably is in the interest of both the environment and businesses looking to grow.
Click here to learn more about the ways famille can help your organisation with sustainable marketing.