Sustainability is at this point a keyword in modern marketing, and this is how eco-marketing was born. Companies are more and more aware of the importance of eco-friendly practices, not only to protect the environment, but also to satisfy expectations and wants of aware customers. Let’s explore together the importance of sustainability in marketing and how companies can integrate eco-friendly practices in their communication strategies.
Sustainability in modern marketing
Sustainability has become an increasingly important factor in the consumers’ decision making process. People are more and more aware of the environmental impact of their purchases and try, because of that, to find brands that share their values. Consequently, companies that demonstrate a commitment to sustainability, also through eco-marketing, can more effectively and long term gain customers’ trust and loyalty, standing out from the competition.
How companies can do eco-marketing
There are various strategies that a company can integrate in their operations to increase and promote sustainability. First of all, the company should communicate in a transparent way its own sustainable practices, develop eco-friendly products and educate consumers on the importance of sustainability, be it environmental, economical or social, also by establishing partnerships with specific organizations.
Examples of eco-marketing campaigns
Numerous companies have launched eco-marketing campaigns, i.e. communication campaigns focused on sustainability, with very positive results. For example, Patagonia promoted its commitment with the “Don’t buy this jacket” campaign, in which encourages customers to reflect on the necessity of some consumes, and to adopt a eco-friendlyer lifestyle.
Also Coca Cola and IKEA have promoted recycling, waste reduction and sustainable lifestyle initiatives through awareness and promotion campaigns
Eco-Marketing and sustainability
Eco-marketing and sustainability have become, gladly, essential elements. Companies that embrace these values not only contribute to a greener future, but also get competitive advantages, improving their reputation and customers’ loyalty, by creating a positive impact on society and environment. Integrating green marketing and sustainability practices in your own company is, indeed, not only an ethical choice but also an opportunity to prosperate long-term.