Caring for the environment is a key factor for B2B companies worldwide, as more consumers focus on a sustainable lifestyle. In fact, a recent study by NielsenIQ found that 78 percent of American consumers feel sustainability is important.
This rising tide of interest in sustainability has been accompanied by an explosion of innovation, with sectors like energy, mobility, construction, finance, packaging and carbon capture leading the biggest shifts toward a healthier planet.
This surge has led to the growth of sustainable marketing — the promotion of a company’s environmentally and socially responsible products, practices and values. So, how do you market your sustainability to show consumers you care about the planet, too?
Start with these five tips.
1) Determine Your Environmental Message
Your sustainability message should go beyond generic statements like “go green” or “we support the planet.” It should be unique to your company and industry, portraying the specific actions you are taking to be eco-friendly, how you support sustainability and how your efforts impact the end consumer.
2) Tell Your Story
Develop content highlighting your sustainability initiatives and practices, such as blog articles, white papers and videos. Be open and honest about your sourcing, manufacturing, disposal processes and emissions. Consumers value transparency and are more likely to trust brands that are upfront about their sustainability efforts. Don’t be afraid of backlash, as most consumers appreciate your efforts and don’t expect your products or processes to be 100% sustainable.
3) Create a Sustainability Web Page
Many top B2B companies, such as Schneider Electric and Salesforce, have website pages dedicated to sharing their sustainability efforts. Tell your story, talk about your current initiatives and goals for going green, share how your actions impact the end consumer, and showcase green certificates and sustainability reports. All of these help build credibility.
4) Promote Your Efforts
Use various channels to promote your sustainability efforts, including:
- Social Media: Share updates and stories about your sustainability initiatives.
- Email Marketing: Inform your subscribers about your eco-friendly practices and accomplishments.
- Trade Shows: Highlight your sustainability efforts in industry events to attract like-minded partners and customers.
5) Establish a Long-Term Commitment
Consider hiring a sustainability officer to help you stay committed to your efforts and to work with your marketing team on promotion. This long-term commitment ensures that your sustainability efforts are integrated into your overall business strategy and marketing campaigns. Back in 2021, the number of companies hiring sustainability officers already had jumped threefold year-on-year.
One such company making great strides in sustainability is Three D Metals, a metals supplier with locations across the U.S., Canada and Mexico. The company recently hired a sustainability director to help drive their initiatives and long-term commitment forward.
Source: explodingtopics.com/blog/sustainability-trends
Avoid Common Pitfalls
As manufacturers strive to showcase their sustainability initiatives, avoid these common pitfalls to maintain the integrity and effectiveness of your marketing efforts.
- Neglecting Internal Communication: Make sure to communicate your sustainability initiatives and accomplishments with your employees. They are some of your best advocates and will likely join your efforts.
- Assuming Indifference: Do not assume your audience doesn’t care or share your values about sustainability. Stats prove a majority of people do care.
- Insufficient Statements: A corporate statement about sustainability is not enough. Back it up with real actions.
- Fear of Negative Consequences: Avoiding communication and marketing out of fear of potential backlash can leave you behind the competition when it comes to what consumers care about today.
By effectively marketing your sustainability efforts, you can not only contribute to a healthier planet but also build stronger relationships with your buyers, stakeholders and the end consumer.
Looking for support with your marketing efforts? We’re here to help you assess what you’re currently doing and where we can begin making improvements right now for the most significant impact. Get started with a free 30-minute consultation here.
