I am constantly surprised at the number of businesses which engage in incredible sustainability practices but do not market these. The economic benefits of engaging in sustainable business practices can only be seen when your organisation sells sustainability.
This requires a two-pronged approach.
Firstly, your organisation must sell the idea of what sustainability is and why it is important. This means selling the idea of all three main areas of sustainability (economic, social and environmental) to your customers, suppliers and stakeholders. By bringing the people who matter to your business on board with your vision, it will be far easier to market your commitment to sustainability as a point of difference in your business. Chances are that millennials who associate with your brand are already engaged in sustainability as research has shown millennial engagement in corporate sustainability to be extremely high.
This will also provide some additional content for your social media and marketing campaigns to assist you in thinking outside the box.
After a few weeks of introducing this kind of marketing, the next step is to commence marketing what steps your organisation is taking towards creating an economically, socially and environmentally sustainable future. During this time, it is important to refer back to your earlier language around the importance of sustainability. It is also incredibly compelling to put the power in the hands of your consumers and clients by allowing them to understand that a purchase of your goods and / or services is a way for them to make a commitment to sustainability in their own lives.
Every organisation will need to sell their commitment to sustainability in a different way. Click here to see a general guide to effectively communicating your sustainability commitment. However, for a personalised approach to selling what sustainability means to your organisation and how you are positively engaged in creating a more sustainable future, contact a member of our team today!