Marketing & sustainability: How to get it right?

Why Sustainability goals matter?

Of course, the most obvious win is for our planet. As organizations, we carry a significant responsibility for CO2 emissions, waste, and ultimately, climate change. Every company, regardless of size, can make a difference, and the larger the organization, the greater its potential impact.  While sustainability is a core part of some companies' DNA, making their path clear, others, often multinationals with a long heritage, are still transitioning towards sustainability. This makes communication more challenging, as these companies are not yet fully green.

"Some companies are born with sustainability at their core, while others evolve towards it step by step."

Since most marketers cannot directly influence their company's business strategy, they must seek out and promote sustainable initiatives that can be effectively integrated into their marketing efforts. Although you might already have some communication topics in mind to start discussions about reducing CO2 emissions, we can provide a few examples to help you get started.

Key sustainability topics for effective communication

Reducing the carbon footprint: This includes switching to renewable energy, smarter logistics to cut fuel use, or investing in carbon offset projects.

Waste reduction: Efficient use of resources, kick-starting recycling programs, and embracing a circular economy.

Sustainable sourcing: Ensuring that what you buy or use is as planet-friendly as possible.

Employee wellbeing and diversity: Aiming for a workspace where everyone's safe, included, and has equal opportunities.

Community engagement and social responsibility: Making a mark in local communities, supporting smaller businesses, and more.

Product lifecycle management: Designing products that keep the environment in mind from start to finish.

"The days of greenwashing are behind us. It is time for authentic storytelling."

Nowadays, greenwashing is seen in many shapes and sizes. We will name a few examples to give you a better understanding of the reality of this term:

Greenlighting: Organizations advertising their minor good-doing projects, overshadowing their main, less eco-friendly production.

Greenshifting: Brands like Coca-Cola created Keep America Beautiful to blame consumers for litter, diverting attention from their waste production.

Greenlabeling: Kohl’s and Walmart faced lawsuits for falsely marketing rayon products as environmentally-friendly bamboo.

Greenrinsing: Coca-Cola and PepsiCo keep changing their ESG goals for reducing virgin plastic use, avoiding real progress.

Greenscamming/Astroturfing: Shell organizations, like the National Wetlands Coalition backed by Exxon and Texaco, pose as grassroots groups to oppose environmental protections.

In light of this, customers deeply appreciate transparency and honesty in a brand's sustainability communications. There lies immense power in humility; acknowledging that while it's impossible for multinationals to tick all the green boxes right away, a sincere revelation of this fact resonates well with the public. When customers see that a company is earnestly on a journey towards becoming more green, they are more likely to support and stay loyal to the brand.

"Embrace the journey, not just the destination; honesty and transparency in sustainability are the backbone of trust and loyalty." 

This ongoing commitment to improvement, rather than the pretense of perfection, helps build a relationship based on trust and shared values. As the market becomes ever more crowded with claims of sustainability, the brands that stand out are those that not only preach about their green initiatives but also practice them with a genuine commitment to making a positive change. This approach not only avoids the pitfalls of greenwashing but elevates a brand's reputation, making it a respected leader in corporate responsibility.

"Our purpose is to inspire and support all genuine efforts toward sustainability, guiding you with every step towards a better future."

But imagination needs action to come alive, and some of our agri-tech customers like Biotalys, Aphea Bio, and Elicit Plant have used the transformative power of imagination to revolutionize ways to reduce food waste, minimize pesticide use, and enhance plant resilience to drought. Our team of imagineers is proud to be part of their journey, helping them build strong brands and effective marketing strategies.  

They say we’re all here for a purpose and ours is to inspire and support all genuine efforts toward sustainability.  Help entrepreneurs and companies unveil their true essence, sustainability goals and bring them to life with authentic storytelling.  

Take a look at some cases below or our sustainability page where we explain more about our mission and vision, and where we showcase the work we are very proud of.