What is sustainable marketing? How does it change from Green Marketing?

A sustainable marketing practice is achieved when a coherent business culture is set: a culture where all stakeholders are aligned and committed to find their value within the sustainability issues and being truthful in communicating that value to consumers.

If you’ve ever spent a little bit more on something because you believed it was locally sourced or 100% recyclable, you’ve been part of a sustainable marketing.

The outcome should translate into shared objectives between the marketing department and sustainability.

The marketing teams can then incorporate these objectives and sustainability principles into the marketing strategy.

The fundamental element in achieving this is the commitment of the business and marketing teams to act with compassion and to cultivate prosperity to make our lives more purposeful.

It is the commitment to promote environmentally and socially responsible practices, and brand values.

However, it is important to keep in mind as a brand that sudden change is almost impossible, and remain very transparent with the customers about it. It is therefore key to set an objective that targets systematic change over a large timeframe within not only the communication strategy but across business functions.

Based on the above elements, a well thought sustainable marketing strategy translates then into two main goals:

• Meet the company’s financial goals

• Incorporate sustainability objectives and practices for a greater and systemic impact

Strengthening the social and sustainable business structure, opting for more ethical work and marketing practices automatically frees from the obsession of productivity and profitability.

Consequently, marketers should market sustainably and sustainability.

Market sustainably is an inward practice that ensures all marketing processes are environmentally and socially benign.

Market sustainability is an outward practice that helps further educate a society in which striving for sustainability is the norm.

How to avoid the trap of Green Marketing?

A good way to practice sustainable marketing is to be committed to honesty in marketing messaging and sustainability claims.

When implemented properly, sustainable marketing can lead to outstanding outcomes such as:

• Lower impact on the environment

• High customer retention

• Increase employee retention and happiness thanks to the authentic purpose behind the business structure

• Increased value for the business and the overall community

For businesses that care about creating a sustainable world, the powerful tool of sustainable marketing can both enhance connections with conscientious consumers and drive success across the bottom line.

For consumers, sustainable marketing educates and empowers about ways to support businesses and non-profits that share their vision of changing the world for the better.

Sustainable marketing, when done authentically, brings consumers and companies together toward shared goals.