It's no secret that "being green" sells, but faking it could cost you big time.
We recently saw this article from Harvard Business Review on the negative toll "greenwashing" takes on the bottom line. This is environmental marketing gone wrong: when you purport to care about the planet...but fail to take any meaningful action to back up the claim. Consumers see right through it and punish you for it (in the EU, perhaps legally).
Simultaneously, poll after poll finds that customers are increasingly motivated by environmental marketing and have high expectations for sustainability claims...genuine ones, that is. Your job as a company is to embody sustainable principles so that you can boast about them without a guilty conscience.
Today's consumer wants to see the companies they trust with their dollars act as good stewards for people and the planet. While many companies are reverse engineering eco-friendly materials into their supply chain, offsetting carbon emissions, and deploying recycling programs, there are unique ways a company can go even further in "walking the walk" and then communicating genuinely in their environmental marketing.
Paragraph: To effectively implement sustainability initiatives, it’s essential for businesses to grasp the levels of sustainable marketing and their implications. These levels—auxiliary, reformative, and transformative—represent a spectrum of impact, from producing sustainable products to reshaping societal norms. By identifying where their efforts fall within these levels, brands can better align their marketing strategies with their sustainability goals. This structured approach not only enhances credibility but also ensures meaningful contributions toward a sustainable future.
As founders in the customer engagement vertical with backgrounds in climate action, we've done our fair share of analysis about the key principles of sustainability marketing. In 2019, researchers Ballantine and Kemper published a meta-review of 200 published papers on the topic of sustainability marketing strategy. They conceptualize three levels of sustainability marketing:
Stage 1. Auxiliary Sustainability Marketing: focuses on the production of sustainable products. We'll call this "doing less damage."
Stage 2. Reformative Sustainability Marketing: extends the auxiliary approach through the promotion of sustainable lifestyles and behavioural changes. Adding a proactive positive rather than simply mitigating a negative. We'll call this "doing active good."
Stage 3. Transformative Sustainability Marketing: extends the first two approaches and embraces the need for transformation of current institutions and norms, and critical reflection. We'll call this "doing it different."
Innovating through this approach to sustainability marketing has frankly become the bare minimum for most modern consumers. When we shop, we want confirmation that the production methods and materials aren't ecologically destructive and do not violate human rights. While this approach may have stood out in the 90's, it's becoming an expectation today. Even the least responsible fast fashion brands are introducing "sustainable" fabrics and signing agreements on labour conditions. Here are some examples of environmental marketing that fall under the "doing less damage" category:
Beyond simply reducing the harms of status-quo consumption and exploitative production, this category of sustainability marketing goes one step further and introduces additive, positive lifestyles and behaviours. Customers can get excited about supporting a company that isn't just "not bad" but is actively contributing to regenerative practices and changing behaviour norms. For example:
Per Ballantine and Kemper, this category “aims to change institutions that inhibit a transition to a sustainable society…valuing continuity over profit…[and addressing] the barriers that consumers face with sustainable consumption; such as our persuasive consumption ideology, institutional barriers, and social norms.”
Companies that reach stage 3 are flipping the norm on its head. Instead of simply doing more of the same with less damage or encouraging band-aid remedies to an inherently flawed system, companies that "do it different" are disruptors. Think of Patagonia on black friday with their 2011 Don’t Buy This Jacket campaign and its more recent “Buy Less Demand More.” Focusing on fewer items with quality to last a lifetime and encouraging customers to get out into the world and make a positive impact. Now, that's the future of sustainability marketing.
Companies deploying transformative sustainability marketing are asking: are there ways to engage a customer without simply selling them something? How do we reimagine the system of purchase and consumption completely?
Are you asking the same questions? Thinking about how to amplify the impact of your sustainability marketing without suffering the consequences of inauthentic greenwashing?
Try these ideas on for size.
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