Over the years, the idea of an ideal business model has undergone various changes. At its core, a company’s success is still dependent on its social and financial accomplishments. Additionally and more recently, however, it has become increasingly relevant to take into account the company’s sustainable marketing strategies to evaluate its full worth. 

Pressing social and environmental issues can no longer be ignored or dismissed, leading to the rise of sustainable marketing. Yet, this is a phrase that is thrown around so much it can sometimes be confusing to grasp a clear understanding of the concept. 

So, what does sustainable marketing truly entail and why is it important?

Green Marketing – a branch of sustainable marketing

When people think of sustainable approaches taken by companies, they often focus on methods referring to environmentally friendly strategies aiming to promote the protection and preservation of the environment. This notion specifically refers to green marketing. Also known as environmental marketing, its goal is to reduce carbon footprint by promoting and/or practising eco-friendly approaches to doing business. A company could for instance manufacture items using recycled materials, and repurpose these materials into packaging. 

Although green marketing is not specific to one single type of company, these methods are often practised in retail. For instance, The Guardian reports that the clothing brand Lucy & Yakes’ products and parcels are 100% recyclable and biodegradable. The company Patagonia is also known for its green entrepreneurship. They make long-lasting products out of recycled fabrics. They also offer a repair and reuse programme where the customer is encouraged to trade-in old items in exchange for a small sum. These products are then used to make more garments.

Green marketing extends beyond clothing brands, however. IKEA’s furniture is nearly entirely ethically sourced, as they collect their materials from sustainable foresters, and their store is powered by solar panels. 

Environmental marketing evidently contributes positively to a brand’s image but, more importantly, it encourages eco-friendly practices and can inspire other companies and individuals to implement green accessible initiatives too. 

The socio-economic aspects of sustainable marketing

The phrase sustainable marketing is a broad one, encompassing strategies aiming to resolve environmental, social and economic issues. Sustainability implies the preservation of the environment through green methods, but it also extends to the preservation and protection of the societies living in this environment. One such stance might be depicted by a company’s involvement with a particular social cause due to socio-political conflicts, for instance. 

As a response, the company will come up with a marketing strategy to sustain and help the people. For instance, six months ago HighSnobiety, a fashion and media brand, posted a list of designers who were donating profits to help Ukraine, with the money going towards food banks and necessities. This list mentioned Ukrainian creatives such as Vita Kin, Natasha Kamenska and even Balenciaga’s creative director Demna Gvasalia. Every company deals with sustainable marketing differently — so how does Curzon as a company approach sustainability?

Our approach to sustainable marketing

CURZON PR is deeply involved with helping societies nationally and internationally. The company is affiliated with the British Asian Trust, an organisation that aims to end injustice in South Asia. The involvement more directly tackles poverty, trafficking and offering education opportunities to create a more equal society. Additionally, we are currently undertaking pro bono media relations work to support Ukraine, as the crisis intensifies. 

What makes sustainable marketing sustainable, is a long-term plan that aspires to achieve meaningful results. In order to have a successful outcome, the work must be executed with authenticity. Yes, companies who get it right can find their work has a positive effect on their sales and popularity, but consumers will see through any charlatan attempts to pretend to do business with a conscience. The work and the reasons for doing it must come from the heart.

How to identify fake sustainable marketing 

When a company displays any sort of involvement in sustainable marketing, it is essential that they do not thwart their own efforts through contradictory action. Amazon, for example, has been repeatedly outed and criticised for the way they treat employees. In 2019, the company co-founded the Climate Change Pledge to be more environmentally conscious and to reduce carbon footprint. However, the negative coverage pertaining to the treatment of workers is detrimental to their brand image and brings any sustainable marketing efforts into question. 

Greenwashing

Greenwashing is a phenomenon where a brand advertises their product or service as ‘green’ when in reality it isn’t, or at least not to the extent they purport. Transparency is essential in order to earn the consumer’s trust as it allows the consumer to view the longevity and specifics of the sustainable marketing plan and actions. More importantly, access to the plan can prove whether or not the company is treating sustainability as a serious issue or if they are using it as a ‘trend’ or ploy to attract more consumers. A lack of data or specifics, for example, may lead one to question the authenticity of a programme. Ultimately, authenticity is essential to sustainable marketing, and inauthenticity is detrimental to the planet and the brand’s image. 

Sustainable marketing is an essential tool for a company’s success. It is directly involved with the wellbeing of the environment and societies and it is vital that companies consistently promote their approach and their involvement. Sustainability is often seen as a trend when it should be deemed as a necessity. Ultimately, it is essential because it not only reflects the company’s values, but also on our values as individuals and our willingness to be responsible and involved in critical issues. 

Curzon PR is a London-based PR firm working with clients globally. If you have any questions, please feel free to contact our Business Development Team [email protected]