Sustainable Marketing

Question: Who are more sustainable: Mac users or Windows users? Answer: Windows users as they have a recycling bin while Macs have a trash can. Just a bit of fun... Let's talk about our main topic today: Sustainable marketing. What comes to your mind when you hear the word "sustainable marketing"? Reusable coffee mugs? Planting trees? Offices powered by renewable energy? Those are great examples but do not cover all that sustainable marketing does. If you like to dive deeper into the concept of sustainable marketing and how it works, we invite you to keep reading.

Sustainable Marketing Definition

Sustainability means continuity. A sustainable practice means doing things in a way to generate long-term value. Applying this to marketing, we have a definition of sustainable marketing - the promotion of a company's sustainable efforts.

Sustainable marketing is a company's attempt to show customers how to create long-term value for the market and society at large.

A common misinterpretation of sustainable marketing is green marketing. They have a lot in common. But while green marketing focuses only on the environmental aspect of sustainability, sustainable marketing is broader and works on many issues such as work ethics or economics.

Another thing to separate from sustainable marketing is green-washing. Unlike green or sustainable marketing, greenwashing is not an ethical marketing practice as it provides misleading information to make the company appear eco-friendly.

Sustainable Marketing Examples

Now that you know what sustainable marketing means, let's check out some examples:

Sustainable marketing example: DressX - Digital fashion platform to reduce clothing waste

A success story of sustainable marketing comes from DressX - a company that makes digital clothes for people to express themselves on social media and virtual fashion shows.

The clothing industry is a huge source of waste and pollution. Take a pair of jeans, for example. Producing it would require 1,800 gallons (3,240 liters) of water, enough for a person to bath, drink and wash clothes for a month! ¹ There is also waste from the customer end. A study surveying people in 20 European countries showed that most people did not wear half of the clothes in their closets.² Million tons of clothes are thrown out each year, and up to 85% of them end up in landfills.³ This might not sound too bad, except clothes in landfills are later incinerated, producing a lot of carbon dioxide that pollutes the air. Not to mention, low-quality clothes made from synthetic materials such as polyester and spandex take a lot of time to decompose.

To address these challenges, DressX brings forward a digital solution. So instead of filling their closets with new clothes every few weeks, people can dress up in pixels and save the planet from unnecessary waste!

Here's a quote on the company's website that reflects their vision of sustainability:

Fig. 1 - Sustainable digital fashion

Sustainable marketing example: DHL - Sustainable logistics company

You may have known DHL as the company that shipped Amazon packets to your home, but there is more to it than delivering goods.

DHL aims to contribute to the world by being environmentally and socially responsible. For example, one of the company's primary goals is to achieve zero carbon emissions by 2050. It has been working steadily towards this by powering buildings and vehicles with sustainable fuels, installing green last-mile delivery, and building a green product portfolio.⁵ The company is also very transparent about its sustainable practices. There's a whole section on the company's website dedicated to sustainability.

Fig. 2 - DHL delivery van

Importance of Sustainable Marketing

So as you've seen, sustainable marketing is common practice for many companies worldwide. But why is it important? There are three main benefits of sustainable marketing:

• Increasing sales,

• Ensuring the company's survival,

• Making a positive impact.

Sustainable marketing: Increasing sales

According to a study by SmartestEnergy, more than 80% of customers prefer companies that adopt sustainable strategies. However, only 45% are unaware of sustainable companies' eco-friendly practices.⁶ These findings show that many companies are missing out on the opportunity to generate extra sales from environment-conscious customers. By investing in sustainable marketing, companies can attract more people and increase their sales.

Sustainable marketing: Ensuring business Survival

Products don't appear out of thin air. They are made from natural resources. For example, clothing production requires plants (cotton), animals (wool, silk), and petroleum (polyesters).

The problem with natural resources is that they will run out one day if we don't try to maintain, refill or recycle them. This is where sustainable practices come in. By using resources sustainably, the company can ensure its future & survive in the long run. Sustainable marketing also plays a significant role in educating customers to change their behavior.

Sustainable marketing: Making an impact

Companies can't produce a socially and environmentally responsible good or service unless they make one. Sustainable marketing practices encourage firms to manufacture their products more sustainably. This not only increases the product value but also contributes to the environment and social goods. While carrying out sustainable practices, companies can educate their customers and encourage them to join the effort.

Best Sustainability Marketing Campaigns

Here are some real-life examples of sustainable marketing campaigns:

Return, Recycle, Repeat is a sustainable marketing campaign launched by The Body Shop in 2019. The Body Shop originates from the UK and promotes the use of natural skincare products to customers.

The campaign is the company's attempt to help people cultivate a more sustainable shopping habit. It has now been implemented in 400 locations worldwide and received positive sentiments from customers.

To participate in the campaign, customers must return their used packaging to a Body Shop store and pop them in the Return, Recycle, Repeat bin. The packages are shipped to the company's recycling partners, where they are recycled and repurposed.

In some locations, The Body Shop offers customers a refill scheme. All they have to do is to purchase an aluminum bottle at the store and ask an employee to fill it up with a hair care product, shower gel, or handwash. They can simply go to the store for a refill when they have used up the content.⁸

Fig. 3 - The Body Shop shower gel made from natural ingredients

The Home That Runs on Dunkin' by Dunkin' Donuts

Here's another excellent sustainable marketing campaign by Dunkin' Donuts. You may have drunk Dunkin' coffee, but have you ever lived in a house powered by Dunkin' coffee grounds?

"The Home That Runs on Dunkin" will provide you with just that. This is a project by Dunkin' Donuts to promote sustainable practices and show people how less can be more.

These customer-made and tiny transportable homes run on biofuel using 80% coffee oil extracted from Dunkin' coffee grounds. Inside the house are a bathroom, a king-size bed, a living room for two, and a cozy coffee nook. The floor is made from solid walnut materials, and every corner of the house is stoked with Dunkin' coffee (of course!).⁹

Fig. 4 - Dunkins' cream and cookie donuts