Despite being the focus of the marketing strategies of several companies that follow a sustainable management model, many agree that the end consumer is unaware of the advantages of purchasing products that follow these pillars.

The importance of the Marketing area for such companies is paramount when it comes to educating prospects (potential customers) and clients, in order to position the brand and its actions between the public and the market, thus increasing its share of mind also in the sustainable segment. The concept gained new contours with the vision that companies must seek balance between three pillars: economic, social and environmental (Tripple Botton Line concept).

How to make the relationship between Sustainability and Marketing in your company

The Marketing department must enhance the company's sustainable gains through benchmarking, that is, by observing the successes and failures of other companies that implemented actions in the sustainable segment.

a) Research, monitor and add value

The main role of Marketing is to create a value proposition that serves the customer. Analyze how sustainability can be of interest to consumers and research elements that make up sustainable development in the company's business, in the competition and in the market in general.

b) Exchange experiences

Visit other companies to find out how they are working, join sectoral entities, publicize your initiatives and participate in seminars, conferences, workshops It is events that discuss difficulties and advances in sustainability.

c) Segment your products

Marketing is able to classify and reevaluate products according to sustainability parameters and market positioning. Evaluate the possibility of disregarding non-sustainable products in your portfolio, such as items with low energy efficiency or non-biodegradable, or even launching a line aimed at another segment.

d) Unite the three actors

Marketing must try to unite government, business and society, promoting communication between sectors. The department must take advantage of actions with national and international repercussions, explaining the importance of sustainability to engage consumers.

e) The Brand

Currently, sustainability must be viewed by Marketing in a consumer and market-centered way, which monitors and “controls” everything through new technologies, pay attention to this public's understanding of your brand. Do research, improve your relationship channels, be transparent and monitor whether your practices and messages are being correctly met.

Remember that there are different levels of consumers. There are those who want your products and those who respect your brand, these can be simple prospects or even be potential candidates for your company, taking your values outside the corporate walls. Check out more in our post about People Management Sustainability.

f) Be careful with the Greenwashing

Be rigorous when choosing information that will be disclosed and pay attention to the use of simplistic, dubious language that leads to understandings that overvalue actions even when communicating the truth. Do not use terms that could be misinterpreted by the public, trying to benefit themselves. Don't lie: be clear and objective in your messages.

The role of Internal Marketing

The department can carry out internal campaigns for those who occupy higher positions in the corporation. Promote the exchange of experiences, with the presence of leaders, on the topic. Show how the development of sustainable practices adds value to the brand and the company, presenting concrete results.

Sustainability must function as an identity, an ID, for the employee. To achieve this, there must be a standardization of discourse. If everyone understands the same way, they work in alignment and practices start to happen in an integrated and concrete way.

Packaging

Make the consumer aware of the life cycle of the product and packaging. Show them opportunities for environmental gains from production to logistics and the end of the production cycle.

a) Look for sustainable packaging options

It must be more functional and durable. Work with the industrial department to optimize this resource. Insert information that is of interest to the consumer without having to fill it with material that will later become waste. Look for ways to convince the department about the importance of recyclable packaging and the importance of sustainability seals for the market.

b) Explain the terminology

Enrich the consumer experience by explaining dozens of new terms that emerge every moment in the era of sustainability. Translate and explain English terms such as: ecofriendly, carbon-neutral, low-impact, between others. More informed, consumers are able to choose products that adhere to sustainable development.

Control

Defining sustainable indicators is the first step. Are the products sold by your organization sustainable? Can they become more sustainable? Environmental performance is another relevant indicator for evaluating the sustainable development of the department. How much is energy and paper usage reduced? How many carbon credits could be generated? Indicators linked to the environment are also structural for sustainability.

Preparing Sustainability Reports, using the GRI model or another, including the topic in performance evaluations and linking practices to the variable remuneration policy are other advisable measures.

If you want to know a step-by-step guide to including your Marketing team in Sustainability planning, check out our Sustainability Guide – Marketing.