Guest post by Dylan Berger.
The eco-consumer movement has increased the demand for sustainable products. Businesses are responding to this trend, transitioning away from environmentally degrading manufacturing and distributing procedures. Adopting eco-conscious business practices is one step toward success.
Companies must also market their sustainability efforts to increase consumer awareness and loyalty. They can enhance the legitimacy of their actions by separating themselves from “greenwashers” who make claims of sustainability without following through.
Before evaluating the methods of effectively marketing your eco-friendly business, it’s important to assess consumer demands.
The Future of Eco-Consumerism
The media has begun highlighting adverse climate change effects more frequently, increasing society’s concern for the future. It creates an exigence, pushing consumers to alter their actions and habits. Researchers evaluated the significant impacts on the market, especially among younger generations.
About 62% of Millennial and Gen Z customers are more likely to purchase sustainable goods over environmentally degrading versions. Additionally, nearly 73% of Generation Z consumers are willing to pay more for eco-conscious products. All retailers and manufacturers must eliminate pollution-producing practices in the future to remain competitive in their fields.
You can help companies stay on top of market trends by enhancing the efficiency of their sustainable marketing tactics. Individuals are increasing their awareness of authentic green certifications, strengthening the demand for transparency. Business owners may attain and display sustainable credentials to improve the success of their marketing efforts.
Achieving baseline certifications in your particular industry is essential, along with finding a niche. It is more effective to market a company’s goods, services, and efforts to a defined audience of invested individuals.
Specify Your Efforts
You may effectively market your eco-conscious efforts by straying away from buzzwords like “sustainable,” replacing them with precise language. Environment-minded consumers are educated and looking for a company’s specific efforts towards minimizing pollution and climate change impacts. Choosing a niche can differentiate a business from its competitors, increasing your success.
Some companies focus on distribution impacts, minimizing transportation emissions with carbon offsets. Others offer compostable packaging, which researchers found increases a consumer’s likelihood of purchasing by 64% on average. Business owners can also pair their sustainable niche with renewable energy sourcing to enhance their authenticity.
Individuals may increase the marketability of their specific efforts by increasing the transparency of their actions. Some businesses are placing carbon calculators on their websites, helping individuals quantify the environmental impacts of their purchases. Others show consumers where they source their materials, creating a visual map of a product’s lifecycle.
Refine Your Audience
Before developing a specific marketing tactic, it is helpful to define your audience based on a particular demand. Once you determine your target consumers, you can create a marketing plan catering to an unmet need.
The demand for luxury emission-free cars is rising. Ford examined the need and invested nearly $11 billion in electric vehicles. The company is marketing these EVs to high-end consumers interested in modern technology.
Other companies are meeting the demand for container-free cleaning products, distributing capsulized solutions for reusable spray bottles. Marketing professionals may target holistic-minded parents or owners of sustainable cleaning services to increase the success of the businesses.
Define Your Long-Term Sustainability Commitment
Investing in a sustainable product, like an electric car, is a significant decision. Emission-free vehicles require unique maintenance procedures which affect the battery’s efficiency and the system’s longevity. Purchasing a conventional vehicle is easier and less time-consuming.
Companies must go out of their way to influence sustainable product purchases in the early stages of eco-consumerism. Customers are more likely to invest in eco-friendly products over less sustainable versions when the distributor shows a long-term commitment to climate change prevention. Individuals want to ensure the extended reliability of their products and ongoing support from the manufacturer.
Businesses can display their long-term commitment and stability using cause marketing. This marketing method connects a sustainable company with a charity, distributing a portion of all profits to bettering the planet. Many eco-conscious businesses team up with conservation organizations like the World Wildlife Fund (WWF).
Connecting with an established and well-known organization can increase a consumer’s trust in a sustainable business. The brand may additionally hold annual or biannual campaigns supporting pollution cleanup projects or other climate change prevention efforts.
Combining Marketing Methods
Marketing is complex, constantly changing (and adapting rapidly to change, as learned during COVID) to meet technological advancements and consumer demands. The methods are not one-size-fits-all, and using a combination of them can increase their effectiveness.
It’s essential to track your client engagement to determine the success of your marketing strategies when displaying your sustainability efforts.
Dylan Berger is a digital marketer and SEO at WebFX, where he writes about B2B and B2C marketing. He studied advertising in university but is a life-long student of philosophy, design and art.