Leveraging Sustainability in Marketing Strategy
Blake Zimmerman of Houston, TX on how you can leverage your business' sustainability practices in your marketing strategy.
In 2018, a study revealed that 63% of consumers prefer to shop from brands that are purpose-driven. This sentiment has continued to grow. A 2020 study conducted by IBM revealed that over half of consumers are willing to make changes in their shopping habits to be more eco-friendly. The study also found that over 80% of respondents consider sustainability an important factor when it comes to their decisions. In order to appeal to a growing socially-conscious audience, a brand should consider using sustainable marketing. This article will explore the various steps involved in this strategy.
Have a Clear Purpose
Most companies judge their success based on the numbers. For instance, if a brand has a lot of revenue, then it is more likely to be successful. However, by having a clear purpose, sustainability can help brands evaluate themselves more positively. As a brand, you have to think beyond your products and services and reach beyond a certain industry. Before you start thinking about your brand’s social mission, make sure that it has a clear definition. For instance, if you are a women’s fashion brand, then it is important that you have a mission that focuses on improving the lives of women.
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