“What is and Why is” Sustainability Marketing so Important?

Why Sustainability Marketing?Sustainable marketing is about what you market – creating brands and businesses fit for the future – and the way in which you market – providing clear, relevant information and campaigns to create both profit and positive societal change. It involves product/service innovation, effective communications and influencing consumer behaviour to be more sustainable.
There are not enough planets to sustain current levels of consumption, particularly as the world’s population grows and competition for resources increases. Add to this the many social problems associated with excessive consumption, such as long-term ill-health and social inequality, and the issues are too great to ignore any longer.
Marketing has traditionally been seen as part of the problem, helping to create the many unsustainable habits we now need to change – but it can also be part of the solution, making new alternatives desirable and mainstream.

The market for ethical and sustainable products has grown significantly over the past ten years, and continues to increase, but the vast majority of consumers simply want to keep buying the products they know and love, safe in the knowledge that the companies making them will not do harm in their names. Mainstream businesses that develop and market more sustainable products and services can therefore tap into this demand, whilst increasing customer loyalty and trust. Conversely, those that merely use sustainability for ‘greenwash’ risk seriously damaging their reputations.
Who should be interested in Sustainability Marketing?
• CSR managers
• PR managers
• Climate change & carbon managers
• Consumer campaigners
• Internal communications managers
• Local Gnity organisations
We can through a half-day session show you how to:
Understand your communications landscape
We will help you identify your key audiences, as well as major communications opportunities and challenges, to help ensure you are focusing your sustainability marketing and  PR on the area that has the potential for greatest impact.
Set impactful goals and objectives
Through the setting of ambitious goals and objectives, we will help you develop a communications structure which will stand up to the toughest criticism, avoid the greenwash label and deliver cut-through. We will work with you to ensure that your communications objectives fit perfectly with your organisational objectives. We will also give you guidance on measuring the impact of your marketing and PR campaign in relation to its impact on sustainability.
Develop effective key messages
For a campaign to have maximum impact, it is vital that it is underpinned by unified and well-crafted key messages. This is not an exact science, as a message which motivates one audience has the potential to alienate another. We will help develop messages that work for you, the media and your stakeholders.
Develop campaign-specific activity and tools
This intro meeting will be highly tailored around you and your desired campaign. Depending on your specific objectives, we can build in options such as showing you how to develop a presence as a media commentator, how to use a specific channel such as social media or how to develop creative media stories.  Hopefully we can then agree a series of next steps to develop your sustainability marketing strategies.