The population is growing and so is the economic power of the middle class around the world. All of whom are obsessed with the fantasy of unhindered consumerism, but the world isn’t getting any younger, it’s a wonder its even alive, at 4.5 billion years old!
For some reason the vast majority is intent on destroying it, they’re placing intolerable strains on earth’s natural resources. There is more demand than supplies, more energy is being used and the production of man-made waste is at an all-time high.
There is a need to question our existing patterns of consumption and a pursuit of global sustainability. The spotlight is on the key drivers of the system, i.e., commercial brands. These brands must take responsibility and ensure manufacture of more sustainable products for the consumers.
In doing so they will not only improve the direct and indirect impact their products have on the environment and the consumers but also, possibly become the leaders of change.
Achieving an entirely sustainable economy is long and tedious journey but businesses play a crucial role towards attainment of that goal.
They need to address the social and environmental impact their business could have on the planet and deal with these issues via purpose driven product innovation. By doing so they can address the environmental challenges, boost sales and build a solid customer base, however they must be smart about how they market it.
The notion that sustainability comes at a cost for businesses is false, in fact with the continuous depletion of raw materials, increasing costs and competition, institutionalizing sustainability has become imperative.
Sustainability is a driver of innovation, and with effective marketing strategies in place businesses can be profitable and ethical at the same time. It is important that once you have manufactured a product that supports the environment you must appropriately update your customers. An eco-innovative product needs to be correctly communicated with the target market, so that the desired result is achieved.
The use of billboards or paper may not align with the beliefs of an ethically conscious brand, therefore digital marketing is the best option. It’s an eco-friendly approach to market your product and may also be cost effective. Digital marketing lets businesses have access to an audience that may otherwise be inaccessible, while having the full freedom and control over their visuals and how the message is communicated.
By shifting focus towards greener products, and promoting it in efficient ways, brands can play their part in spreading awareness of major environmental issues and create a wave of environmentally conscious thinking amongst the consumers.