An increasing trend growing in relevancy between brands and their consumers is the demand for environmental and social responsibility. According to Havas Media, 79% of global consumers prefer to buy products from environmentally responsible companies. Creating a sustainability agenda for a brand or company helps create a competitive advantage that actively communicates with the consumer on issues that matter to them.
This is only an effective strategy if the company can demonstrate that they are completely committed to responsible business and sustainability.
Environmental and social messaging is not enough. During this global economic downturn, the focus of marketing and consuming is on value. Differentiation from your competitor is more important now than ever before. Sustainable communications offer the leverage for differentiation and enhancing your brand.
Companies who are able to do this are going to emerge from the recession eating up market share like Pac-Man at a Chinese buffet. Sustainable communications is about dematerialization, increasing the emotional value of a brand while decreasing the physical resources used in its everyday operations. This will engage consumers and create trust and loyalty. It is not about going green at the snap of a finger, or ‘greenwashing’, which is communicating that you are green when really, you’re not.
It should be about clear communications that brings all consumers to action. A recent study from Forrester Research shows that almost 77% of all consumers don’t believe in the ‘green’ marketing communicated by brands. This proves there is massive confusion and skepticism among the consumer-base that companies talk, but don’t walk. This transition is occurring when most companies are going digital, which can transform the dynamics of any company.
The ability of online search gives an incredible amount of power to the consumer to find anything, at anytime, anywhere in the world. They will be actively looking to call you out, if you are bluffing. Companies are missing out on opportunities to tap into the web and provide a transparent and engaging sustainable communication platform that can widen their consumer base.
It will save companies money by moving to a more digital format, as well as give them real-time data on the effectiveness of their campaigns. This will only improve efficiency and ROI. But you must be embedding sustainability into the heart of your brand and company, in order to be providing sustainable solutions for your clients.
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