It’s not enough to just be great at what you do. These days, customers also expect you to do your part for the environment. But while eco-friendly methods can do wonders for your brand's reputation, it’s not always clear how to make green initiatives work for you. The answer? It all comes down to clever sustainable marketing strategies!
The right strategy tells the world about your approach and positions your brand as a force for good – and that can bloom into big rewards. This article looks at simple ways to do just that.
What is sustainable marketing?
Sustainable marketing is about promoting your company’s eco-friendly methods, services and products. This extends to how you market your brand, such as using 100% recyclable leaflets to reduce what goes into landfill sites.
Green marketing strategies don’t just focus on making your brand a household name. They also raise environmental awareness, often through sustainable promotional products.
Here’s an example: Vivienne Westwood used sustainable materials to create eco-friendly displays for their #DontGetKilled fashion line. See our Vivienne Westwood case study for the full story.
What are the benefits of sustainable marketing?
Sustainable marketing strategies can mean big things for your brand! Here’s what to expect in return:
A competitive advantage – Reducing your environmental impact builds trust, so it’s a safe way to grow your customer base. Once you’ve earned a customer’s trust, they’re less likely to shop elsewhere. You might then get new projects through word of mouth.
New opportunities – Investors love innovators, and businesses like to work with responsible brands. The greener you are, the more likely you are to stand out, and you may even get some media attention.
A morale boost – A sustainable marketing strategy will boost your brand’s image, but that doesn’t end with customers and investors. It can also attract the top talent and keep staff engaged. After all, everyone wants to think they’re part of something meaningful!
Get started with these sustainable marketing strategies
Wondering how you can market sustainably? Here are some tips to get you started.
1. Build eco-friendly displays
Whether you’re running an event or putting up posters, you can go green by making displays out of recyclable materials. Pick an FSC-approved paper for your posters, and instead of buying PVC signage, ask your supplier about PVC-free options. Although vinyl graphics have traditionally contained toxic PVC, there are now plenty of eco-friendly products on the market.
In our experience, Re-board is one of the most sustainable promotional products around. Its durable internal core, combined with a lining made from reclaimed materials, means it’s perfect for all kinds of displays. Check out the benefits of Re-board to learn more.
2. Advertise your green initiatives
A good marketing campaign will explain who you are and what you offer. To go a step further, green marketing strategies usually make a big deal of going green. One example is Tesco, which printed, ‘This electric van helps lower emissions’ on the side of its delivery vans.
You could use a similar line to advertise your eco-friendly methods, and you might just encourage others to do the same!
3. Say yes to sustainable printing
A sustainable campaign will help your brand stand out as environmentally conscious – but why stop there? You can also adopt printing practices that are easy to do and make a big impact.
Print only what you need (on-demand) to reduce waste. You can also use non-toxic water or vegetable-based inks and replace outdated office printers with energy-efficient models. Read our guide to the five eco-friendly printing practices for more advice.
4. Wrap your vehicles, sustainably
Vehicle wraps are great for advertising, especially if already have a low-emission van. A fully wrapped car or van can be seen up to 18 million times a year – and that’s a whole lot of eyes on your green campaign! If you’d like to rent a vehicle for a marketing campaign, check out the vehicles available from Promohire. They’ve got everything from branded Airstreams to fully electric vans.
Be sure to ask for a PVC-free wrap like 3M’s Envision Sustainable Wrapping Film. Now you can display a vibrant wrap knowing it’s good for the environment, without any toxic chemicals.
5. Support a green charity or cause
Sustainable marketing strategies can help raise awareness for your brand, as well as the charities you support. Why not ask to partner with them on your sustainable campaign? Working with a charity like Friends of the Earth through affiliate marketing shows that you care, and they might just be glad to have you on their side.
Bonus: It’s a simple touch, but sustainable swag, gifts or samples can help your brand grow. This could be something like a reusable tote emblazoned with your logo, or something made of card or bamboo.
Need help with sustainable marketing?
Marketing your brand as a force for the environment can be easier than you think. All you need is the right partner! Here at Raccoon, we like to make things simple. Either browse for sustainable promotional products in our online shop or fill out a short online form to get your project started.
We help brands go green through events and activations and provide sustainable options for every kind of display product. Click the link to start your ‘green’ marketing journey.
