4 Tips for Marketers: Sustainability Is the New Black

Sustainability has evolved beyond going green to include the human, social, economic and environmental decisions that brands make day after day. As consumer demand for sustainability increases, companies must keep up, writes. Tommy See, Marketing Product Director, CGS. 

The sustainability movement is no longer about simply “going green.” The definition has evolved over the years and today, truly sustainable brands are organizations that have integrated human, social, economic and environmental issues into their business operations. In the eco-conscious world of retail and apparel, the demand for sustainability is growing and brands need to keep up or risk losing customers.

It has become so important to consumers that 81 percent of millennialsOpens a new window  admit they expect companies to declare their corporate citizenship publicly. Reports have even shown that many consumers will spend more money on a product if it comes from a sustainable brand. Now, brands must ensure their sustainable missions are actually reaching customers and not getting lost in the crowd.

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To do this, marketers must be on the frontlines of the sustainability movement for their companies. The following strategies can help marketers better communicate their vision and sustainability programs to new and existing customers:

1. Consumers are willing to pay more: According to a recent surveyOpens a new window , consumers are willing to spend more for sustainable products, with 66 percent of Americans saying they consider sustainability when making a purchase and 68 percent of Gen Z shoppers having made an eco-friendly purchase in the past year. Brands should take this into account when creating sustainable marketing campaigns.

2. Look to sustainable leaders: Take a page from the book of brands and organizations that are driving the sustainable movement, including Patagonia and the Sustainable Apparel Coalition. Patagonia developed Woolyester, a material that blends wool, polyester and nylon to use approximately 50 percent of waste materials. On a larger scale, the Sustainable Apparel Coalition is making its mark across the apparel, footwear and textile industries by promoting standardization that allows factories around the world to measure social effects of the value chain and assess the environmental impacts.

3. Remain genuine and tell your story: It is critical for brands to remain genuine. Companies should be transparent and share the work they are doing related to sustainability. Branding has a large influence on consumer behavior, especially in the apparel market where it is saturated with a lot of alternative options. Remember, today’s consumers want to purchase from a company that aligns with their beliefs. Marketing should be used to share the story and educate consumers on the issues and solutions across all channels and touchpoints.

4. Track the right metrics: To track sustainability marketing efforts, companies need to track the consumer journey and produce content that tells the story for the brand. This will be shared across all media, online and offline, and companies need to carefully monitor this to understand if the story is resonating with consumers. Marketers should look at sales to gain insights about whether their sustainable messaging is resulting in a financial return.

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A look into the sustainable future

There are many reasons for brands to focus on sustainability, but much of it is that companies really do care about contributing to society. They want to do the “right thing.” In the digital age, there are a variety of resources that brands can turn to for data on environmental impacts and the state of economic and social issues. For change to happen at scale, the world’s largest brands such as Nestle and Kering are spearheading the way. These organizations are looking at ways to reduce elements that are negatively affecting our environment, such as waste, gas emissions, chemical and energy use. It’s up to smaller brands to pay attention and follow their lead.

Ultimately, companies that do not maintain sustainable and ethical business practices will not be prosperous. Consumers will stop buying from brands that act irresponsibly and opt for companies that practice, and promote, fair social, economic and labor practices.