How can sustainability change a company’s structure and mission, and is it effective?
Acording to Chris Sherwin, sustainability is only of interest to a small, niche part of the market. People want the same brands, with the same prices and quality but with sustainability built-in.
Sustainability can be a brand builder. PepsiCo and Toyota have established new initiatives using sustainability marketing in recent years. What determines if a company’s actions of being sustainable are paying off is related to the consumer’s perspective instead of to the lead message from their marketing campaign.
Consumers expect commitment from “sustainable brands” to act accordingly to their campaigns. One example is Puma; its mission is to be the most desirable and sustainable sports lifestyle company in the world. By creating positive changes, it is helping their brand to be more desirable, which increases its sales.
Film and documentaries can have a positive impact and contribute to a positive change in consumer behavior. If the consumer is aware of the issues that the world is facing and you as a company are giving them the opportunity to do something about it, then it is more likely they will buy your products.
The benefits that the company is having apart from increased sales are the reduction of CO2 and waste water by 25% for 2015. Not only will this save them money, but it is also going to act as an investment, even though these products will cost more with the economies of scale prices will eventually come down.
Sustainability has to be a part of the everyday decision making process, and a brand might have to reinvent itself to create a positive change, but it engages its employees and also the consumers into working together to have a positive impact on the planet. Creative campaigns that show a brand’s commitment with the environment are going to attract the new wave of eco-friendly generations that are willing to take a stand into protecting our environment, leaving this brands with higher profits than their competitors.
Links: Green Messaging isn\’t enough of a Marketing Proposition, Puma chief on linking creativity with sustainability