Increasing awareness and concern for climate change is having unprecedented impact on consumer decisions. In a recent report, American Express revealed that when deciding which businesses to support, 91% of consumers are influenced by a brand’s reputation.
Consumers want to support businesses that mirror their own consciousness of social responsibility, especially in the nuances of production – from the sustainability of materials to the treatment of human labour and fair trade.
Here at Route, we have extensive experience of the Sustainability market and its customers. Our multi-channel marketing campaigns help you not just grow but consistently nurture the reputation of your business so you can sit back and watch your marketing dreams blossom.
In today’s world, sustainability has become a key consideration for businesses across various industries. However, marketing and promoting sustainable initiatives present unique challenges:
A main challenge is to effectively communicate the value proposition of sustainable products or services. Businesses must articulate the environmental and social benefits they offer to convince consumers of their positive impact while highlighting the advantages compared to non-sustainable alternatives.
Sustainable marketing requires identifying and targeting the right audience who align with the values and principles of sustainability. This involves segmenting the market and understanding consumer behaviour, attitudes, and preferences towards sustainable practices.
Consumers are becomingly more discerning and cautious about greenwashing, where companies claim to be more sustainable than they are. It is therefore fundamental to establish trust, requiring transparent communication, credible certifications, and a genuine commitment to sustainability.
Demonstrating the tangible impact of sustainable initiatives is essential for both businesses and consumers. Measuring and reporting key performance indicators related to sustainability, such as carbon footprint reduction or waste reduction, helps build trust and showcases the effectiveness of sustainable efforts.