Sustainability marketing transformation
Don’t Panic
Sustainability isn’t scary. But it is a matter of survival – for your brand, for people, and for the planet.
If the fear of greenwashing is holding you back from telling your sustainability story, you might be ignoring one of the greatest commercial opportunities of our time[1]. Don’t miss your chance to make marketing (really) matter.
Green means growth. Why? Because sustainability and transparency are what consumers want now. We know you care about the future. We know you have a story to tell. And your audience wants to know what your brand is doing to reduce carbon output, set tangible goals, and really make a difference.
Your sustainability story is more powerful than you think. If bold, genuine action is there, it’s not greenwashing. It’s something to celebrate. And it’s time to start shouting about it.
Our Sustainability Marketing Manifesto
Sustainability Marketing Strategy
Sharing your sustainability goals and achievements is daunting. It’s a big deal.
That’s why we’ve broken our sustainability transformation strategy into two key steps to help you walk and talk in the right direction with creativity, integrity, and speed.
Inspire customers to make better choices
66% of consumers consider sustainability when making product choices[2]. So don’t be paralysed by the fear of greenwashing. Be brave, and be better.
The sustainability challenge is a chance to innovate and lead. We’ll help you stay aligned with how your customers feel about sustainability with creative, data-led content marketing that reflects their values and meets them on their terms.
By telling the story of your genuine action towards decarbonisation, you’ll use your marketing to educate and inspire better choices in your audience and across your sector. Wherever you are on your sustainability journey, we’ll help you communicate your progress, encourage wider action, and build consumer trust.
Decarbonise your marketing production
But there’s a cost to creativity – it’s carbon. So sustainability storytelling can’t just be about what you say. It’s also about how you say it.
There’s a content duplication problem in marketing – across markets, teams, and channels. It’s a huge waste of budget, time, energy, and carbon.
The era of single-use marketing content is done. The online user is responsible for somewhere between 12-42g of CO2 emissions[3] a day, just on their mobile. Imagine how much per year marketing content contributes to that carbon output.
Carbon-greedy marketing causes harm, so it’s time to ditch our addiction to all things new. With better marketing capability, you can start creating sustainable, circular content that’s atomised across formats and channels, recycled, and refreshed each year.
Sustainable Brands
Garden Gourmet: Green without the wash
Garden Gourmet is Nestle’s leading sustainable plant-based product brand. We designed their content strategy for both B2B and B2C communications, encouraging both restaurants and consumers to find and adopt them as part of their sustainable journeys.
- In early 2020, we launched Garden Gourmet[4] to a B2B audience, helping them understand the benefits of offering more plant-based options on their menus through content planned around the customer sales journey.
- In late 2021, we helped launch the brand directly to a consumer audience – spreading the news that cooking sustainable meals at home can be an easy, delicious, and no-compromise choice.
adidas: Sustainable innovation in global marketing
When we think about pollution and single-use materials, we don’t really see digital production as an issue. Newsflash: it is. In a market where the need for new seems to be key to brand growth, there is a more sustainable way to stay relevant and fresh without wasting quality content you already have.
Every year, adidas produced iconic global campaigns with new images and media unique to the brand. Anyone could see the value in such an expert collection of assets. But we also saw how difficult it was for the creative team to identify opportunities for better efficiency and repurposing.
adidas needed our help to develop a strategy for creating more efficient, credible and connected storytelling whilst maintaining brand image and being more sustainable.
Enter: atomic content marketing…
By identifying and utility tagging the best creative assets (from high performing blog copy to clips in popular ads) adidas learnt to limit wasted time, budget and energy by enabling the remixing and recycling of existing content for future campaigns and life cycles.- Publishing multiple times and in multiple places has
helped adidas produce campaigns that maximise ROI, solidify brand identity, and reduce carbon output all at once.
More sustainability inspiration
Innovate and inspire – an optimistic guide to marketing success post-COP26
Sustainability is the new digital. It’s the new critical success factor for marketing transformation. Marketers have to get on board and adopt sustainable strategies – fast – or risk losing relevance and even being shamed by consumers for not doing enough. And as COP26 Glasgow draws to a close, excuses for brands to ignore the […]
Read more
Brilliant Reads: Sustainability Storytelling
Telling a sustainability story Last week we sponsored the Natural & Sustainable Consumer Trends Conference and heard how FMCG and CPG brands are tackling sustainability. It was a fascinating insight into how businesses are tackling challenges to do with sourcing, packaging and supply chain – the fundamentals of a truly sustainable business. We were keen […]