Essentially, it's about going beyond profit-driven motives to truly achieve solutions that will have a longer lasting impact, and there is no doubt that the pressure on marketers today to deliver on sustainable marketing strategies is ever more critical. 

The Shift in the Industry

The world has shifted in so many ways that gone are the days when a winning marketing strategy encompassed a plan around driving sales and generating leads.

It has grown beyond that. In today's world, perception is the biggest driver of how well a brand does where purpose and impact, both on society and the planet are what consumers are drawn towards.

In fact, data shows that 47% of consumers are willing to pay between one to 10% more for products made from recycled, sustainable, or eco-friendly materials.

Furthermore, 51% of consumers are willing to pay between one to 10% more for biodegradable products that can be disposed of at home. This not only shows us the opportunities but can be used as a blueprint for marketers to ensure a brand prioritises long-term impacts that will have a positive outcome for the business but also for the planet and society.

Principal Drivers of Marketing Sustainability

As we try to innovate and push our thinking to produce products that are good for mankind and the planet, there are key principles that should not be overlooked when working toward achieving your sustainability goals:

Authenticity

Never put on a show; ensure that what you say and do is honest and verifiable to avoid it being perceived as greenwashing.

Transparency

This is how you build brand trust and loyalty: being open and honest about business practices will show the brands' vulnerability and willingness to do better. 

Sustainability

Knowing that it's not a quick-fix scenario, sustainability is about playing the long game. It takes time to see the environmental impact and to promote products made from sustainable materials that are durable, repairable and recyclable. 

Consumer Awareness

While we know some consumers are aware of the benefits of sustainable products or packaging, the education job never ends.

There will always be a need for constant communication around the environmental impact of different products and services and sharing knowledge about the importance of sustainable choices. 

Compliance

Complying with environmental regulations and standards and exceeding minimum requirements where possible.

Looking Forward

There is no denying that the ecosystem of conscious brands has slowly been growing as the consumer holds power and becomes more aware of the environmental impacts most brands have on the planet.

This has forced brands to put on a sustainability lens that is all encompassing. As marketing professionals, we must never lose sight of including Sustainable Environmental Goods in our end-to-end strategies with a lens that not only takes into account the local environment but understands where the rest of the world is at.

In South Africa, it is crucial to foster a more eco-conscious consumer culture and address the pressing environmental challenges facing the country. This is especially true as research indicates that South Africans are not taking an active part in tackling climate change.

Furthermore, the same research from the Ipsos November 2023 report indicates that while South Africans are not actively doing the work, 63% of them say climate change has already had an effect on our country, and 78% believe in the next 10 years, we can expect a compounding impact.

Therefore, looking into the future, sustainable marketing will be driven by a growing consumer need for eco-conscious brands that prioritise the circular economy, adopting tech innovations and sustainable products and / or packaging. 

More than anything, action is what will count over and above strategies as, while 46% of consumers feel guilty about their impact on the environment, 60% believe that companies aren't doing enough to support sustainability and ethical best practices.

In this context, a 'follow the leader' scenario applies. As such, corporates need to encourage consumers to prioritise sustainability in their purchasing decisions through awareness, education and transparency — thereby leading South African consumers to contribute and promote ethical practices.

An end-to-end approach must be attained in business to contribute to curbing Green House Gases to deliver the legally binding international treaty on climate change known as the Paris Agreement, which was adopted by 196 Parties at the UN Climate Change Conference (COP21) in Paris, France, on Saturday, 12 December 2015. Its overarching goal is to limit global warming to 1.5°C by the end of this century.

Some areas that step change this are:

  • procuring locally
  • scaling up regenerative agriculture
  • preserving watersheds
  • reducing water use across the value chain
  • driving for a transition to circular and low carbon packaging, and
  • recovering waste packaging and reducing food waste.

These are some tangible examples of how food industries in particular can play their part to have an impact on preserving and protecting nature.

This shift towards sustainability is not just a global trend but a necessary response to local environmental issues such as water scarcity, waste management and the impacts of climate change.

Through supporting products and companies committed to environmental stewardship, consumers can drive demand for greener options, encourage more businesses to adopt sustainable practices and ultimately contribute to a healthier, more resilient ecosystem.

In essence, making informed, sustainable choices is a powerful way for individuals to make a positive impact on both their immediate surroundings and the planet.

The role of sustainable marketing will become an even bigger and essentially critical function of keeping businesses connected to their conscious consumers while meeting the required sustainable regulations through watertight strategies that influence a greener future.

For more information, visit www.danone.com. You can also follow Danone on Facebook, LinkedIn, X, or on Instagram. 

*Image courtesy of contributor