What is meant by sustainable marketing?

Sustainability is more than a trend and more than a fad that flares up for a short while and is then forgotten again. Environmental pollution, dwindling resources and climate change are issues that preoccupy our present day across all age groups and social classes and do not stop at "Fridays for Future" or the "Last Generation".

Some of you will probably remember how in the 1980s and 1990s - not least due to the rise of the "Greens" - there was a rethinking of environmental protection that was taken up relatively quickly by companies.

For example, detergents without surfactants and new cars with catalytic converters were increasingly produced and sold. The change was not only reflected in the products, but was also intensively incorporated by the companies in their marketing measures.

Today, we are experiencing a similar development under the buzzword sustainability. Almost every supplier now advertises sustainable and fair manufacturing, the elimination of too much packaging waste, or the reduction of CO2 emissions.

However, sustainable marketing is no longer just about individual products or services, but about the image of the entire company. Sustainable or green marketing aims to create a link between economic success and added ecological and social value for a company's customers and employees as well as for society as a whole.

In this context, there is also talk of a further development of the previous eco-marketing to sustainability marketing. This is no longer just about the economic success of marketing measures. Aspects such as the impact on the climate and environment, on people and animals are also taken into account.

In summary, it can be said that sustainable marketing is primarily oriented toward the following focal points:

• long-term thinking and acting
• Lowest possible consumption of resources
• Reducing CO2 emissions as comprehensively as possible
• Extensive renunciation of raw materials harmful to the environment
• Inclusion of environmental, social and ethical considerations.

Of course, classic marketing aspects such as product policy, pricing, communication strategy and sales still play an important role, but they are no longer the sole deciding factor as they once were.

Compared to ecological marketingwhich focuses on the on highlighting the environmentally friendly criteria of a product or service, sustainable marketing also incorporates social and ethical aspects.

Sustainability from the perspective of consumers and entrepreneurs

" Demand determines supply" - you probably know this classic economic theorem, which is still valid today. Demand refers to the consumer, supply to companies. However, the content and quality of the statement on both sides have changed considerably in recent years - not least with regard to sustainability.

How important is sustainability for consumers?

Various surveys and studies conducted in recent years have concluded that between 50 percent and 60 percent of consumers in Germany value products and services that live up to their personal ideals and beliefs.

This is true even in times of crisis, when financial burdens have increased significantly due to rapidly rising energy prices and general inflation. In return, they are also prepared to dig deeper into their pockets and not constantly look for the cheapest offers in order to save money.

Market researchers see the reasons for this in increased environmental awareness and a shift away from mass consumption. Consumers inform themselves more intensively before buying a product and pay far more attention to the image and reputation of companies, their values and ethical attitude.

They question the production conditions in the countries of origin, look at supply chains and transport routes and, overall, include the social and environmental responsibility of suppliers in their purchasing decisions.

What does consumers' desire for sustainability mean for companies?

Consumers' desire for more sustainability has a clear impact on the actions of companies. They are under pressure to adapt to the new circumstances. Focusing on or striving for profit maximization, which was the driving force behind companies' activities for a long time, is no longer enough today.

Globalization has led to significantly more competition on world markets. This creates additional problems: raw material resources and drinking water are becoming scarce, environmental pollution is increasing and climate change is having a clear impact. Added to this are growing poverty and hunger and a sharp decline in biological diversity (keyword: biodiversity).

Companies have a very large part to play in this development, and some businesses are certainly aware of this. They must not only offer their customers different, sustainable products, but also ensure greater transparency of their actions, more trust and social justice if they want to continue to be successful.

At the same time, this means that they must also transport the change with their marketing measures and develop corresponding concepts. In this context, we often speak of corporate social responsibility (CSR). CSR stands for the responsibility of companies towards society as well as for their concrete contributions to more sustainability.

One possibility for the development of sustainability concepts is the so-called three-pillar model. This model states that actual sustainability can only be achieved if economic growth, ecological compatibility and social security stand side by side on an equal footing and one pillar is not neglected in favor of another.

The EU defined the concept of sustainability even more broadly in the 1997 Treaty of Amsterdam. According to this treaty, sustainability includes not only the global natural heritage, but also economic, social and societal achievements such as democratic structures and a fair distribution of income.

How to integrate packaging into your marketing strategy

Packaging usually serves two purposes: On the one hand, they protect the more or less valuable contents from damage, and on the other hand, their design is intended to encourage your customers to buy.

This makes it an excellent marketing tool to which you should pay special attention, because it contributes a lot to the recognition value of your brand. So it's worth taking a closer look at this topic and considering how packaging for your products can be integrated into your marketing mix.

In 2021, consumers were asked via the POSpulse community to what extent packaging materials influence their purchasing decisions. The answers were as follows:

I am more likely to buy a product if it

• is packed in cardboard or paper: 30.02 percent
• is unpacked: 27.02 percent
• is packaged in plastic: 6 percent.

I tend not to buy a product if it is

• is packaged in plastic: 17.21 percent
• is unpackaged: 11.32 percent.

The proportion of other responses was 8.43 percent.

The figures show that unpackaged goods and packaging made from cardboard and paper packaging are clearly are clearly preferred by consumers, while plastic is frowned upon. For your marketing strategy, this means that consumers attach great importance to sustainability - because cardboard and paper are more sustainable than plastic.

There are products that can only be packed and delivered in plastic. But if this does not apply in your case, you should opt for cardboard or paper. The reason for this is certainly the desire for more sustainability.

There are no design problems with cardboard/paper. You can have the material printed, embossed, or finished in other ways, and use clever ideas to make unpacking the goods an experience. The important thing is that you consistently convey the image of your brand and your claim to sustainability.

Mediation of an overall concept for packaging

The packaging of your product is an essential component of sales promotion. It serves as a brand ambassador through its design according to the guidelines of your corporate design, as a guarantee of quality through its value, and as a sales advisor through explanatory descriptions and graphics.

Overall, look and feel have a strong impact on the buying behavior of your target group. If your products stand for sustainability, this must also be reflected in the packaging.

Materials like paper, cardboard, grass paper or, in the case of appropriate products, also wood and to a limited extent metal or leather show that you attach importance to easy recyclability and/or durability and that and credibly convey the self-image of your company.

Conclusion

With packaging made from the most natural materials possible, you underline your company's claim to sustainability and make this clear at the point of sale or in your online store. The type and appearance of your packaging should therefore be integrated coherently into your overall marketing strategy.

FAQ

1. How do I credibly communicate my sustainability claim with packaging?
   The idea of sustainability must be reflected in your packaging by using materials and design features that are as natural as possible. Trying to sell an organic product in plastic packaging is unlikely to be successful given consumers' increased awareness of sustainability.
2. Why is the type of packaging so important?
   Surveys show that consumers are more likely to buy products packaged in cardboard or paper than in plastic. The right wrapping for your goods can therefore make a decisive contribution to your sales success.