We have previously analysed the role of marketing and communication in climate change, and highlighted how teams can offset their carbon emissions, however, sustainability itself is a core tenet of modern marcomms, and a fundamental component of any effective consumer-facing strategy. In fact, organisations that don’t look to highlight their climate focus could struggle to engage with modern audiences, and see themselves fall behind more forward-thinking competitors. But authenticity is key; real environmental credentials are not something that can be forced, and increasingly savvy consumers can smell inauthentic or falsified initiatives from a mile off. With this in mind, what is the role of sustainability in modern marketing, and how can organisations ensure their activity is hitting the mark with target audiences?
Regardless of political changes across the Atlantic, and the seemingly diminished focus on ESG requirements, sustainability remains a key area for the majority of businesses across the UK and Europe. Over the past two decades, the topic has gone from what was often a tick-box exercise for many employers, to one of real significant concern. Environmental focuses were historically reactive, and driven by the need to remain compliant, or to keep specific customer markets on side, but today, forward-thinking businesses recognise the topic as integral to their mission and overall value proposition, mirroring broader societal demands for environmental accountability.
Sustainability in Modern Marketing
We are all seeing more stories from around the world highlighting worsening climate issues, and this is one reason why sustainability has increasingly become an area of concern that is being reflected in brand identities. Wider sentiments have also evolved; where once the likes of Patagonia and Innocent Drinks were part of a small cohort of like-minded organisations, now it is those businesses that do not promote their environmental credentials that are the outliers. As employers navigate the complexities of environmental stewardship and social governance, the integration of sustainability into marketing practices has become a must, and can offer a real competitive advantage.
More Than a Slogan
However, while it’s simple to talk about sustainability, actually putting these focuses into action is no easy task, and the modern consumer is a lot less naïve than at any time in the past. This means that action is key, and there is only so much even the best marcomms professionals can do without their organisation also having to pull its weight. A variety of factors have meant that individuals are a lot more aware of when businesses are failing to be authentic. They are increasingly discerning and seek brands that align with their values and demonstrate a genuine commitment to sustainability. This trend is particularly pronounced among younger demographics, who prioritise ethical considerations in their purchasing decisions more than any generation that preceded them.
Authenticity is therefore paramount. Consumers are adept at identifying superficial or insincere sustainability claims, and there is a reason the phrase "greenwashing" has sprung into public consciousness in recent years. To avoid this pitfall, organisations must ensure that their marketing messages accurately reflect the realities of their real-life actions.
Consequently, integrating sustainability into marketing strategies involves more than just fluffy messaging or highlighting eco-friendly products or initiatives. It requires a holistic approach that encompasses supply chain management, product lifecycle analysis, and – crucially - stakeholder engagement. Brands that can authentically embed sustainability into their activities - and narratives - will be far better positioned to build trust and loyalty among their consumers. Transparent communication, supported by verifiable data, third-party certifications and external accreditation can all enhance credibility and reinforce brand integrity.
Changing Roles
Perhaps unsurprisingly, the sustainability shift has driven a parallel change in the nature of marketing roles, and the skills being sought by employers for positions that are ultimately on the front line of consumer communication. While some competencies can be developed, the most forward-thinking employers are adapting their hiring strategies to ensure that they have the attributes in their teams to contribute meaningfully to sustainability efforts. They are increasingly seeking those not just with evergreen marcomms expertise, but also with a deep understanding of environmental and social issues, coupled with the ability to communicate, often complex, concepts effectively and concisely.
While the global climate agenda has hit some Trump-shaped bumps in the road, for the vast majority of organisations, sustainability is an increasingly central tenet of modern marketing. As the severity of the environmental crisis continues to be recognised, and as organisations strive to meet the expectations of conscious consumers and navigate an ever more frenetic and complex regulatory landscape, the integration of sustainability into strategies is becoming even more key.
Ensuring organisations have the right skills within their marcomms teams is therefore of paramount importance; these individuals play a pivotal role in promoting environmental and sustainable expertise, and serve as the bridge between organisational values and customer engagement. By identifying and recruiting those with the necessary skills who can develop authentic, purposeful communication, marketers can drive meaningful change and position their organisations for long-term success.
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If your business is looking to invest in its sustainability messaging or grow its marketing and communications team, get in touch with our expert team to find the talent it needs to thrive.
