Sustainable marketing, more than 'green'

Michele van Heerden

This is however changing and there are some brave innovators who are not scared to leverage and amplify sustainability; drive economic value while doing good at the same time.

When it comes to developing brands and communication in the sustainability sector, some basics need to be considered to avoid wrath and embarrassment. The big thing is to realize that one size does not fit all, as the challenges and issues of credibility vary from sector to sector.

To get sustainable communication right, it needs to be simple, provide practical usable information and encourage people to join in and change.

Actions speak louder than words

Make sure whatever you are claiming is true and can be easily verified. If a brand is caught stretching the truth, the ability to come back is almost impossible. In the same breath be diligent and protect your brand, as it will be tested and questioned by activists, media and consumers alike.

The messenger is as important as the message

Medial placement can make or break your credibility - target your media and align your content accordingly. Paid media is always questioned, one needs to aim for media channels that are impartial, enable knowledge sharing and facilitate open dialogue. Social media is an excellent transparent channel for sustainable marketing.

Know your audience

When planning campaign activities, understand the difference between passive vs. active actions; know which one your audience is more likely to engage in and build your communication around it. We know from experience that most audiences prefer passive engagements, so make it easy for them to opt in or out.

Learning the art of sustainable communication is one thing, but getting the clients on board to talk about their CSR and green programs is quite another. Some people frown upon sustainable marketing, as amplification of 'do good actions', seen as leveraging off a poor situation and bad form. One only has to look at the different ways the Standard Bank and Nedbank approach their sustainable communication.

I was at a building conference last year and had a quiet chuckle up my sleeve when one of the guest speakers, an architect / activist from Namibia cautioned the audience against green advertising, say that anything showing trees or green icons cannot be true or trusted. By amplifying good actions, one inspires others to do good as well.

Sustainable marketing is a tough one, but possible as long as you are true, keeping it real and sharing your client's passion for change.