Sustainably-sourced. Eco-friendly. Biodegradable. In 2019, it’s hard to avoid these terms as consumers are urging businesses to take responsibility for their actions.
Unilever reports that a third of consumers are now buying from brands based on their social and environmental impact, and more than one in five will actively choose brands that are transparent about sustainability efforts in their packaging and marketing. With these statistics, it’s not surprising that brands are shaping their marketing campaigns around environmentalism, sustainability and corporate social responsibility.
Here are three key ‘Green Marketing’ trends that we have seen develop over the past six months:
Environmentally conscious packaging
The demand for environmentally friendly packaging is growing. The damaging effects of single-use plastic is a topic that you can’t get away from these days, whether it be on social media or on the news. To meet consumer demands, brands are gravitating towards reusable and biodegradable packaging to make a positive impact on the planet.
Companies such as Starbucks are leading the pack, committing their environmental strategy on sustainable packaging, planning to eliminate all plastic straws by 2020. The coffeehouse chain is also using green materials to produce, package, and deliver its product to customers. Starbucks have made a big statement in getting the message out, helping to create the largest drinking straw sculpture (supported) made from reclaimed plastics. The company installed used straw collection bins at a number of their stores in Vietnam to create the sculpture which encouraged individuals to say no to single-use plastics, especially straws.
Sometimes organisations simply don’t have to knowledge or resources to successfully demonstrate sustainable practices. In this case, sustainability partnerships are the perfect way to enhance your message. These partnerships involve businesses and non-profits or charities coming together to achieve their sustainability and corporate fundraising goals.
French sportswear brand Lacoste demonstrated eco-chicness, releasing a line of polo shirts last year to highlight the plunging population of endangered animals. The brand replaced their signature crocodile logo with animals facing extinction. All profits from the 1775 polo shirts sold were donated to IUCN in a bid to help them protect these endangered species.