Sustainable Marketing and Ethical Business

By Ya Mallen Jagne
Co-Founder / Managing Director, Brandr.
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The Path Forward

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A great shift is underway, much thanks to the internet, as buyers globally become increasingly aware and concerned about how the products they consume are sourced and processed. Consumers are turning away from brands and companies that prioritise profit over humanity and the environment, favouring those that demonstrate a commitment to sustainable and ethical business practices. This is a great thing for the planet and those who care about the common good. This transformation is a necessary evolution towards a more equitable and sustainable future.

According to a Nielsen report (Nielsen is one of the top guns of global market research so we’re supposed to take them seriously), 73% of global consumers say they would definitely or probably change their consumption habits to reduce their impact on the environment. Brands, therefore, that wish to appeal to global markets have no choice but to mind their social and environmental impact to protect their profits.
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This is great news, but there is a hitch. Whereas some brands are genuinely changing to adopt holistically sustainable policies and practices, another set of brands are hoping to one-up the consumers by merely pretending to be sustainable. It’s called greenwashing and it’s when brands throw around a bunch of slogans that suggest sustainability or have a token eco-friendly product or use the colour green and nature-inclined imagery in their advertising to trick the consumers. Despicable, ehn? It is also terribly unwise, for a few reasons.
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I know this is hard for avarice afflicted conglomerates to grapple with but, if you do not preserve your resources, they will run out. Also, your products probably won’t sell in a climate apocalypse, so maybe don’t do the things that fast track it? (Unless, of course, you’re here for a good time and not a long time.) Jokes aside. Forget the ultimate apocalypse, terrible things are happening in the world in real time due to the practices of large enterprises and none of us are safe. It needs to change.
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‍There is a way for businesses to be profitable while protecting the planet and its people. It’s called sustainable marketing.

Contrary to greenwashing, sustainable marketing is intertwined with a company’s core business strategy and values, informing all aspects of the company affairs, such that every decision is made with its social and environmental impact in view. This means the ethical sourcing of raw materials, eco-friendly production processes, recyclable/biodegradable packaging, fair labour practices, equitable treatment of workers, running on renewable energy, a safe work environment, a commitment to the community the business operates in etc.

The reward? Such a business will attract an army of die-hard customers, like-minded people who value these principles. They will build a loyal, trusting, community who feel a sense of purpose through their association with the business. And you know the one thing better than a lot of customers? A lot of loyal customers. There is in-fact a new study (by Bain & Company and Ecovadis) proving that sustainable businesses are more profitable. These businesses are set apart not only by customer loyalty, but also employee satisfaction, energy efficiency, and (thanks to, I bet) more women in leadership roles.

And because such companies are sincere in their sustainability they do not run the risk of getting disgracefully exposed for pretending to be sustainable, gaining a tarnished brand image and losing consumer trust along with a chunk of their profit margins.

But most importantly, and my personal favourite, these companies are having a positive impact on society and the environment, reducing harm and making the world a better place for it.