Going green in the workplace not only helps to reduce your company’s carbon footprint, but it can help you save money whilst also consolidating your brand’s Corporate Social Responsibility efforts.
There are many ways to be environmentally responsible, including going paper-free, investing in renewable energy sources, choosing sustainable and ethical suppliers, and collaborating with earth-friendly charities. Investing time, money and resources into green projects and initiatives will put your brand on the map and help to boost recognition.
Here we look at some of the business benefits of eco and ethical marketing, and discuss a few examples of this happening with already-successful brands.
Sustainability Marketing: The Benefits
Eco campaigns that allow companies to give back help to connect brand and customer. The human element of such campaigns brings people together and through a shared interest or concern, brand and customer can achieve a deeper connection.
This is a great example from Yoox, an Italian online fashion retailer owned by Net-a-Porter, and it targets audiences through social media marketing to promote an important cause.
(Image source: Yoox Loves the Reef)
Collaborating with swimwear brand, We Are Handsome, Yoox creates a one-off swimwear collection with a percentage of proceeds going to save the Great Barrier Reef. And by embracing online influencers like Instagram star Mary Leest, the brand have been able to increase brand awareness, whilst also bringing attention to the ongoing problem of global warming.
Another example to look at when it comes to businesses turning green is the recent launch of the new supermarket, Bulk Market in London’s Hackney area. A direct answer to the market research conducted by Populus, which tells us that 9 out of 10 people call for plastic-free supermarket shelves. Bulk Market is a zero waste shop, giving shoppers a responsible option when it comes to their weekly groceries.
Fashion retailers such as Topshop, H&M and Zara have also been campaigning to appeal to their eco-conscious customers. With Topshop collaborating with Reclaim to Wear to create affordable and sustainable collections made from entirely leftover / recycled fabrics. Their zero waste efforts help to establish them as leaders in sustainable fashion and help to improve brand loyalty over time.
Both H&M and Zara now offer free in-store clothes recycling for used, unwanted garments of any brand or quality. The aim is to reduce the amount of textile waste that enters our landfills each year, and their extremely convenient service to the public ensures that their brand is recognised as a go-to high street name. Whilst also boosting footfall and helping to build loyalty with its high street customers.
Since H&M launched the initiative back in 2013, they have collected over 40,000 tonnes of clothing, with enough fabric for 150 million t-shirts! Proving that initiatives like this can really make a difference, whilst creating very positive PR.