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  • Writer's pictureZeynep Burcu Yenipınar

Let’s Talk About Sustainable Design in Marketing - What Exactly It Applies to?

We all know sustainability is a highly trending keyword, but as @pinkocreative, we’ve always been huge fans of #enviroenmentfriendly products and services and corporate responsibility since the very beginning. This is something we love to discuss at all times especially now that we see that the sources are going scarce and we need to do what we can to preserve them.

Today, we want to go a little deeper into what #sustainaibledesign in marketing means. Before we dive into this specific subject, let’s talk briefly about the main pillars of sustainability.

1. Social Sustainability:

This aims to preserve social capital by creating services that help build our society’s framework. It’s about understanding the needs for future generations' perseverance. The main focus is to maintain and improve social quality with concepts such as reciprocity and honesty.

2. Human Sustainability:

Health and education systems, access to public services, skills and knowledge and lastly nutrition societal investments all fall under human sustainability. The concept mainly focuses on the importance of anyone directly or indirectly involved in making the products and services available to a broader society.

3. Economic Sustainability:

This last pillar’s main goal is to improve the living standards of society. In terms of business, it’s about the effective use of assets to maintain or increase a business's profitability over a certain period of time.

Now that we quickly went over the main pillars, we can move over to sustainable design in marketing.

Sustainability for small businesses is not all about the general going green concept. It’s more about re-evaluation and revision of existing processes or products to turn them into more environment-friendly procedures.

Today, a lot of business marketing is eco-friendly because more processes and materials are taken to digital platforms, so clearly with the digitization process, marketing has automatically become sustainable. In short, we can describe it as the “promotion of socially and environmentally responsible products, services, and brand values” to the public and within the organization.

One of the key points about sustainable marketing is that businesses don’t just need a sustainable idea in general, they need to specify it. They have to make sure all aspects of the products, services, or production need to be eco-friendly. With more people adapting to the idea of sustainability, as a brand, if one of your elements slips out of the entire process, you risk being granted as a ‘sustainable company or brand’.

Another aspect of eco-friendly branding is the packaging process. As a business, if you adapt to the idea of going sustainable, 100% recycled packaging is on the table, but you might be facing higher costs at the beginning.

However, you will be building a stronger brand reputation with lower costs and more beneficial responsibilities for the environment in the long run.

The examples above are just a couple of processes, and there might be more depending on the size, industry, and type of the business, but the idea of ‘eco-friendly’ always stays the same.

All in all, sustainable marketing should be a core part of your overall business strategy and helps to create a bond between your brand and the concept of renewable processes in consumers' views.

A sustainable marketing strategy can humanize your brand messaging and helps your target audience understand how responsible your brand is towards the environment. It also helps your customers / potential buyers to choose your brands from the competition.

Last but not least, the commitment to be sustainable is not only about sprinkling some environment-friendly business processes here and there but more about crafting an entire strategy dedicated to decreasing waste and improving the living conditions of the next generations.

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