Sustainability marketing doesn’t work if it’s not authentic.

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In traditional marketing, a brand often tries to push a product or service to a customer. With consumer-oriented marketing, it’s more about understanding your customers’ needs and tailoring your marketing to that.

First, leverage user research to find out what’s important to your customers. For instance, say your audience is craving more transparency in your sourcing practices or wants you to be more vocal on social issues.

You could use that information for your next campaign or even pivot your business practices to differentiate yourselves from everyone else in your space.

4. Back up your claims.

Imagine finding out a business that claims to be sustainable has failed to implement any practices to promote its mission. Consumers would distrust that brand, and it would be difficult to earn it back.

Make sure your brand is looking at sustainability from a holistic lens.

Are you preaching about sustainability but using chile whatsapp number database unsustainable resources to build your product? Are you collaborating with brands that conflict with your mission? Is your team representative of the future you want to promote?

These are the questions you should ask to determine if your brand reflects the mission you’ve set out to achieve. Identify the areas that need work and go to the drawing board to figure out strategies that align with your mission.

Audiences don’t expect perfection. They do, however, value transparency. It’s OK (and recommended) to share where you currently fall short and how you plan to remedy these issues.