Every day, brands are working to lessen their environmental impact, reduce carbon emissions and solve human-rights issues in their supply chains. In addition to the moral imperative to address these issues, brands need to keep consumers informed of the progress they’re making. Otherwise, they risk falling behind competitors who have louder, clearer sustainability messaging.
So how can marketers genuinely communicate their brand’s commitments and progress?
The answer is to align brand strategy and brand execution across all consumer touchpoints.
Take point-of-sale and physical marketing materials as an example. They’re not only sales drivers; they’re critical to delivering the right messages about sustainability and brand identity.
Your brand is tangible: Consumers touch and engage with branded items as well as watching or hearing brand messages. These messages can be undermined by the physical materials used, leading to a jarring consumer experience, the suspicion of greenwashing and the loss of brand equity.
Here’s how to ensure your marketing materials reinforce your messages and align with your brand’s strategy:
Step one: Quantify your brand’s starting point.
The first step is to take stock of your brand’s sustainability status. What actions are you presently taking? How sustainable are your existing marketing materials? Do your suppliers undertake social audits? If assessing your supply chain sounds like a daunting task, look to an industry partner such as Adm Group for help. At Adm Group, we can provide you with quantifiable data on your carbon emissions. Our Green Design Tool, developed in partnership with Anthesis, provides clients with data on a variety of key metrics: greenhouse gas emissions, water consumption, recycled materials and the recyclability of marketing assets. With this baseline, Adm Group can then monitor your performance, identify high-emission hotspots, set goals and begin reducing your environmental impact.