A sustainable marketing approach is becoming less optional

We have been seeing the keyword "sustainability" trending for a while now. It was said that disruptive brands were investing efforts and resources in an environmentally and socially responsible approach. This has been transforming from an option to a requirement. "Better early than late," they say. For those of us who believe in this movement and try to stay updated with the need and urgency that the planet and communities have for us to act, we are already against the clock. For emerging brands, it's usually easier to develop and grow by implementing responsible practices than it is for established brands that have been around for many years because it's hard for us to "change what works". However, even if we resist, it's time to make peace with the fact that what used to work will stop working. A sustainable approach allows us to look closely and with a different intention at what we put out there. It makes us part of the solution. It also reduces the risks that inevitably come with the legacy of the traditional approach to a brand's reputation and the likelihood of facing a crisis. For this, the integration of marketing teams is essential, as it not only protects our brands but also translates into tangible and commercial benefits for them. If I had to pinpoint some of them... in a market where consumers have plenty of options, I must start with differentiation. A study published by the World Economic Forum revealed that 75% of Generation Z believes that sustainability is even more important than the brand name (and its recognition) when making a purchase. It also showed that regardless of the generation gap, consumers are more willing to spend money on sustainable products now than two years ago.

So, it's not surprising that a responsible brand with clear positions on sustainability becomes one of consumers' preferred options. In some cases, the preference remains even in scenarios where prices are higher, which can lead to better profit margins and, at the same time, an increase in the brand's profitability. Profitability can be more pronounced when sustainable practices are part of the brand's DNA and are applied throughout its value chain. Efficiency, circularity, sustainable sourcing, among others, can bring additional savings, directly impacting operating costs. The most beautiful thing sustainability brings us is that it activates innovation.

It forces us to rethink and find new ways to do what we were already doing, from a better angle... a more responsible one. Furthermore, by adopting new sustainable formats and approaches, we approach conscious markets, segments, and customers looking for business partners who share their values, opening doors to new business opportunities. It's old news that consumers value ethical practices. Promoting sustainability from the brand's values has a reputational effect that impacts consumers' trust and receptivity to our offering. Emotional connections are more easily formed, adding points to the net brand sentiment, resulting in greater loyalty from both consumers and clients. However, although sustainable brands are usually more attractive to investors, partners, and teams; even though they promote alliances and that long-term stability we all seek, this is not their initial objective but a side effect.

The goal is for us to be responsible and intentional with what our brand sells and represents. We must be aware of how the development of a product, the selection of materials, ingredients, formats, suppliers, distribution chain, how we communicate internally/externally, and everything we do from our role positively or negatively impacts the territory we are in and the one we serve. With our actions, we decide what this impact will be.

Remember that in a world where environmental and social concerns are increasingly prevalent and communities are more sensitive to them, brands prioritizing sustainability are better positioned not only to survive but to excel.