During the Leaders’ Summit on Climate which was held virtually on 22nd and 23rd April this year, President Joe Biden was joined by 40 world leaders to consider how the global climate crisis could be tackled. President Biden pledged that by 2030 America’s carbon emissions would be cut by up to 52% stating that “The US isn't waiting, we are resolving to take action."
According to the White House, other significant pledges were made and compiled into a summary of proceedings which included:
With the world’s leaders having shown their willingness to act to reduce carbon emissions globally, then there is no excuse for entrepreneurs and business owners not to follow suit. Obviously there are many ways that businesses can be made greener but let’s focus here on marketing by looking at some eco-friendly approaches that will demonstrate that sustainability and business success and growth can work well together.
The traditional linear economy that involves the four simple steps of take – make – consume – waste results in the following fact:
“...roughly 90 percent of the world’s resources – which include the metals, plastics, wood, concrete, chemicals and all other materials in circulation – are used in a single product before becoming waste. This waste represents an enormous pool of resources that can be exploited with minimal impact on the environment.”
However, while many businesses have now embraced the recycling economy which adds an additional step, i.e., make – consume – recycle – waste, there is a further step that can be taken. This represents the circular economy whereby the last step of ‘waste’ can be avoided completely and is replaced with repair and reuse so the entire process becomes:
Take – Make – Consume – Repair – Reuse – Recycle – Make
Thus the circular economy approach not only reduces consumption, it also salvages and reuses as much material, including natural resources, as possible in order to make something else.
If you are selling actual products that need to be packaged and shipped, always try to use recycled materials that you can then brand yourself by perhaps creating reusable tags from recycled paper or cardboard. As an example, you could attach an eco-friendly and branded tag to a reused bottle or jar – simple but effective and very environmentally friendly.
Whereas businesses always used to rely on printed products for marketing purposes, nowadays the majority of your target customer base can be found online. This means there is no need to print leaflets, flyers or business cards which would probably end up in the bin anyway and you can instead turn to digital marketing to reach your audience.
However, never forget that there will be a proportion of potential customers, particularly those in the older demographic, who may not access much online so every now and then, placing an advert in a local paper might well be worthwhile to make sure you’re connecting with everyone who may be interested in your offering.
So, now you’ve decided not to go down the printed marketing material route, how can you market yourself successfully online? You can download the designs and marketing material you have created as a digital file for digital distribution. If you do take the DIY approach andu need help, then you could try a free online design package like Canva which offers loads of pre-designed templates whatever your marketing needs such as templates of different sizes for various social media platforms. It’s then easy to customise the templates with information about your own business or your logo or other brand identifiers. If this all seems a little beyond your experience, find a graphic designer to do it for you.
Once you’ve got the customised digital files downloaded, you can them simply distribute them digitally by emailing them to existing or potential customers or posting on your social media sites.