How To Incorporate Sustainable and Socially Responsible Business Practices into your Digital Marketing Strategy

Did you know that consumer preference for brands aligned with purpose and values has increased significantly since 2013? 

The reality is that your digital marketing strategy is not just about showcasing your products or services anymore. It’s about embodying values that resonate with your audience and the world. 

For many years, I have yearned for a way to transform digital marketing from being perceived as manipulative, ruthless, and fear-inducing to something that is characterised by compassion, consciousness, and inclusivity.

As conscious consumerism and the conscious marketing movement continues to rise in popularity, it is evident that there will be a significant shift in 2024 towards small businesses, coaches, and consultants incorporating sustainability and social responsibility into their operations.

Often, we tend to think that only large corporations can make a difference in this realm, but the truth is, no matter the size of your team or the amount of money you have, you can take steps to revamp your business practices and make a positive impact.

In this blog post, we will look at how you can incorporate sustainable and socially responsible practices in your planning for 2024.

We’ll cover:

• Understanding Sustainability in Business
• Understanding Social Responsibility in Business
• The Intersection of Marketing, Branding, and Social Responsibility
• Practical Ways You Can Incorporate Sustainability and Social Responsibility into Your Business Practices
• What is Social Responsibility in Marketing
• 5 Tips for Marketing Your Business’s Commitments to Sustainable Business Practices

Understanding Sustainability in Business

Sustainability in business is about how you operate your business to ensure long-term economic, social, and environmental well-being. 

It is about making decisions that mean future generations can meet their needs while fulfilling those of present stakeholders. Sustainable businesses incorporate principles of sustainable development into their business strategies and operations, focusing on the triple bottom line: People, Planet, and Profit. 

Incorporating sustainability in business does not only positively impact the environment and society, but it also adds to the company’s bottom line. 

One of the most well-known movements promoting sustainability in business is the B Corp Movement.

The B Corp Movement

Over 3,500 companies in 70 countries are certified B Corporations (B Corps). B Corps are businesses that meet the highest standards of verified social and environmental performance, public transparency, and legal accountability. 

They are about creating value for all stakeholders, not just shareholders. This movement has been around since 2016, and several well-known businesses have passed (and continue to pass) their assessment, including Patagonia, Graze, and Ben & Jerry’s.

Almost any business, from multi-national companies to sole traders, can undergo the B Impact Assessment and initiate the B Corp certification process.

Understanding Social Responsibility in Business

In a business context, social responsibility refers to a business’s commitment to improving the economy while making life better for workers, their families, the local community, and society. 

It involves being accountable for the impacts of business activities on all stakeholders, which includes employees, customers, communities, and the environment. This can manifest in various ways, such as ethical business practices, philanthropy, volunteer efforts, and initiatives to reduce environmental footprint. 

By practising social responsibility, businesses not only uphold their ethical obligations but also have an opportunity to positively impact the world around them. 

The Intersection of Marketing, Branding, and Social Responsibility

Marketing and branding extend beyond simply promoting a product or service. They are tools to communicate a company’s values, including its commitment to social responsibility. A well-crafted marketing campaign can tell a compelling story about your businesses ethical practices, making a positive impression on consumers. 

Consider this - a whopping 92% of consumers agree that they are more likely to buy from a company that supports social or environmental causes. This statistic underscores the undeniable appeal of storytelling. It lets you create a clear and exciting image of your brand in your own unique style. It humanises your business, setting it apart in a sea of faceless corporations.

Moreover, stories are not merely for entertainment – they can illustrate your brand’s values, mission, and the unique benefits you offer. This benefits-focused narrative can persuade potential customers that your product or service is the solution they’ve been searching for.

Personalisation, too, can enhance how your commitment to social responsibility is perceived. By tailoring your messaging to resonate with your audience’s values and concerns, you show that your company not only understands its customers on a deeper level but also shares its commitment to making the world a better place. 

Practical Ways You Can Incorporate Sustainability and Social Responsibility into Your Business Practices

Incorporating sustainable practices can benefit small businesses, coaches, and consultants, from cost-effectiveness to improved client/customer relations. 

Here are some practical tips and strategies to guide your sustainability journey if you are a remote-based business (either as a sole trader or working remotely for a small business):

• Conduct an Environmental Audit: Understand the environmental impact of your home-based business by analysing energy use, waste production, and transportation methods. Identify areas for improvement.
• Set Clear Goals: Establish measurable and manageable sustainability goals relevant to you, such as reducing energy consumption, transitioning to renewable energy sources, or achieving zero waste. Integrate these goals into your daily life as well.
• Involve Yourself and Your Household: Foster a culture of sustainability within your small team, which includes your family or housemates. Encourage participation and generate innovative ideas to drive change.
• Green Your Supply Chain: Consider the environmental impact of suppliers. Choose sustainable suppliers and assess the life cycle of your products.
• Communicate Your Efforts: Regularly communicate progress towards sustainability goals with your clients/customers and stakeholders.
• Adopt Ethical Practices: Set a solid ethical foundation by defining a code of ethics, ensuring fair treatment of all clients, and committing to honesty and transparency. You could even list your Code of Ethics on your website.
• Support the Local Community: Engage with the local community through charity support, sponsorship of community events, or offering pro-bono services as a home-based business.
• Promote Equality and Diversity: Implement policies promoting equal opportunities regardless of race, gender, age, or accessibility requirements. You could even have an Equality, Diversity, and Inclusion Policy and an Accessibility Statement on your website.
• Prioritise Sustainability: Make environmentally-friendly decisions, such as minimising travel and using digital communication methods. Consider using platforms and other organisations with strong sustainability and social responsibility values.
• Continual Learning and Improvement: Stay informed about social responsibility and seek ways to improve through communities, workshops, training, and expert advice.
• Communicate Your Commitment: Inform clients, suppliers, and the community about your commitment to social responsibility, building trust and inspiring others.

Remember, social responsibility is not just about big gestures; even small actions can make a significant difference. So start small, but think big, and before you know it, your practices will not only benefit your business but also make a significant positive impact on society.

What is Social Responsibility in Marketing

Social responsibility in marketing means that businesses not only promote their products or services, but also show they care about important issues such as the environment, supporting charities, promoting fair trade, or using ethical advertising. 

When organisations do this, it helps build a good reputation, keeps clients/customers loyal, and can even increase sales.

5 Tips for Marketing Your Business’s Commitments to Sustainable Business Practices

When marketing your small business, coaching, or consultancy’s sustainable business practices, the key is genuinely and strategically showcasing your commitment. Here are 5 tips:

1. Tell Your Story: Share the reasons behind your commitment to sustainability. Were there any specific incidents that motivated you or any personal values at play? Make this narrative a part of your brand story. It’s much more compelling to hear about your passion for a cause than merely stating that you support it.
2. Highlight Impact: Use numbers and real-life examples to demonstrate the impact of your efforts. How many people have benefited from your initiatives? Have you seen tangible improvements in the community or the environment? 
3. Incorporate it into Your Branding: Make your commitment to sustainability as part of your brand identity. Feature it on your website, social media, and other marketing materials. 
4. Engage with Your Audience: Encourage your clients and followers to participate in your efforts around your sustainability practices. This could be through volunteering, donating, or simply sharing your posts. 
5. Collaborate with Others: Collaborate with other small businesses, coaches, or consultants who share your commitment to sustainable business practices, social responsibility and social impact. Together, you can amplify your message and reach a larger audience.

Remember, authenticity is crucial. Consumers today are savvy and can easily discern between genuine commitment and mere lip service. So, ensure that your work aligns with your actions and communications.

To Sum Up...

The role of small businesses, coaches, and consultants in driving sustainable business practices is transformative and indispensable. A genuine commitment to sustainability not only uplifts communities but also strengthens your brand identity, fosters client/ customer loyalty, and facilitates meaningful collaborations. 

It’s not just about stating your commitment to sustainable business practices, social responsibility or social change – it’s about embodying it in every action, project, and communication.

By sharing your story, emphasising your impact, incorporating those commitments into your branding, engaging with your audience, and collaborating with like-minded entities, you’re not just running a business – you’re making a difference. 

So, what’s stopping you from making your mark? Ready to make a change?