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:
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.
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.
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.
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.
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):
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.
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.
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:
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.
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?