Now more than ever, ecology and environmental protection are at the heart of consumer concerns. Now, companies of all sizes have understood the importance of integrating sustainable development into their strategy, both to save the planet and to preserve their growth.
According to a survey produced by OpinionWay for Les Echos and BNP Paribas, 53% of French people are willing to pay more for products from a committed company.
What if you improve the image of your SME through sustainable marketing (or ethical marketing)? Find out why this marketing technique can be a growth lever for your small business.
You gain a competitive advantage
Today, companies offering ecological alternatives are on the rise. The new generations favor eco-responsible companies that invest in protecting the environment.
By choosing to communicate more about the ecological actions carried out by your SME and to highlight your commitment to sustainable development, you are developing a real competitive advantage compared to companies in the same sector which, for their part, are not eco-responsible.
You improve your reputation
Gradually, companies that do not care about the environment are singled out. Their reputation and image are starting to suffer. By displaying values ??such as respect and protection of the environment, product quality and durability, choice and origin of materials, employee well-being, etc., your brand will transform its image and improve its reputation. You will also attract new customers who want to consume better.
You motivate your employees
Working for a company which adheres to authentic values, which is aware of its impact on the environment, which defends a just cause, which fights for the protection of the planet and which promotes the well-being of its employees is much more motivating and unifying. Your employees will want to be more involved in their work.
Watch out for greenwashing
You have surely already heard of the many greenwashing scandals: these companies whose activities pollute and who try to improve their image by focusing their communication on ecology when in reality, they do not change their practices.
According to Ademe, the greenwashing is "the use of the ecological argument when the interest of the product or service for the environment is minimal, even non-existent, or else the approach initiated by the company is either almost non-existent or very partial. This is therefore a message that can mislead the consumer on the real ecological quality of the product or on the reality of the ecological approach. "
Today, consumers are more and more suspicious, hence the need to be sincere and to show concretely what actions you are taking to be more eco-responsible.
How to be more ecological on a daily basis?
It's the little everyday things that help reduce your impact on the environment. Here are some concrete examples to become more eco-responsible:
- Reduce your waste, for example by offering customizable ecological water bottles or porcelain cups to your employees to avoid the use of plastic cups. You can find it on Loopper.fr.
- Train your employees in recycling so that they acquire good habits in the office and at home.
- Save energy by turning off electrical appliances every night and turning off lights as soon as the premises are empty, choosing renewable energy sources, insulating your premises, etc.
- Limit the use of paper, print only when you need to.
- Learn how to use the computer correctly: limit sending emails and prefer company instant messaging, reduce your signature, often sort your mailbox, avoid attachments that are too large, etc.
- Rethink your products and their manufacturing to reduce your environmental and social impact.
- Promote greener modes of transport by reimbursing all or part of public transport subscriptions, by offering a bonus to employees who come by bicycle, etc.
As you can see, sustainable marketing can be beneficial for your SME if you put in place a real sustainable development strategy and avoid greenwashing.