Sustainability in business has received growing attention in recent times, for all the right reasons. As a forward-looking B2B company, it’s vital to consider incorporating sustainability into your business operations. That said, understanding how to properly market your objectives in the context of business-to-business is the ultimate driver of success. A recent UK study highlighted how businesses can mitigate climate impact by embracing sustainable practices and green campaigns. With that said, here are the best ways to communicate sustainability in your marketing as a B2B company.
- Begin with your values
The foundation of a lasting brand is your company’s values. Determine what is most crucial to your business and ensure your marketing reflects those principles. That will assist you in developing a genuine brand that appeals to environmentally concerned clients. However, sustainability may not necessarily imply the same thing in every culture. It will help if you engage a local in-market specialist to learn about the most pressing sustainability challenges in the markets you want to reach and which messages will most likely resonate.
- Align your products and services with sustainable values
As a B2B organisation, you must verify that your goods and services fit these values to genuinely incorporate environmentally friendly principles within your marketing strategy. That entails considering the whole lifespan of your services, from manufacture to disposal. Using sustainable materials and production techniques is one approach to do this. For example, an office supply firm may convert into employing reused supplies in their goods and reduce waste in their manufacturing process. Another strategy is to provide goods or services that help with sustainability projects, like renewable energy sources or alternative modes of transportation. Also be conscious of the contractors you choose to work with, For example, you can hire an eco-friendly commercial waste disposal service to show your business’s commitment to sustainability and gain recognition as a responsible corporate citizen.
- Provide documentation
Documentation plays a vital role in communicating sustainability in B2B marketing. To effectively convey sustainability practices and initiatives, you can create a comprehensive sustainability report that outlines their environmental, social, and governance (ESG) performance. This report should include key metrics, targets, and accomplishments related to waste management, energy efficiency, carbon footprint reduction, social responsibility, and other relevant sustainability indicators. Additionally, you can provide case studies or success stories highlighting specific sustainability projects or partnerships. Visual representations, such as infographics or data visualisations, can also present sustainability information clearly and engagingly. By documenting and sharing your sustainability efforts, you can demonstrate transparency, build credibility, and engage B2B clients who prioritise sustainability in their decision-making processes.
- Be straightforward in your communications
It is too easy for communications about sustainability to devolve into sermonising, which can be off-putting to some particular audiences. Don’t try to persuade people or start potentially heated debates; take a firm stand, convey it clearly, and answer inquiries with as much sincerity as possible. Likewise, avoid exaggeration and make only claims you support with evidence. It is better to let the audience know you are trying instead of making grand assertions that crumble under investigation. Terms like ‘green, ”sustainable,’ ‘ethical,’ and so on are vague and susceptible to interpretation. So back up your assertions with concrete facts and numbers showing significant action.