Sustainable marketing has proven benefits for companies that implement it.
These benefits include improving relationships with stakeholders, enhancing the company's image in the market, and reaching increasingly specialized audiences, but with a greater sense of brand loyalty.
Below, we present some sustainable marketing solutions that can inspire ideas in your business and motivate you to experience the benefits of this type of marketing.
Coca-Cola – Sustainable practices targeting the right bin
It's no secret that Coca-Cola is known for its creative marketing skills.
Their marketing strategies range from small, personalized details on their products to large, elaborate television advertisements.
In the context of sustainable marketing, the company launched a sustainability campaign from which we can learn some lessons.
This sustainable marketing solution is truly creative.
In this case, it launched a campaign with recycling posters with the aim of encouraging its users to think about the state of the environment.
Coca-Cola used fun recycling signs that clearly reflect its brand identity and signature touch.
Source: intriper.com
To carry out the campaign, Coca-Cola conducted research on consumer behavior, which identified that if trash cans and recycling bins are well marked, waste separation improves by 141%.
With this type of sustainable marketing solution, companies can definitely achieve excellent marketing, reinforce their brand values, continue to generate awareness among their consumers, and partner with sustainable values that ultimately increase their brand value and sustain sales growth.
Taco Bell Canada – giving away food in exchange for old clothes is a fantastic idea.
Pollution in fashion is a problem that so far has few solutions.
Materials, production models, and other contaminating elements are frequently used in this sector, making the problem difficult to solve.
In response, Canadian company Taco Bell is helping combat fashion pollution by offering its customers free tacos.
The fast-food chain launched a sustainable marketing solution called "Layers for Layers," offering consumers free double-layered tacos in exchange for their ropa vieja.
Source: cnn.com
This excellent sustainable marketing campaign has several elements worth highlighting.
On the one hand, the company builds loyalty among its audience by showing a philanthropic side beyond financial gain, offering free food and distributing donated clothing to local charities, thereby demonstrating great empathy for the less fortunate in society.
With this sustainable marketing solution, the company increases profits exponentially while delivering value and building customer loyalty.
KFC – meal receipts on recycled paper and eco-friendly ink
Understanding that paper waste is a real problem for many businesses, KFC has creatively addressed it through a sustainable marketing campaign that is worth exploring.
The sustainable marketing solution is to print receipts and other paper items handed out during the meal on recycled paper.
This way, instead of giving customers a napkin and a printed food receipt with their order, KFC generates receipts that can be used as napkins using special paper and ink.
Source: trendhunter.com
The sustainable marketing solution called "Napkinized" allows you to convert your menus, posters, flyers, and cash register receipts into special ink-resistant napkins.
To do this, the company used a custom UV printer with a biodegradable, eco-friendly ink formula.
This way, napkin receipts can be safely used by people who want to clean up after a fried chicken meal.
In conjunction with the waste reduction solution, KFC included complete menus, food bags, placemats, posters, and brochures made from the same material, highlighting the applications in different shapes and sizes.
This sustainable marketing solution enabled the company to achieve a sustainable goal while strengthening its relationships with its customers by pursuing sustainability goals.
Lacoste – exchanging the famous crocodile with endangered animals
It is common knowledge to almost everyone that we currently have many animals in danger of extinction in the world.
The Lacoste company wanted to give this issue more visibility and did so by using its logo, which is quite striking.
In the sustainable marketing solution, they redesigned the characteristic crocodile logo to represent several endangered animals.
The designed t-shirts were limited edition, sending the message: “There aren’t many t-shirts available, just like there aren’t many of these animals left.”
The number of T-shirts designed corresponded to the number remaining of each species included in the campaign.
Ultimately, this is one of the sustainable marketing solutions that has impressed me the most.
This strategy is quite powerful and one worth highlighting for its originality, message, and results.
Ultimately, the proceeds from the campaign were donated to a non-profit organization called IUCN (International Union for Conservation of Nature).
