Companies aren’t just eyeing the digital world as the here and now—they’re seeing it as the future. In this evolution, they’re actively seeking to shrink their carbon footprint and champion sustainability. Surprisingly, digital advertising, often seen as a part of the environmental issue, can actually be part of the solution.
Sustainable digital marketing isn’t just about environmental responsibility. It’s also an opportunity for companies to foster brand trust and contribute to a future that’s both sustainable and socially responsible.
What is sustainable digital marketing
Sustainable digital marketing is about employing ethical and sustainable strategies to showcase an environmentally conscious company online. It goes beyond marketing products—it’s about promoting a company’s sustainable goods and services, along with eco-friendly business practices.
Crafting a sustainable digital marketing strategy means navigating the online space with a dual focus: expanding the community and generating income while staying true to morals and ethics. It’s about more than just clicks and conversions—it’s a commitment to a digital presence that aligns with sustainability principles.
5 sustainable marketing examples
Looking for practical ways to combine sustainability with your digital marketing initiative? Here are five real-world examples to inspire you:
1. IKEA’s Sustainable Living campaign
Global furniture giant IKEA launched a digital marketing campaign promoting sustainable living. Using social media, they dished out eco-friendly tips and put the spotlight on their sustainable products. Check out their impactful YouTube video.
IKEA’s Sustainable Living campaign beautifully demonstrates its commitment to sustainability, encouraging customers to get in on the eco-friendly action.
2. Adidas’s Parley for the Oceans collaboration
Adidas joined forces with Parley for the Oceans to tackle ocean pollution.
Using its digital platforms, Adidas showcased products made from recycled ocean plastic. This emphasizes its commitment to sustainability while spotlighting the detrimental environmental effects of plastic waste.
3. REI’s #OptOutside campaign
REI launched the #OptOutside campaign, urging people to ditch the Black Friday shopping chaos for some outdoor goodness. The digital marketing campaign included social media posts, a dedicated website, and user-generated content (UGC) of customers sharing their outdoor experiences.
REI’s move wasn’t just a marketing gimmick—it resonated with their values and got folks talking on the digital stage.
4. Coca-Cola’s World Without Waste initiative
Coca-Cola’s World Without Waste initiative aims to collect and recycle every bottle it sells by 2030. Leveraging its digital space, the company provides regular progress updates on its sustainability goals. It also actively encourages consumers to recycle through online campaigns. Check out their World Without Waste YouTube video.
5. Salesforce’s Dreamforce event
CRM leader Salesforce took a green leap by turning their annual Dreamforce conference into an in-person and virtual event. Less travel, less carbon—it’s that simple. The company‘s commitment to a low-carbon future was loud and clear.
Here’s Salesforce’s official statement on making Dreamforce more sustainable:
“At Dreamforce we’re committed to creating a sustainable, low-carbon future and accelerating the world’s journey to net zero. Each year, we make every effort to have a more sustainable Dreamforce. This year, we are proud to limit non-sustainable swag; provide carbon-friendly menus, eco-friendly packaging and refillable water stations; and offer onsite attendees the opportunity to offset their travel-related emissions. We will also feature luminary speakers and hands-on demo stations that will educate and enable you to take climate action.“
Why is digital marketing inherently unsustainable?
Digital marketing enables brands to reach global audiences, but it’s inherently unsustainable due to its energy-intensive infrastructure.
The energy-intensive processes—from the servers fueling websites to the data centers storing extensive information—demand substantial energy. Often sourced from non-renewable resources, this energy consumption results in significant carbon emissions.
Even the electronic devices used add to the environmental burden. Producing, using, and disposing of smartphones and computers involve resource extraction, manufacturing processes, and electronic waste. All of this further contributes to pollution and resource depletion.
Moreover, the rapid evolution of technology means frequent updates and replacements, generating even more electronic waste. The continued demand for faster and more sophisticated digital services exacerbates this cycle.
Why is sustainability so important to prioritize in marketing?
Online advertising accounts for nearly 2% of global carbon emissions. For context, that’s equivalent to the entire aviation industry.
Additionally, the current consumer mindset leans heavily towards environmental consciousness, which means consumers are seeking increased transparency and accountability from companies.
This has created a combined need for digital advertisers to rethink their practices and adopt more sustainable strategies.
Moreover, digital marketing influences and shapes public opinion and behavior. So promoting ethical and socially responsible practices means you play a key role in creating a more sustainable society.
To put things into perspective, here are some of the benefits of sustainable digital marketing:
- Promotes company reputation: Aligning communication efforts with core values, sustainable digital marketing practices create a consistent and positive brand image. This, in turn, fosters trust and loyalty among consumers who increasingly value ethical considerations in their purchasing decisions.
- Competitive differentiation: By emphasizing principled practices, you set your brand apart in the market, appealing to a growing segment of conscious consumers. This strategic positioning reinforces your brand identity, establishing that you’re committed to ethical conduct and responsible business practices.
- Improved responsiveness to changing values: The dynamics of consumer values are constantly evolving. Sustainable digital marketing ensures that your business remains responsive to these changes. By adapting strategies to shifting sentiments and ethical concerns, you maintain relevance and resonate with consumers who prioritize brands aligned with their evolving values and preferences.
- Environmental conservation: By promoting reduced energy consumption, lower carbon footprints, and decreased pollution, your business actively participates in global sustainability efforts. This eco-friendly approach not only aligns with societal expectations but also reflects a commitment to responsible corporate citizenship.
What are the elements of sustainable digital marketing?
Here are the core components of sustainable digital marketing, along with practical advice to incorporate them into your digital marketing strategy:
- Organizational purpose: Create a compelling organizational purpose geared towards promoting a more sustainable society. Align your business objectives with a broader commitment to societal well-being.
- Client-centric solutions: Engage clients in addressing environmental, economic, and social sustainability challenges. Customize marketing methods and tools collaboratively to ensure lasting relevance and effectiveness.
- Personalized marketing methods: Tailor your marketing methods to resonate with clients, enhancing the impact of sustainability efforts. Make sure that your strategies aren’t just generic, but specifically designed to meet user intent and the unique goals of each client.
- Trustworthy campaigns: Execute marketing campaigns founded on transparency and authenticity. Prioritize trustworthy communication and ethical practices to foster trust among your audience.
- Balanced business practices: Advocate for business practices that harmonize purpose and profitability. Showcase your commitment to sustainability without compromising financial viability, emphasizing the mutual benefits of purpose-driven initiatives and long-term profitability.
How to create a sustainable digital marketing strategy?
Now to the fun bit!
Here’s a step-by-step action plan to create a sustainable strategy for digital marketing agencies:
Step 1: Create a strong plan
The first step is laying the groundwork for your sustainable digital marketing plan.
Consult with a digital strategy firm for an environmental audit, setting energy objectives and incorporating them into key performance indicators (KPIs). This approach minimizes data server load while also enhancing localization efforts and reducing marketing expenses.
Step 2: Evaluate your product lifecycle
Collaborate with product developers to infuse sustainability at every stage, from concept to packaging, shipping, and logistics. Assess your product’s entire lifecycle, beyond just superficial “green” aspects (e.g., packaging made from recycled plastic). This ensures a more comprehensive approach to environmental responsibility.
Step 3: Focus on your values
Align every aspect, including digital marketing, with your brand’s core values.
Clearly define and communicate these values to stay focused and prioritize digital channels. By integrating purpose into marketing plans, you can convey your beliefs and foster a dedicated customer base who shares them.
Step 4: Practice transparency
Disclose information about your product’s journey, from production to retail, and inform customers about how to control their data. Also, share information educating them on the importance of safe data storage practices. Adopting a transparent approach builds trust, which is a cornerstone for mindful brands committed to sustainability.
Step 5: Align branding and messaging
Leverage brand messaging as a powerful tool for influencing eco-friendly consumer behavior. Develop messaging that highlights the sustainability aspects of your products, and leverage marketing communications as a means to inspire sustainable cultural behaviors.
Step 6: Use sustainable marketing strategies
Opt for green hosting and use refurbished equipment whenever possible. Another good tactic is streamlining email marketing practices and sharing sustainability-focused digital content on social media. In essence, aim for a greener online presence.
Step 7: Stay updated and informed on the latest trends
The digital marketing landscape and sustainability practices are continually evolving. Regularly update your strategies to remain relevant and effective. Ensure your brand stays at the forefront of both digital innovation and environmental responsibility.
You can also use social media to connect with your community, gather feedback, and identify areas for improvement.
Sustainable digital marketing tools
If you’re wondering which sustainable digital marketing tools to add to your tech stack, we’ve got you covered:
1. Simplified
Simplified provides an intuitive platform that aligns with sustainable practices. You can use it to design visually appealing content—be it social media posts, infographics, or campaign visuals.
2. LinkedIn
LinkedIn can be an indispensable tool for your sustainable digital marketing efforts. By connecting with sustainability decision-makers, it offers a platform to generate leads and foster business relationships.
This not only expands your network but also positions your brand as actively engaged in sustainable practices.
3. ChatGPT
You can use generative AI software like ChatGPT to generate innovative and eco-friendly marketing ideas, fostering sustainability in the creative process. Here’s an example:
4. Colossyan
Colossyan offers a unique platform for creating AI-generated videos, reducing the environmental impact typically associated with traditional video production. Their technology allows for the creation of high-quality digital content with minimal resource use, aligning perfectly with sustainable marketing practices. Whether it’s for product demos, educational content, or promotional videos, Colossyan provides an eco-friendly solution that meets the evolving needs of digital marketing.
5. Google Analytics
Google Analytics takes on a sustainable angle by enabling you to track and optimize website performance with minimal environmental impact. Through efficient data analysis and insights, you can make informed decisions that contribute to your sustainability goals. At the same time, it’ll help you maintain a robust online presence.
6. Ecosia
Ecosia, the eco-friendly search engine, aligns with sustainable values by promoting environmentally conscious searches. Supporting tree-planting initiatives with its revenue, Ecosia allows your digital marketing efforts to contribute positively toward ecological conservation.
7. Answer The Public
Answer The Public (ATP) proves invaluable for content ideation in sustainable digital marketing.
Uncovering popular sustainability-related questions, ATP helps tailor your content to address your target audience’s specific queries and concerns. It also provides valuable and relevant information, thereby enhancing your brand’s authority in the sustainability space.
8. Buffer
Buffer facilitates sustainable social media management. With its scheduling and analytical features, it allows you to plan and analyze social media posts efficiently. In turn, this optimizes your online presence and minimizes the environmental footprint associated with real-time posting.
Take your first step towards sustainable digital marketing
You’re now ready to start your journey of digital marketing sustainability. For a solid start, focus on shaping a greener strategy. Also, stay informed about the newest trends in sustainable and ethical marketing.
If you’re striving to enhance traffic, leads, and revenue while integrating sustainability, reach out to SerpsGrowth—your digital marketing growth partner. Our team, consisting of top-notch SEO professionals, is committed to providing efficient online marketing solutions for online businesses. Get in touch today!
