With billions of dollars in purchasing power, Gen Z and Millennials have become the target demographic for many companies. And because these younger customers show a strong interest in company practices, they have inspired many brands to place a higher emphasis on sustainability.
If your company has been one of the many to successfully respond to new consumer patterns and priorities by developing more environmentally and socially conscious products or services, then you know that being more sustainable requires more time, energy, and money. To see the payoff of your efforts, your sustainable brand needs great marketing.
Here are creative ways to market your sustainable brand in 2023 and win over your young consumers!
Do Consumers Really Care About Sustainability?
The answer is overwhelmingly yes. In a 2021 study, 85% of consumers globally indicate that they have shifted their purchase behavior towards being more sustainable. In 2023, that number has gone up, with interest in sustainability broadening across consumer groups like Gen X and Boomers.
Not to mention, people are more vocal about what is perceived as shady production methods; social media has made it possible for consumers to spread destructive messages about your brand to thousands of people at a time, and despite the old adage, all publicity is not good publicity in 2023. With new e-commerce platforms on the rise, consumers are savvier than ever and know how to sniff out greenwashing.
USE EXPERIENTIAL MARKETING TO CUT THROUGH THE NOISE
Experiential marketing through brand activations like pop-up shops, mobile marketing tours, showrooms, and sampling events are shown to leave lasting, positive effects on consumers that other marketing methods can’t achieve.
Here are some creative marketing ideas that will inspire you to stick out from your competitors!
leverage earth day to promote your SUSTAINABLE products
Earth Day is the perfect occasion to market your sustainable brand; like JUST Egg, you can transform your vehicle into a statement-making mobile billboard that pushes for policy change, while promoting your sustainable products.
To leverage Earth Day, JUST Egg transformed a food truck into a mobile billboard that traveled around D.C. promoting its sustainable egg sandwiches. The food truck even included a fun menu board poking fun at government officials and a QR code that brought consumers to JUST Egg’s website to write their own letters to congress.
PARK A MARKETING VEHICLE ON A POPULAR STREET CORNER TO DRIVE FOOT-TRAFFIC TO your POP-UP STORE
Costa Brazil is a beauty brand, revolutionizing the fundamental tenets of the industry by creating clean, sustainable products that encourage and assist people to become more proactive in the fight against climate change. In order to introduce its brand ethos in New York, Costa Brazil produced a pop-up store in Soho where consumers were welcomed to try dozens of samples while displaying Costa Brazil’s naturally sourced, sustainable company processes from a sizzle reel.
In order to drive traffic to their pop-up, Costa Brazil parked a branded mobile café on the street corner, encouraging consumers to head in-store with their complimentary cup of coffee and Costa Brazil bounce-back card.
HEAD ON A MOBILE TOUR WITH AN ELECTRIC TUK TUK
Full of character and cutting edge, e-tuks have been a high demand vehicle, especially for more upscale brands. Whether you want to activate indoors, at street-level, or head on a mobile tour, these charming three-wheeled electric carts are perfect for when space is limited, but you still want to turn heads.
Although a commitment to sustainability is more appreciated than ever by consumers, you need to know how to market your sustainable brand to see a higher ROI and create lasting brand-to-consumer relationships.
Hopefully this blog has left you with a better understanding around consumer behaviors and, in turn, inspired you to produce an experiential marketing campaign that effectively communicates your brand’s shift towards sustainability. Interested in working with our experiential marketing agency? Reach out here.