How sustainability will shape marketing in the future

Sustainability in marketing has been an important social trend that is also reflected in marketing, and not just since the emergence of the "Fridays for Future" movement. Sustainable behavior refers to much more than traditional environmental issues, but also includes social behavior and governance practices. On the one hand, this involves the fair manufacture of products using environmentally friendly materials, transparent supply chains, but also sensible reusable packaging and responsible returns processes in the sense of a circular economy. As many as six out of ten customers say they pay attention to environmental and social criteria when selecting products. 45% avoid environmentally harmful ingredients and 41% of customers are in favor of companies avoiding CO2 emissions. At the same time, 68% of customers would be prepared to pay more for a product that demonstrably does not harm the environment. Incidentally, this applies more often than average to buyer groups between the ages of 18 and 39. In short, no manufacturer, retailer or brand can ignore the issue of sustainability these days, as the Smarketer agency explains. The agency, which is one of the most important partners of Google and Microsoft in Europe, has published a comprehensive guide on the topic of "Sustainability in e-commerce and online marketing". In it, the digital company shares its wealth of experience and extensive know-how with companies looking for the right way to do good and use their own commitment for marketing.

Sustainability marketing requires sincerity and transparency

It is essential that brands are serious about sustainability. After all, nothing damages a brand more in the long term than greenwashing, i.e. the transparent and dishonest emphasis on the obvious or hiding behind green advertising phrases. "Companies should set themselves ambitious goals and present progress transparently and honestly. It's about involving customers and sharing a common perspective," explains Eric Hinzpeter, content marketing expert at Smarketer.

  What manufacturers and brand owners can actually do to improve sustainability depends to a large extent on their own product portfolio and industry. While the Supply Chain Act already sets some requirements with regard to transparency in manufacturing and material selection, sustainability can be demonstrated in transport and packaging through the use of environmentally friendly materials and reusable systems. In e-commerce, too, i.e. with regard to green IT and sustainable web design, resources can be saved, for example, through mobile first and reduced resolutions for moving image content, and target groups can be better included in the context of accessibility.

Making sustainable products findable in a targeted manner

However, sustainability is above all a communication issue. Consumers are increasingly basing their purchasing decisions (also) on such criteria. "More and more online retailers and branded companies are therefore providing corresponding mission statements and sustainability reports, providing information about the materials used and ensuring that particularly sustainable products are easy to find," says Hinzpeter. The marketing expert also advises companies to transparently address relevant details on returns, repairs, disposal and recycling, especially in e-commerce, and to refer to relevant seals and partnerships in this context, as customers also search for these specifically. Sustainability can also be reflected in search engine advertising. Here, Smarketer advises including terms such as "sustainable", "ecological" or "fair" in advertisements, provided the advertising claims are genuinely valid. "When customers not only do something good for themselves but also for the environment by making a purchase, it creates a sense of social affirmation," explains Eric Hinzpeter. It is also advisable to include your own sustainability page in one of the sitelinks and to place values and USPs relating to sustainability topics in the callouts. Special offer extensions and image extensions can be used for special promotions and sustainability days (such as Veganuary, Green Friday, Fair Friday or Circular Monday). The sustainability theme can also be extended to the actual creatives such as banners and videos. Here, clear icons, natural backgrounds and earth tones can convey emotions around the topic. Last but not least, the choice of suitable keywords also ensures improved conversion and helps the message reach customers. "Depending on the competition and search volume, it may be worth including general terms in your own keyword set. This applies to terms such as 'refurbished', 'fair trade' or 'circular economy'," observes the Smarketer expert. The 60-page Smarketer guide on the topic of "Sustainability in e-commerce and online marketing" can be downloaded here. downloaded here for free be

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About Smarketer Founded in 2011, Smarketer is now the largest pure Google Ads agency in the DACH region and, with 200 employees, supports around 900 customers from various industries in their digital growth. Smarketer is one of the most important partners of Google and Microsoft in Europe and maintains a close exchange with both companies. This enables the company to participate in selected workshops and betas for the search engines, distribute the knowledge within the agency and efficiently incorporate it into customer projects. Customers include brands such as PIN AG, Walbusch, Schuhe24 and Audible.