Concerns about sustainability are becoming more and more prominent today. It’s an important thing to consider throughout all your business practices – and with marketing especially it can feel difficult to account for. It’s the nature of a marketing strategy that it won’t appeal to everyone, so you want to spread the word to the right people in the right way. Sustainability is simply another angle to consider in this process: how can we get our message out without unnecessarily damaging the environment? It can be tough to know where to start, so let’s explore how you can conduct an effective campaign while staying committed to sustainability.

Understand what’s necessary

Part of formulating a marketing strategy is recognising what you want to achieve, and reconciling that with what your budget allows for. On the one hand, you want to reach as many people as possible, and on the other you want to be heard by the people most likely to engage with you further. When considering sustainability, another element is added to the mix. Here, you need to think about whether potential materials and strategies might have a negative impact on the environment, and what you can do to mitigate those effects. While it’s potentially an extra level of complication, it’s worth it for a more sustainable strategy.

Should you print at all?

It’s a mistake to assume that print is dead – while it doesn’t have the same dominance it once did, print is still a crucial aspect of many kinds of marketing campaigns. However, print can create waste, whether that be in paper or vinyl. To keep people’s attention, marketing materials need to be updated semi-regularly, or they’ll risk becoming outdated and ignorable. This is much easier to do in a digital environment, since updating your marketing doesn’t require another roll out of hundreds of new materials.

Digital can be even more sustainable if the energy it uses can be assured to come from renewable sources. This, alongside the digital medium being more modern and immediate, means that it’s best to stick to the medium as much as possible for an environmentally-friendly campaign. But don’t worry if print is the best way to go for your campaign – there are still ways to mitigate its environmental impact.

Use the right materials

From the outset, it’s best to option for suppliers with a clear sustainability policy. In places where print marketing is preferable, you need to be mindful of the materials you use for a more sustainable approach – like recycled paper. Unfortunately, sustainable materials can be slightly more costly than their alternatives, so you’ll need to budget accordingly. It’s more than worth it for a lesser impact on the environment, though!

If you find it difficult to justify the cost but still want to ensure your campaign is properly sustainable, then it’s a good idea to pivot your strategy. Consider instead, a smaller, directly targeted campaign, with a heavier emphasis on digital platforms.

The key to a successful sustainable marketing campaign is creative thinking. At Design JD, we plant trees to help mitigate our impact on the environment as well. If you’re looking to formulate a marketing strategy with an eye to sustainability, please don’t wait to get in touch.