The New Hot Thing: Sustainability

• Branding
• 1 Comment
• June 17th

By Brittany L. Eaton, M.S.

Sustainability is all the rage lately.

Sustainability is usually defined as the need to balance financial, human, and natural resources for the long-term benefit of business and communities.

In these uncertain economic and social times, many organizations are taking a step back to consider the ethical, social and environmental consequences of their practices. In fact, a research study conducted in April, 2009 by the American Marketing Association and Fleishman-Hilliard, Inc. demonstrates that nearly half of businesses intend to increase focus on sustainability and more than half plan to maintain or increase their efforts.

It seems to be the way the wind is blowing these days. But why?.

Enhancing Corporate Image

Brand marketers know that now more than ever, corporate image is a major consideration for an increasing number of consumers. We like to believe the organizations with which we do business are good companies – socially responsible, environmentally conscious, and ethically sound. 

Fifty-three percent of the those surveyed in the AMA study said they will increase their focus on sustainability simply because it’s the right thing to do. However, depending on your target market, sustainability can impact the bottom line over time… if you are genuine in your efforts. Inspired companies can lead to inspired consumers, and inspired consumers can lead to extremely loyal customers.

The outlook is bright. Think long-term.

As sustainability practices increase, so do opportunities for marketers and communicators. Purchases that were once relatively ow involvement have become high-involvement, and the previously high-involvement purchases have become too lofty for many to consider. Sustainability marketing with a clear, consistent message can help influence purchase behavior, now and into the future .

History demonstrates that tough times do turn around. And when they do, you will want the product or service offered by your organization to be at the top of consumer’s must-consider set. Sustainability might be just what you need to make it happen.

How about you? Has your organization put a strong emphasis on sustainability?

Or, can you think of a company that does a bang-up job?