HomeTips for creating a net zero marketing strategy
Tips for creating a net zero marketing strategy
Businesses today face a range of ethical and moral issues, one of which is their role in addressing climate change. With the UK government aiming for net zero by 2050, many companies are now working on strategies to reduce their emissions.
As consumers become more environmentally conscious, sharing your green credentials can be a great way to attract those with similar values. This blog post will share tips for creating a net zero marketing strategy, covering:
What is net zero and why is it important?
Why sharing your net zero initiatives is good for business
What to consider when creating a net zero marketing strategy
What is net zero and why is it important?
Net zero is the balance between the amount of greenhouse gas emissions produced and the amount taken out of the atmosphere. We reach net zero when the CO2 we add is no more than the amount taken away.
In simplistic terms, businesses can achieve net zero by:
1. Reducing emissions, including across the supply chain.
2. Neutralising emissions that cannot be eliminated by purchasing carbon offsets.
Including your supply chain in emissions reductions is crucial. Without it, a business could just outsource everything, switch to LED lights, and claim they’re green. But this is greenwashing. It harms your corporate reputation, staff retention, sales growth, and overall sustainability.
Why is net zero so important?
The World Meteorological Organisation recently reported that the world experienced the warmest April on record. It marked the 11th consecutive month of record global temperatures. Europe, the fastest warming continent saw the smallest April snow cover ever recorded. This warming leads to extreme weather like heat, drought, wildfires, and flooding.
By reducing greenhouse gas emissions to net zero we can help cool global temperatures.
Why sharing your net zero initiatives is good for business
Working towards net zero emissions requires a strategic look at your entire business. This can have direct financial benefits, including:
Reduced operational costs
Lower energy bills
Resilience against external market influences
Improved efficiency
Futureproofing your business
Consumers’ growing awareness of climate change affects their purchasing behaviour. Deloitte’s 2023 Sustainable Consumer report shows that a business’s commitment to sustainability influences consumer trust. A third of consumers said trust would improve if brands were recognised as ethical/sustainable by an independent third party.
Sharing your net zero efforts can directly influence customer trust and loyalty. The benefits of including sustainability initiatives in your marketing strategy include:
Improved brand reputation
Building trust and loyalty
Gaining new customers
Accessing new markets with environmentally conscious customers
Attracting investment
Meeting consumer expectations for eco-friendly products and services
Recruiting and retaining top employees
Gaining a competitive advantage
Connecting with customers who share similar values
What to consider when creating a net zero marketing strategy
Consumers want to know what companies are doing to help the environment and will often check before buying. So, it makes sense to include your net zero efforts in your marketing strategy. But avoid greenwashing and ensure your messaging is accurate.
Here are some tips:
1. Be honest and accurate
Always share the truth about your efforts and back up any claims. Define what you mean by terms like “green” or “sustainable” to avoid confusion.
2. Share your challenges
Discuss the net zero obstacles you’ve faced and how you’ve overcome them. This humanises your brand and can inspire others facing similar issues.
3. Share the why behind the what
Explain why you’re working towards net zero, not just what you’re doing. This creates a connection and builds trust.
4. Avoid being preachy
Not everyone is on board with climate change initiatives. Acknowledge that some businesses may struggle to invest in these efforts. Remember, every little helps!
5. Share details of awards and certificates
Awards and certification like B-Corp build trust and show a commitment to sustainability. The can also help you connect with other green businesses.
Climate change is a global problem, needing global solutions. While emissions are decreasing in Europe and USA they are increasing in many developing countries. Although the UK contributes to just 1% of global emissions (2021), every effort counts. Sharing your company’s work towards net zero can boost your reputation and grow customer loyalty.
To learn more about how you can get net zero support in Barnsley for your business:
The Business Village is delivering the Net Zero Barnsley programme, in partnership with Barnsley Metropolitan Borough Council (BMBC), as part of the Low Carbon Project, part-funded by the UK Government through the UK Shared Prosperity Fund. Sheffield City Council is the accountable body for the South Yorkshire region. The Low Carbon project has received £3,445,606 from the UK Government through the UK Shared Prosperity Fund.
