Examples of How Sustainable Marketing Can Improve Brand Reputation |
Posted: January 23, 2018 |
Building a reputation as a responsible business can give you a competitive advantage within your industry. Not only putting your brand on the map with customers, but also helping to build better relationships with partners and suppliers. Here are three examples of how sustainable marketing can help to greatly improve your reputation and help you grow your business in the most effective way. Example 1: Waitrose Responsible Fishing This example from Waitrose shows complete and total transparency with the way that fish are sourced before they reach the shops, providing a window into the supermarket’s trade secrets. Not only does this kind of honesty and openness build trust with the shopper, but it fills viewers with confidence with where their fish comes from and how it is caught. The celebrity chef endorsement also helps to further enhance the supermarket’s reputation as a chosen brand for responsibly sourced fish. Example 2: Yoox Environmental Conservation
(Above: Yoox Loves the Reef) If there’s one thing that helps to connect brand and consumer in an effectual way, it’s the act of giving back. There’s no denying that brands and businesses leave a large carbon footprint but our ability to review our actions and put something back into the environment can help to create a responsible reputation. The Yoox x We Are Handsome collection is a three way collaboration with the Great Barrier Reef Foundation, pledging to donate a percentage of proceeds to the charity to fund future conservation projects. Backed by social media influencers with huge followings, Yoox were able to increase their reach dramatically. Just this single post from model and Instagram star Natalie Jayne Roser gained over 19,000 likes.
Example 3: H&M Recycling Scheme There have been a number of recycling initiatives launched by high street fashion brands in recent years, including Zara who offer collection of unwanted clothing ready to be recycled. And Topshop who are working in collaboration with Reclaim to Wear to create stunning collections made entirely of recycled or leftover materials. The H&M campaigns are particularly interesting as this high street brand has shown a consistent dedication to sustainability over the years. In line with the video and other past campaigns, H&M stores feature collection boxes for unwanted clothing. No matter what condition or what brand. And since launching their garment collecting initiative back in 2013, the high street retailer has gathered more than 40,000 tonnes of garments! Creating enough fabric to remake over 150 million t-shirts.
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