Sustainability and marketing are closely intertwined, but communicating about it is no easy task. Marketing departments face the challenge of remaining credible and authentic, while internal goals often conflict with sustainability ambitions. This tension is becoming increasingly relevant as consumers and stakeholders scrutinize the sustainability of brands.
Authentic communication as a marketing strategy
The Platform Innovation in Marketing (PIM) emphasizes in their vision document that sustainable marketing strategies offer unprecedented opportunities for innovation and brand growth. Marketing teams that communicate transparently and consistently about their sustainability initiatives can make a positive impact, both for their brand and for society. However, many organizations find that internal resistance and conflicting business objectives hinder these opportunities.
The impact of internal obstacles on businesses
Many companies struggle with effectively communicating sustainability. Research shows that only 23% of organizations have sustainability on their strategic agenda. This lack of focus makes it difficult for marketing departments to be authentic. If the internal operations do not align with the sustainable message, there is a risk of a "brand with a split personality." This not only harms credibility but can also lead to contradictory results and reputational damage.
Anchoring sustainability within the organization
To bridge this gap, a fundamental change is needed in the way companies approach sustainability. It must be more than just a PR strategy or a green image; organizations need to embed sustainability deeply into their core operations. This requires making sustainability a top priority on the strategic agenda, with companies being transparent about both the positive and negative impacts of their activities. Only then can they remain credible and achieve sustainable success.