the consumidores de hoy tienen grandes expectativas de las marcas. Because we are in a world full of persistent problems, they want their favorite companies to show that they care about the future of the planet and the well-being of its inhabitants.
A brand can take advantage of the values represented by ecological concept to position itself in the market, only using well-structured marketing strategies.
Forming ecological habits
Try to motivate your consumers to start ecological practices and provide them with appropriate and timely feedback on their behavior. For example, since 2013, the multinational clothing chain H&M has motivated its customers through discount coupons to be part of the clothing recycling services in all its stores.
These measures also help their customers learn more about the environmental impact of the textile and clothing industry. Therefore, new and more sustainable behaviors will be established.
Products committed to the sustainable concept
It is important to demonstrate that a product is committed to the ecological concept. According to data from the Spanish Nutrition Foundation (FEN), Spain is one of the countries with the highest dairy consumption in Europe. The intake of milk, yogurt and cheese are essential in lifestyles. The main factor driving its demand revolves around its health benefits. The probiotic properties include the prevention of intestinal infections and relief of lactose intolerance symptoms.
However, because sustainability has become a priority, Consumers also want dairy production to guarantee respect and protection of animals. Therefore, the organic product must be produced under the principles of organic livestock. The animal is only fed with organic products to offer high quality food.
We must specify that we have the certification that ensures compliance with the requirements based on this industry. The nutritional information will also show that the ingredients used (sugar and ferments) are environmentally friendly.
Brand activism
Brand activism has six main areas: social, business, economic, legal, political and environmental. Environmentally conscious brands are tackling issues such as climate change, air and water pollution, and optimal use of the earth's natural resources. Some of these companies are pushing their efforts to new heights.
One of the clearest examples of environmentally friendly companies is Patagonia. The American clothing company focuses its business practices and marketing activities on environmental protection issues. The company is involved with the movements Go Green and donates 1% of its annual profits to environmental organizations.
Eco-friendly prices
In marketing strategies we must emphasize that Sustainable consumption represents great savings. For example, a car company demonstrates that it is less fuel efficient than other major brands. So, consumers understand that this is a long-term investment.
