Living Stone blog 3

 

 

All Posts

Why sustainability marketing is important

There’s more to it than reporting…

Consumers prefer sustainable brands, especially millennials. Multiple studies confirm this and we see the evidence every day on newscasts, with coverage of climate-change marches, plogging and beach cleanups.

However, consumers’ purchasing patterns lag behind their environmental aspirations. How come? Although there are many ways to explain the gap between stated interests and actual purchasing behavior, one of the main issues seems to be the lack of sustainable products and clear, sustainable marketing stories.

Truly sustainable brands are still a minority. For every sustainable product there are dozens of less conscious alternatives. Hence, identifying the eco/socio-friendly products consumers would like to buy is like searching for a needle in a haystack.

And how can brands make themselves stick out from the crowd? Through marketing, of course.

Unfortunately, this is where even the most sustainable companies fall short. They might have a sustainability report, which is great. They might even have a corporate sustainability page on their website, which is nice as well. But it’s just not enough.

Consumers probably won’t check the sustainability page of your website, let alone take the time to download or read your sustainability report, regardless of the accolades an environmentally-sound product or brand has received. Why should they? These tools are not made for them. They’re there to inform investors, journalists, job applicants, students, etc. But not the consumer.

Other less-sustainable brands are not targeting consumers through technical reports or information hidden away somewhere on a website. Far from it. They’re out there handing consumers their information on a silver platter, through targeted social advertising on Instagram, YouTube, Facebook or other social media channels. By hiring influencers to promote their brands and organizing/sponsoring events close to their ‘buyers’.

Marketing sustainable brands should be no different. Companies should not be ‘hiding’ their sustainability claim behind the technical side of their communication arsenal. They should be going full throttle, presenting sustainability attributes as strongly as any other positive feature of their brand. How to achieve this? It’s simple:

  • Tell a clear story. What is your sustainability claim? What is the relevance for your company? What solution or assistance is your company providing to tackle one of the global issues facing society today? People love to hear stories, so make sure your sustainability message is positive, engaging and relatable.
  • Make it visible. One of the best ways to get your message across is to visualize it. Use photos, animation and video to show your sustainability actions. Present your data visually, using infographics, animated charts, etc.
  • Make it easily accessible. Your sustainability story is an important part of your company profile, so make sure people cannot miss it. Use all your tools to spread your story. Tell it on social media, through content marketing, even native advertising. Get the support of the right ambassadors. And don’t forget traditional offline methods, for instance, organizing/sponsoring events, adding sustainability information/labels to your products, etc.

Are you maximizing your sustainability story across the entire spectrum of your communications programs or is your program still hidden in your annual report or on a solitary web page? At Living Stone, we can help you find the best ways to share your story and optimize the impact for all of your audiences. Contact Maarten Geerts to learn how.

Anne-Mie Vansteelant
Anne-Mie Vansteelant
COO | Managing Partner at Living Stone

Related Posts

Bees: small wings, big impact

Bees are small and vulnerable. And yet they are indispensable: they pollinate, keep ecosystems in balance and enable growth. Their strength lies not in their size, but in their cooperation, resilience and the value they add. 🐝 That idea is encapsulated in the name The Bee Academy. This organisation helps IT professionals who, after burnout, stroke or other setbacks, want to find their place in the labour market again. Like bees, they play an invisible but indispensable role in our society. With the right opportunities, they can contribute, grow and flourish again – for themselves and for the organisations they end up working for.

From Vendor to Partner: Strategies for Healthcare Partnerships (Part 2)

Building on the shift from transactional vendors to strategic partners, the second part of our series dives into how collaboration works in practice. We explore strategies for effective supplier-provider partnerships, key European initiatives, procurement considerations, and the inspiring example of Maria Middelares hospital. Learn how startups and suppliers co-create solutions that improve patient outcomes, streamline operations, and generate lasting value.

From Vendor to Partner: Why Healthcare Relationships Are Changing (Part 1)

Healthcare is changing faster than ever. By 2025, hospitals face rising costs, staffing challenges, and increasing pressure to deliver better outcomes with tighter budgets. In this new reality, suppliers can no longer rely on transactional sales they must become true partners. In this first part of our series, we explore why hospitals are seeking strategic collaborations, how partnerships are evolving, and real-world examples from Europe that show efficiency and shared outcomes are now the “new currency” of healthcare supplier relationships.