What is at stake?
The sustainable marketing approach involves several steps, from defining the company's mission to building a trustworthy relationship with customers and users, designing a useful and sustainable offer, and responsibly promoting the offer (communication).
Here, we focus on the last aspect: the sustainable communication approach.
Why is it important?
Eco-design encompasses the entire lifecycle of a product or service. While it's more commonly associated with design, manufacturing, and end-of-life considerations, the impact of dissemination should not be forgotten: communication materials related to a product/service can be polluting, whether they are physical (posters, newspapers, flyers, etc.) or digital (website, emails, newsletters, etc.).
Three key steps to take
1️⃣ Eco-design all communication materials
- Eco-design your website
- Reduce or eco-design physical materials (flyers, displays, etc.)
- Minimize mailing campaigns, newsletters, or opt for less polluting alternatives
- Create "evergreen" content, which is timeless and educational
2️⃣ Prioritize low-energy communication tools
Performance and quality remain the most important criteria in choosing communication tools.
Consider these two additional criteria:
- The amount of energy/CO2 consumed by the tool
- The origin of the tool (if possible, prioritize a French instrument!)
3️⃣ Engage in ethical communication
→ Specifically, guide your customers towards more sustainable consumption habits behaviors that address real needs (e.g., offer a buying guide, pre-purchase diagnosis, facilitate contact with team members).
📚 Resources and further reading
🔧 Three tools to assess the accessibility, performance, and carbon footprint of your website.
📖 The Guide to Responsible Marketing (Marketing Flow)
🛠️ A calculator to estimate the carbon footprint of your online advertisements (Shine)
📖 The carbon footprint of subway advertising posters (Shine)
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