Sustainable marketing

Sustainable marketing is the promotion of environmentally and socially responsible products, practices, and brand values. If you’ve ever spent a little bit more on something because you knew it was locally sourced or 100% recyclable, you’ve experienced sustainable marketing.

Businesses can use sustainable marketing for a specific product, a time-sensitive cause, or even as their USP. LEGO is one company that has nailed sustainable marketing. Dedicating a section of its site to its sustainability programs, it is a brand that has a clearly-defined goal for its environmental efforts written in its tone of voice:

"Our mission is to make all LEGO® bricks sustainably by 2030. Why? Because being sustainable is good for the planet! We want to make bricks out of things that we can grow again or are recycled. This is not easy as we want sustainable LEGO bricks to have the same high quality that you are used to, but what we know is this: big ideas may start small, but they will help us build a greener planet one brick at a time."

Generations of customers are still familiar with LEGO, as parents who grew up with the toy sets pass them down to their children and grandchildren. This means LEGO has the potential to ingrain a positive message about the importance of sustainability in a wide group of people around the world.

Read more on Smart Insights.

Contact Jigsaw House today to learn more about creating a sustainable marketing strategy to live by.