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A green revolution – discover the companies pioneering sustainability in marketing

Updated: Jan 26

The urgency of the climate crisis has not gone unnoticed by marketing companies worldwide. Across the globe, marketers are finding innovative and impactful ways to reduce their carbon footprint and have a positive impact on the environment.

Join us to explore the strategies adopted by various marketing companies to lower their carbon emissions, with real-world examples. Are you a marketer passionate about climate change and looking after the environment? Drop us a comment below and let us know the exciting initiatives you are involved with.

Ethical digital marketing

Cubes saying Trust/Truth

Ethical marketing focuses on building trust and transparency with customers. It is based on the principles of honesty, fairness, and responsibility. Ethical marketers avoid making false or misleading claims, and they respect the privacy of their customers. They also strive to be environmentally and socially responsible.

The key principles of ethical marketing include:

  • Honesty and transparency - ethical marketers avoid making false or misleading claims, and they provide clear and concise information about their products and services.

  • Respect for privacy – ethical marketing means respecting the privacy of the community you work in. This includes not collecting or sharing customer information without consent, and taking steps to protect customer data.

  • Responsibility - ethical marketers are responsible for the social and environmental impact of their business. They strive to operate in a way that is fair and sustainable.

A great example of ethical marketing in practice is Good-Loop, a UK-based company. They have an ethical and sustainable approach giving users the choice to view ads and they also pledge 50% of the advertising revenue to charity.

Green hosting solutions

Green hosting is a type of web hosting that uses environmentally friendly practices. This

A brown board with paper cut outs saying 'honesty' and 'is the best policy'

can include using renewable energy, energy-efficient data centers, and recycled materials. It can be a great way for businesses to show their commitment to sustainability and attract environmentally conscious customers.

Some of the benefits of green hosting include:

  • Highlight your company's environmental commitment

Show your customers that you are committed to sustainability. This can be a valuable selling point, especially for businesses that target environmentally conscious consumers.

  • Attract new customers

Research shows that consumers are more likely to do business with companies that are environmentally friendly.

  • Differentiate yourself from your competitors

In a crowded marketplace, green hosting can help you differentiate yourself from your competitors. Show that you are committed to sustainability and give yourself a competitive edge.

‘Nine in ten global consumers want to buy products sourced in a responsible and sustainable way and 83% would pay more for goods that are ethically produced.’

Jellyfish, a global boutique agency, is a great example of green hosting solutions. By choosing to host their websites and online platforms on servers powered by renewable energy, Jellyfish is not only reducing their own carbon footprint but also encouraging clients to do the same. Learn about Jellyfish's efforts

Environmental offset programs

An environmental offset program can help companies to compensate for the negative environmental impacts of an activity. There are a number of different types of environmental offset programs, but they all share the same basic goal: to make sure that the overall environmental impact of an activity is neutral or positive.

Some of the most common types of environmental offset programs include:

  • Carbon offsets - compensate for greenhouse gas emissions by funding projects that reduce emissions, such as renewable energy projects or forest conservation projects.

  • Biodiversity offsets - compensate for the loss of biodiversity by funding projects that protect or restore habitat, such as wildlife corridors or wetland restoration projects.

  • Water quality offsets - compensate for the degradation of water quality by funding projects that improve water quality, such as wastewater treatment plants or storm water management projects.

Wind turbines in a field with red flowers

Global marketing titan Wunderman Thompson has taken a bold step towards offsetting their carbon emissions by investing in wind energy projects in India. This helps compensate for the company's emissions and supports the growth of renewable energy in developing regions. Discover Wunderman Thompson’s global sustainable commerce practice.

The road ahead

Two people in a grassy field, one holding a reflective object

While these initiatives represent a significant step forward, there remains much to be done. By continuously innovating and incorporating sustainability in their core operations, marketing companies can play a pivotal role in the fight against climate change. Not only can they reduce their own carbon footprints, but also they can influence a broader range of businesses and consumers to follow suit.

“We are the first generation to feel the effect of climate change and the last generation who can do something about it.”

Barack Obama, Former US President

We would love to hear about the sustainability initiatives you are involved with – drop us a comment below.

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