By Lenox Lizwi Mhlanga

In today’s rapidly evolving business landscape, the concept of sustainable marketing has emerged as a critical element for companies looking to maximise their impact on society while driving profits. Sustainable marketing is all about finding the balance between profitability and purpose, with the aim of creating a positive impact on both people and the planet.

Public relations is central to sustainable marketing, shaping a company’s brand image and reputation. Customer sentiment is increasingly driven by environmental and social responsibility. Consumers are prioritising brands that align with their values, looking beyond just the bottom line. This shift in consumer behaviour presents a unique opportunity: sustainable marketing with a strong public relations (PR) focus. 

In the context of sustainable marketing, PR professionals are tasked with communicating a company’s commitment to sustainability and social responsibility while also promoting its products and services in a way that resonates with consumers. This is no easy feat, as today’s consumers are more socially conscious and environmentally aware than ever before, and they expect the companies they support to share their values.

All companies listed on the Zimbabwe Stock Exchange are mandated to annually commission their sustainability reports as directed by the Securities and Exchange Rules 2019. Sustainability reporting entails companies or organisations publicly affirming their dedication to economic, environmental, social, and governance (ESG) performance. The reports often include information on the company’s efforts and initiatives related to sustainability, such as environmental impact, social responsibility, governance practises, and stakeholder engagement.

One of the key challenges facing PR professionals is how to effectively communicate a company’s sustainability efforts without coming across as inauthentic or greenwashing. Greenwashing refers to companies that falsely portray themselves as environmentally friendly or socially responsible without implementing substantial changes in their operations.

As consumers become savvier and more sceptical of corporate messaging, PR professionals must work diligently to ensure that their company’s sustainability initiatives are genuine and transparent. PR professionals can achieve this by harnessing the power of storytelling to vividly portray the company’s sustainability initiatives.

By sharing real-life examples of how the company is making a positive impact on society and the environment, PR professionals can humanise the brand and connect with consumers on a deeper level. For example, they can highlight the company’s efforts to reduce waste, conserve energy, or support local communities, showcasing the tangible benefits of its sustainability initiatives.

Another important aspect of sustainable marketing that PR professionals must navigate is stakeholder engagement. In today’s interconnected world, companies are increasingly being held accountable for their actions by a wide range of stakeholders. These include customers, employees, investors, and NGOs. Sustainability is now a big deal when attracting investment in the global market.

PR professionals must work proactively to build strong relationships with these stakeholders, keeping them informed about the company’s sustainability efforts and seeking their input and feedback on how to improve. Moreover, PR professionals must also be prepared to handle any potential crises that may arise in the course of the company’s sustainability journey.

Whether it’s a product recall, an environmental disaster, or a conflict with a stakeholder group, PR professionals play a crucial role in managing the company’s reputation and mitigating any negative fallout. By being transparent, responsive, and communicative in times of crisis, PR professionals can help to rebuild trust and credibility with consumers and other stakeholders.

Here’s how PR can navigate the intersection of profitability and purpose for your sustainable marketing efforts:

Transparency is crucial. Embrace transparency in your PR efforts, as consumers are discerning and can easily detect deceptive practices like greenwashing. Publicly disclose your sustainability practices, challenges, and goals. Partner with NGOs or sustainability experts to validate your efforts and build trust.

Showcase Impact: Don’t just tell people you’re sustainable; show them. Develop compelling case studies and success stories that quantify the positive impact of your initiatives. Share positive media coverage about your sustainability efforts through press releases and media outreach.

Partnerships for Progress: No company is an island, so make an effort to partner with other purpose-driven organisations to amplify your message and broaden your reach. Collaborate on joint initiatives, co-host educational events, or participate in industry sustainability forums.

Embrace Employee Advocacy: In PR, we know for a fact that employees are your biggest brand ambassadors. Encourage them to share the company’s sustainability efforts on their social media platforms and participate in volunteer activities such as clean-up campaigns.

Move Beyond Performance Reports: Sustainability reports are great, but they often gather dust on a shelf. Package your sustainability data in creative and engaging ways through infographics, short videos, or social media campaigns.

By strategically using these tactics, you can leverage PR to weave a powerful narrative about your commitment to sustainability, ultimately achieving both profitability and purpose. By harnessing the power of PR, you can ensure your sustainable marketing efforts resonate with today’s purpose-driven consumers.

To conclude, the convergence of sustainable marketing and public relations presents companies with a distinctive chance to enhance profitability while contributing positively to society and the environment. PR professionals play a vital role in constructing a credible brand image by proficiently communicating sustainability initiatives, interacting with stakeholders, and managing crises with honesty and transparency. Integrating sustainability into marketing and PR strategies allows companies to generate enduring value for their financial performance and the environment.

Lenox Lizwi Mhlanga is a communication specialist with nearly 24 years’ experience in the PR profession. He has worked with the World Bank Group and a number of blue chip companies as well as organisations in the NGO, Government and CSO sectors. He is a lead consultant at Magna Carta Reputation Management Consultants. Considered a thought leader in his profession, he lectures on the subject and sits on a number of boards. He can be contacted at: lenoxmhlanga@gmail.com and +263772 400 656