With the increase of global environmental problems and consumers’ environmental awareness gradually increasing as they demand environmental protection, there is a desire to share their beliefs. Sustainable business methods have increased, with several companies now using sustainable marketing to succeed in today’s ethical and ecologically sensitive marketplace. Sustainability marketing is a concept emanating from Corporate Social Responsibility (CSR). It is a type of marketing that focuses on the environmental and social impact of a company’s product or service.

In Zimbabwe, Prodairy has plant-based Tetra packages and the caps for milk, maheu, and dairy juices, which are 88% natural, renewable plant-based resources. Plant-based packages reduce carbon footprints and are less harmful to the environment compared to traditional packaging methods and materials that contribute to global warming.

We have seen many organizations, including state entities, participating in the national clean-up program launched by President Mnangagwa in December 2018. The program was based on moral persuasion, urging all citizens to clean their environment every first Friday of every month. With the world moving towards the achievement of the Sustainable Development Goals, organizations have been using the opportunity to partake in the clean-up campaign, posting the pictures on their social media pages so that their communities see the good deeds they are partaking in. Companies and businesses that engage in sustainable marketing, like Prodairy, can benefit both the world and their bottom line. It used to be easy; companies would simply provide low-priced, high-quality goods. However, people now want to support businesses that have sustainable methods, driven by increased consumerism and the influence of the younger generation.

For years, marketers have used stories as their primary weapon to persuade people to make decisions about who they are, what they want, and, of course, what they buy. In Zimbabwe, we had classic commercials; Bata Toughees quickly comes to mind; two school kids and a rhino play after school in Toughees shoes. The lyrics emphasize, “Tough guys, rough guys, run till you drop, and just make it for good.” It tells the story of shoes for active kids—shoes that are strong, durable, long-lasting, and more than just school shoes.

Storytelling has been around for a long time, using storytelling techniques to engage and shape audiences. Brands tell stories to attract consumers, as people love stories as they express their lives personally. Storytelling plays a key role in sustainable marketing because it transforms brands by applying narrative structure to brand content. There were Old Mutual-sponsored YouTube ads that told stories and highlighted the various services they offer, including the new O’Mari and Life Insurance Services. A successful story in sustainability highlights the “why of the story.” It highlights and makes visible the resilience intended by the narrator. Storytelling effectively communicates sustainability efforts, playing an important role in capturing the attention and loyalty of this growing population of environmentally and socially conscious people.

With the “why” being explained, storytelling overcomes the main challenges of sustainability communication, which is greenwashing, whereby the communication of the story helps bring clarity and not just “appear” to be more environmentally friendly or less harmful to the environment than it really is. A good story ensures that the listener does not develop their own feelings but reacts to the feelings of the character. With the help of a story, the engagement of target audiences is achieved. Stories show; they just don’t talk. Saying what you do is not as effective as showing the listener what others have experienced or even what we are trying to achieve. A good sustainability story can make sense of the world by connecting with stakeholders and influencing emotions, beliefs, and behaviours, as there is an element of human instinct that comes from connecting with a story.

Feasible showcasing sustainability marketing gives a competitive advantage, separating from other brands and drawing in clients who emphasize maintainability in their acquiring choices. The emotional level of empathy, joy, sadness, and anger evoked by a story about sustainability creates a connection, resonates with the audience, and builds trust and credibility as they are values and beliefs that resonate with the target audience, thereby achieving brand loyalty.

To succeed in sustainability marketing, there is a need for collaborative partnerships. The Government of Zimbabwe’s Clean Up Program is a good example, and we can clearly see why many organizations have been participating in the initiative. The collaboration has made a difference raise mindfulness of local issues and has drawn local partners to discover and actualize arrangements to the United Nations’s Sustainable Development Goals. 

As consumers increasingly prioritize environmentally conscious choices, there is a significant shift towards eco-friendly initiatives in the marketing realm. With sustainability trends now being a necessity, businesses need to stay a few steps ahead. The future of Sustainability marketing holds elements that businesses should keep an eye on. Greenwashing is being recognized; there is no need for vague environmental claims without proof or misleading marketing tricks, as consumers are well informed that there is a need for transparency and authenticity. There is a rise in eco-conscious consumers, and they prioritize sustainable products. There is a need to highlight the eco-friendly aspects of products or services and ensure the message is seen and heard, just as with ProDairy packages.

More importantly, education is more important than promotion. People now generally don’t just sell but take time to educate, especially through storytelling. Social media is a tool for change; it should be leveraged not just for marketing but also for driving sustainable change, incorporating big data and artificial intelligence, understanding consumer behaviour, and tracking environmental impact. Data helps make better decisions. Influencer marketing remains potent, but there is a shift towards partnering with influencers who resonate with sustainability and are in line with the target audience, identifying and collaborating with them.

The future of sustainable marketing is dynamic, and following it is a strategic move capable of driving profitability, enhancing brand reputation, and nurturing a positive organizational culture.