By Nyarai Simbarashe (Dr), Lecturer, Women’s University in Africa

Authenticity creates a bond between leaders and followers, and this is no different in marketing. Authentic brands tend to foster customer loyalty by understanding and connecting with what their customers care about, especially in regard to environmentally conscious values. Such brands are more likely to win the hearts of consumers and generate increased sales through repeat purchases. However, some organisations have viewed sustainability as a mere tick-box exercise, focusing more on the outward appearance (greenwashing) rather than the brand’s core identity. Organisations need to integrate sustainability into their brand identity to be perceived as authentic. This means creating a brand that aligns with the needs and wants of consumers in their everyday lives.

The concept of sustainability is quite broad; however, this article focuses on sustainable marketing. Sustainable marketing refers to marketing practices that contribute towards ensuring future generations have sufficient resources and we do not recklessly deplete or damage those resources (Vesa, Hyseni;, 2021; C, Polley;, 2021). Sustainability, therefore, encompasses a wide range of issues, including social, cultural, and environmental concerns. Green marketing is a branch of sustainable marketing that focuses primarily on the impact of marketing activities on the environment (C, Polley;, 2021). Essentially, organisations that practice sustainable marketing understand the importance of Corporate Social Responsibility (CSR) and Responsible marketing. This article aims to discuss the significance of sustainable marketing, its benefits to society and organisations, highlight the challenges, and present the business case for sustainable marketing through various cases. 

Woolworths (South Africa) is a brand that has shown remarkable endurance in promoting sustainable production processes. The brand practices sustainability in various ways, such as raising over ZAR6 million monthly for schools and charities through its MySchool MyVillage MyPlanet programme. Similarly, Econet in Zimbabwe has invested in the Highlife Foundation, an institution that provides opportunities for education to vulnerable communities (Anon., 2021). Woolworths South Africa has also invested ZAR7.2 billion over the past 19 years in the fight against hunger in South Africa. The brand has introduced green stores that use energy-efficient LED lights and natural gas refrigeration, among other strategies, to enhance energy efficiency (Anon., 2023). These are just a few of the many initiatives associated with the Woolworths brand. Customers can participate in some of the programmes through customer loyalty programmes, thus creating a positive brand association in the minds of customers who enjoy affiliating with a brand that supports community development. Although some projects, such as investing in green stores, may seem like a massive investment initially, it can lead to cost savings for the business by reducing operating costs in the long term. In addition, leveraging on the positive brand association, Woolworths may benefit from increased sales by marketing their sustainability efforts, which would attract environmentally friendly customers.

After reviewing the Safaricom business report for 2023, it is evident that the company has made great strides in promoting its sustainability efforts. By 2023, Safaricom had planted a remarkable 1.3 million trees while restoring 1300 hectares of degraded land (Safaricom, 2023). The company has invested in tree planting to offset its carbon emissions since trees can absorb carbon dioxide. It has aligned its sustainable development goals with its company activities, highlighting its commitment to environmental restoration. Moreover, Safaricom has prioritized diversity and inclusion initiatives, with 40% of its senior leadership positions occupied by women, while 3% of the workforce comprises people with disabilities (Safaricom, 2023). These efforts demonstrate the company’s commitment to social responsibility and promoting equal opportunities. One might wonder how these sustainability efforts contribute to the company’s survival. Firstly, it enhances the brand image and reputation. Secondly, the company’s corporate social responsibility initiatives may positively impact employees, increasing employee satisfaction. Safaricom’s efforts towards sustainability and social responsibility demonstrate its commitment to environmental preservation and equal opportunities, which can benefit the company in various ways, including attracting investors and fostering customer loyalty.

It is important to acknowledge that sustainability marketing also comes with its own set of challenges. A recent example of this is The Body Shop, which had to seek the help of administrators to stabilize its financial situation, particularly in its UK stores. It has now been reported that several of its UK and Canadian stores have been closed (Houghton, 2024; Benchetrit, 2024). This is interesting because The Body Shop has always been known for its cruelty-free beauty products and fight for animal rights. How could such a brand, committed to sustainability issues, face such a crisis when customers are becoming more aware of sustainability? One argument is that when The Body Shop was sold to L’Oreal, there was a slight shift in its marketing strategies (Saker-Clark, H;, 2024; Kilikita, J;, 2024). This change may have caused customers to become sceptical of the company’s sustainability claims, as trust was established with the initial owners. This brings up the first challenge for brands – to be truthful and transparent about their processes. Authenticity and genuine connection are essential for brands to build trust with their customers, which is not something that many businesses can achieve. 

Organisations should accurately measure their impact while complying with sustainable marketing regulations. Balancing sustainability and profitability can be challenging, but premium brands that communicate sustainability can command higher prices due to perceived value.

As more consumers become conscious of sustainability, it is now essential for brands to practice sustainable marketing. However, it’s important to note that simply adopting sustainable practices may not necessarily give a brand a competitive edge. What truly matters is how well a brand can communicate and leverage its sustainability efforts to create a unique brand identity, foster customer loyalty, and reduce operational costs in the long run through innovation. While it may not be possible for a single brand to address all sustainability issues, it can certainly start by considering the issues that are closely associated with its own processes.