Marketing and Sustainability to meet the Sustainable

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In 2015, the 193 UN member states set a deadline, 2030, by which to adopt concrete measures to achieve the 17 Sustainable Development Goals (SDGs) of the 2030 Agenda , the global action plan that aims to end poverty, protect the planet and ensure prosperity for all.

Agenda 30 imposes standards that every business reality must adapt to for the good of the planet and the community. In one word: commitment, which must be guaranteed from three different points of view: economic, social and environmental.

Can marketing strategies help companies achieve the 2030 Agenda Goals? Absolutely! We are talking about SDGs marketing, the branch of marketing that includes all those strategies aimed at carrying out sustainable initiatives that are good for the economy, the environment and people.

What do consumers think?

Consumers increasingly aware and engaged
Nowadays, people are increasingly informed and aware of chinese uk phone number list environmental and social issues, and pay more and more attention when choosing which products to buy or which brands to trust.

Brand reputation plays a key role : the more a brand manages to convey positive values, the more people will identify with those values ​​and choose it continuously over time. But let's see some data in favor of this thesis.

90 % of consumers choose a product if they consider it sustainable and, according to a study conducted by Nielsen IQ , 83 % of consumers are even willing to pay more for a sustainable product than a cheaper non-green equivalent, putting ethics before savings.

The percentages grow if we consider the segment of the population belonging to Generation Z. In fact, young people between 18 and 24 years old are proving to be increasingly sensitive to environmental and social issues, so much so that 70% of them say they would even be willing to pay double for a green product, proving to be highly loyal to the most transparent and honest brands.

Transparency and honesty vs greenwashing
Pretending to care about environmental issues simply by dyeing your product packaging green is not worth it.

In the past, there have been many cases of greenwashing , that is, deceptive marketing practices through which companies set themselves up as champions of sustainability when, in reality, they did nothing or even harmed the environment with their products or production processes.