Sustainability and purpose are two components that, for some time now, are inseparable from marketing. Conveying the message that a business generates a positive impact on both the environment and society is an approach that delivers positive results – if done correctly and consistently – in attributes such as reputation and brand image, and even sales. Hence, more and more companies are betting on sustainable marketing.
This comes on the heels of a recent report on the matter prepared by him sort list, A platform focused on connecting advertisers with digital agencies. The analysis was conducted between July 18 and 22, 2022 and took into account the valuation of 1,000 companies from 5 markets – Belgium, Germany, Spain, France and the United Kingdom -. Ask the companies about their investments in this strategy. Sortlist understands sustainable marketing as promoting products, practices and brand values Environmentally and socially responsible.
Only 25% of UK companies have spent between €10,000 and €50,000 on sustainable marketing
According to the research from the analyzed countries, Spain It is the company most invested in sustainable marketing during 2021, with 32.50% of its companies allocating between 10,000 and 50,000 euros. A significantly higher proportion than that registered by Belgian companies (23.33%), or French companies (25%), but not yet, for example, by German companies (27.5%).
All this highlights the company, despite the low income. Which is that 25% of Spanish companies recorded income between 100,000 and 1,000,000 euros, while the other markets recorded between 1,000,000 and 10,000,000 euros per year. However, Spaniards are also the most optimistic about sustainable marketing, with 93.33% considering it a worthwhile effort, compared to 85.83% of Britons or 89.17% of Belgians.
The social aspects of sustainable marketing, especially those focused on talent, stand out among the investments of this strategy. a) yes, Fair wages and working conditions These are the aspects in which companies invest the most. Green energy complements the platform, positioned over areas such as CO2 reduction, diversity or animal welfare.
According to a Sortlist study, the profile of a company that invests in sustainable marketing is one More than 250 employeess (33.2%) and this has some Annual revenue of more than 50 million euros. Some data to show that sustainable marketing is a strategy that large companies are at least betting on.
As for the efforts, the companies surveyed announce that they are investing More time and more budget A more sustainable marketing campaign than a normal campaign. Specifically, 35% say they spend more money on sustainable marketing campaigns, and 39% say they spend more time.
According to Sortlist data, and as mentioned earlier, 19% of companies last year spent between €5,000 and €10,000 on their marketing budget, and 15% between €10,000 and €50,000. with everything, 27.5% of companies share that they will increase their budget 5% In the coming years, and 28.3% will raise it by 10%. Only 1.3% of institutions surveyed agreed that their investment in this strategy would decrease.
Despite reported efforts, 89.5% of surveyed companies believe that including sustainability in their marketing strategy is worth the ROI. Specifically, thel A growing brand image (24.13%), the increase in customer loyalty (20.13%) and increase in sales (15.72%) are the main results reported.
Some of these areas – improving brand image and increasing sales – align with reasons for companies to invest in sustainable marketing. But other components appear among the motives, such as moral – ‘It’s the right thing’ by 13.93% – or social – Avoid “Cancellation” by 8.65% -.
In general, the commitment to sustainable marketing seems to be Relatively new strategy. 21% of companies stated that they started this practice two years ago and a similar percentage, 20.5%, stated that they started this practice more than two years ago. 18% indicated they started 5 years ago and only 5% said it was always sustainable.
However, Sortlist data indicates that there is still Margin of opportunity to include sustainability in marketing strategies. Which is that when asked what percentage of their campaigns alluded to sustainability issues, 24.17% of companies indicated that this type of campaign represented between 5% and 10% of their marketing.
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