Incorporating environmentally friendly marketing tactics and having ongoing discussions about the state of the planet is a part of the zeitgeist for B2B companies. Sales & Marketing Management contributing writer Charlie Fletcher says too many businesses are taking a cynical and not exactly honest approach to this trend.
Greenwashing — the practice of using green branding and messaging to entice consumers while doing little to genuinely maintain sustainable operations — is prevalent. Fletcher states that many companies treat sustainability as a fad that will pass even though B2B clients are increasingly making purchase decisions based on sustainability. She cites a study stating that 72% of B2B buyers are more likely to make a purchase if a company does well on socio-political issues clients consider important.
“Remember, too, that sustainability is a route to greater operational efficiency,” Fletcher says. “Many of the measures that lead to authentically green businesses are focused on reducing unnecessary use of resources. Adopting energy-efficient protocols and waste management practices is good for the planet and can minimize your company overhead.”
B2B companies must be thoughtful and thorough when developing sustainable strategies. “Taking the time to ensure every part of your B2B organization is prioritizing green measures makes for a more consistently and authentically sustainable whole.”
Company leaders must be intentional about adopting practices that make green standards a core part of their processes and company values. Next is communicating these values and practices to everyone on the team as well as outside partners and customers. Encourage them to suggest additional green actions.
Digital tools offer a convenient and efficient way to track corporate sustainability performance.
“The more authentic and open you can be in your approach, the greater the impact you’re likely to have on the planet, your business, and your stakeholders,” Fletcher says.
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