There’s a lot going on in the world right now. Like, a lot. Faced with business challenges related to economic uncertainty and political upheaval, it can be easy to let plans to prioritize sustainable marketing slip down on your to-do list.
But sustainable marketing strategies aren’t just a box for companies to tick so they can score points with eco-conscious customers. Putting your organizational values front and center can make a big difference in every aspect of your business.
Today’s decision-makers want more from brands than quality products at low prices. While sustainability and purpose-driven marketing are big business for companies targeting millennials and Gen Z, research shows that buyers of all ages — including those in B2B — are placing more importance on working with brands that have committed to environmental and social responsibility.
Sustainable Marketing Examples
First things first: what is sustainable marketing?
The focus tends to be pretty heavily on environmental responsibility:
- Minimizing your brand’s carbon footprint
- Reducing waste during the production, distribution, or use of your product
- Contributing to environmental initiatives
But sustainable marketing strategies can also extend to social responsibility — making sure your company isn’t engaged in practices that can harm people.
- Treating your employees fairly and ethically
- Ensuring your hiring practices are free from discrimination or bias
- Supporting initiatives that help members of your community
AI and Sustainability
So where does AI fit into sustainable marketing strategies? Does the technology improve or hurt corporate responsibility — or make no difference at all? Your overall stance on the use of AI in marketing will probably sway your opinions. But let’s dig a little deeper.
1. Energy Use
AI energy consumption is probably the single most divisive aspect of the sustainable marketing discussion. On one hand, AI tools can automate repetitive tasks so they take less time to complete and automatically turn systems on or off as needed, reducing energy use. It can also improve forecasting, leading to less waste.
But we also can’t ignore the fact that the creation and training of every new AI content generator require massive amounts of electricity — a cause for concern during a time when lowering emissions has become a major global priority.
2. Employment
The efficiencies offered by AI technology can free up human teams’ time, allowing them to focus on more enjoyable and rewarding parts of their job — which is great for morale and brands’ reputation as employers.
It’s not all peaches and gravy, though. The use of AI — and its effect on human jobs — has been a central complaint in strikes and lawsuits from people who have been (or expect to be) replaced by algorithms and machine learning. Companies that lean too heavily into AI at the expense of their workers can and have faced repercussions from their customers.
3. Audience Targeting
Analytics tools powered by artificial intelligence have the capacity to sift through vast amounts of data on consumer behaviours and market trends — allowing businesses to identify patterns and insights they can act on.
But marketers leveraging AI tools must tread carefully — making sure to address the ethical concerns around the technology, including its potential to spread inaccurate information, perpetuate racial and gender biases, infringe on copyrights, and just generally piss customers off.
Can AI Contribute to Sustainable Marketing?
The future of sustainable marketing is fuzzy at best. AI technology continues to evolve rapidly — although not as rapidly as in days past — and some of AI’s initial sheen is starting to dull. Changing political narratives around topics like DEI and climate shift have also prompted some companies to rethink their commitments to social responsibility and sustainable marketing practices.
At TPM, we actively experiment with AI tools to gain a better understanding of how and where they can be used to help our clients achieve their goals — but we’re doing so with a clear eye on the effects and future of AI and a commitment to our human experts, who have spent years accumulating the skills and expertise our partners count on. Have questions about responsible, sustainable marketing? Drop us a line anytime.
