It’s safe to say that 2024 has been another landmark year for the climate crisis, with record-breaking temperatures, persistent natural disasters and other forms of extreme weather all being symptomatic of an environment in decline. As the problem mounts, life on Earth will continue to adapt with it – from how nations obtain resources to how communities are built and, more pertinently, how businesses operate.
Sustainability has been a growing topic of conversation across industries of all kinds, as businesses wise up to the importance of incorporating eco-friendly policies into their operations, and the digital marketing sector is no exception.
Plus, as consumer awareness surrounding environmental issues grows, businesses are also under pressure to adopt sustainable practices not just from a production and logistics standpoint, but also in their marketing efforts. For digital marketers, this shift presents both opportunities and challenges.
In this article, we’ll explore key sustainability trends within the digital marketing world, as well as strategies that your company can adopt to reduce their environmental impact while engaging conscious customers.
Sustainability in Digital Marketing: Why It’s Important
It’s no secret that in recent years, sustainability has emerged as a key driver of consumer behaviour. According to a 2024 PwC study, 46% of consumers say they are buying more sustainable products as a way to reduce their impact on the environment; meanwhile, more than 80% of consumers say they are willing to pay more for sustainably produced or sourced goods, with some willing to pay on average 9.7% more for goods and services that meet specific environmental criteria.
Fortunately, the digital space offers marketers many opportunities to communicate sustainability. However, it’s also essential that digital marketing itself adopts sustainable practices, from reducing carbon emissions associated with data usage to ensuring campaigns align with responsible production standards.
Reducing Your Carbon Footprint Through Digital Channels
We as digital marketers are heavily reliant on technology, which in turn depends on energy-consuming data centres. As online activity increases, so too does the carbon footprint associated with digital campaigns. For example, the Internet accounts for 3.7% of global greenhouse gas emissions – shockingly equivalent to that of the aviation industry.
As a result, it’s essential that active steps are taken to reduce the environmental impact of digital marketing activities. Here are just a few strategies to consider:
Optimising Web Performance
Slow, inefficient websites consume more energy because they require more server power and lead to longer user sessions. Making sure that websites are properly optimised – such as minimising file sizes, improving load times and streamlining site navigation – can significantly reduce energy use.
Because Google values web performance in its search ranking volume, think of this as a win for sustainability and SEO.
Choosing Green Hosting Providers
Another effective strategy is to use web hosting providers that are committed to renewable energy, such as GreenGeeks and Kualo. These brands help to offset the environmental impact of running websites and digital applications.
Reducing Data in Email Campaigns
Email marketing, although successful in reaching large audiences, can also contribute to digital pollution through large attachments and high data usage. As a result, marketers should aim to reduce the size of their email campaigns by using lightweight designs and compressing images.
On top of this, targeting smaller, more engaged audiences through segmentation can cut out unnecessary emails and reduce the carbon footprint attached.
Leveraging Sustainable Video Marketing
Video content can also be a powerful marketing tool, but can be similarly energy-intensive – particularly when hosted on platforms like YouTube that rely on vast data centres. Sustainable video marketing can be achieved through compressing video files, reducing video length and encouraging users to download rather than stream content.
Emphasising Ethical Consumerism in Campaigns
Of course, sustainability isn’t just about reducing energy consumption, it also includes promoting responsible consumption and production practices. Thinking back to the stats from the PwC study, it’s clear to see that ethical consumption is on the rise, and brands that incorporate sustainable messaging into their marketing campaigns can tap into this growing market.
Highlighting Eco-Friendly Products
With so many consumers looking for products with a reduced environmental impact, spotlighting these products during campaigns is a great way to align with consumer values and drive engagement.
Transparency & Storytelling
For 70% of UK consumers, greenwashing – superficial sustainability claims made without real substance – is a huge red flag. This means that authenticity is essential when promoting sustainability, so marketers should focus on transparency by providing clear, verifiable information about the sustainability of products, services and practices.
Storytelling can play a key role here, using case studies and real-life examples to showcase sustainable efforts.
Supporting Social & Environmental Causes
Beyond promoting eco-friendly products, brands can build their reputation by supporting broader social and environmental causes. Campaigns that involve partnerships with environmental organisations, carbon offset programs or tree-planting initiatives not only demonstrate a commitment to sustainability but may even establish a positive relationship with the local community.
The Rise of Sustainable Advertising Platforms
In response to the growing demand for sustainability, new advertising platforms and systems are emerging that prioritise eco-friendliness. Platforms like these are designed to reduce digital waste, optimise energy use and provide marketers with tools to lower their environmental impact.
Carbon Neutral Ad Platforms
Adtech companies, such as OpenX and Sniegel, are now starting to offer carbon-neutral advertising solutions. This works through calculating the carbon emissions generated by ad campaigns and offsetting them through investments in renewable energy or reforestation projects. Choosing to work with these platforms can help advertising efforts align with sustainability goals.
Programmatic Advertising Efficiency
Programmatic advertising allows for precise targeting, reducing waste by showing ads only to relevant audiences. Getting rid of irrelevant impressions and optimising ad spend means that businesses can reduce the energy consumption associated with digital campaigns.
Eco-Friendly Ad Creatives
Lighter, more efficient ad formats, such as static images instead of auto-playing videos or reducing high-resolution banners, can also help to reduce the carbon footprint of digital advertising. Interactive and engaging formats that don’t rely on heavy data usage can provide sustainable alternatives without compromising performance.
Measuring the Impact of Sustainable Marketing Efforts
To maintain credibility, sustainable marketing efforts must be measured for success and reported on. Tools such as carbon footprint calculators, energy usage tracking and sustainability audits can help brands understand their environmental impact and identify areas for improvement. Here are just a few tools and strategies for accurate analysis:
Carbon Emissions of Digital Campaigns
Using platforms like Plan A or AdGreen, marketers can estimate the carbon emissions of their campaigns and work towards reducing them over time.
Energy Consumption of Web Traffic
Tools like Website Carbon can measure the energy usage linked with website traffic, allowing brands to optimise their digital presence accordingly.
Customer Engagement with Sustainable Content
You can also track how well sustainability-focused content resonates with audiences. Higher engagement with these campaigns can indicate strong brand alignment with consumer values.
Align Your Marketing Campaign with Sustainable Practices
Is sustainability becoming an increasing concern for your business? Perhaps you want to show off your green credentials in your next online campaign? As an innovative and adaptable digital marketing agency in Bristol, Bigg is committed to helping your brand devise digital marketing strategies that speak to eco-friendly values.
Ready to get started? Get in touch to book a strategy call with a member of our friendly team and find out more about how we can help you implement sustainable practices that drive success.
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