How brands can offset their impact on the environment with eco friendly marketing

Virtually every business, no matter how eco conscious they are, leaves some mark on the planet. Everything from marketing campaigns to travel has a big impact, with marketing alone often generating more waste and emissions that many people realise.

However, rather than just hoping for the best you can look to actively offset your impact on the environment through smarter and more sustainable choices. That doesn’t mean you need to ditch everything that has been working, its about making informed decisions that reduce waste, lower your carbon footprint and build a more responsible brand.

Small changes can add up quickly, especially for small businesses. Making a switch for eco friendly promotional products or only printing marketing materials that you actually need plays a big part.

The impact of more traditional marketing

Many of the go to marketing tools businesses have used for many years, such as printed brochures or catalogues, branded giveaways, direct mail and exhibition stands, each carry an environmental cost that’s easy to overlook. And while they might be effective in grabbing attention, the materials, processes, and waste involved in making them often leave a bigger footprint than anyone realises.

Take print, where larger print runs are frequently overestimated, leaving boxes of unused print destined for the bin. Glossy paper is harder to recycle, and solvent-based inks can contain harmful chemicals. Then there’s the typical event freebie, such as plastic pens, lanyards, and novelty items that end up unused or quickly thrown away.

Reduce waste through smarter choices

One of the most immediate ways to offset your environmental impact is to rethink your print materials and promotional merchandise. With a few smart adjustments, they can become far more sustainable without losing their impact.

Rather than defaulting to high-volume print runs “just in case,” switch to shorter runs or a print on demand type model. This helps avoid wasted print that goes unused. You could also double up with ensuring all your print is either recyclable or printed using FSC-certified paper.

When it comes to promotional merchandise, ditch the single use mindset. Instead of lower cost plastic pens or keyrings that are likely to be tossed in the bin, choose products that are genuinely useful. Not only are these better for the planet, but they also reflect more positively on your brand. Customers are far more likely to keep, use, and appreciate a quality  eco friendly giveaway.

Tailor your orders to your audience and campaign goals. You’ll save money and reduce waste.

Work with suppliers who share your values

Selecting the right products and processes in only part of it, you’ll always be limited by the supply chain behind your marketing. To truly become eco friendly you have to look beyond just your own actions and research suppliers or work with partners who share your sustainability goals.

Ask questions of your suppliers such as where do they source their materials from? How are they made? 

Choosing local suppliers will also heavily reduce the distance your goods travel and also make communication far easier. Consumers are getting increasingly savvy at researching companies and who they work with, if your suppliers contradict your eco messaging, it could undermine all your marketing efforts.

Sustainable marketing is practical, effective, and increasingly expected. And done well, it not only helps the planet  it strengthens your brand and builds trust that lasts far longer than any single campaign.

Ready to make more responsible choices in your marketing? Get in touch to explore eco friendly promotional products.