OptOutside sustainable marketing campaign, REI

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5. Engage stakeholders.
Since sustainability requires real change instead of shallow value-signaling, it takes collaboration. Sustainability is a big effort, and it requires leadership outside of marketing. Engage internal teams, shareholders, supplies, and community partners in conversations and research around sustainability.

In some cases, your organizational structure may make sustainable practices difficult, like getting buy-in for a more expensive but more sustainable supplier when a company has a mandate to increase profit.

Smaller companies can consider re-organizing as a benefit corporation or achieving B Corp status to formalize their sustainability commitments.

6. Go against the grain.
In marketing, it can seem like everyone’s playing a chile whatsapp number database game of copycat, using the same promotions and tactics over and over again. Posting on social media about Earth Day or International Women’s Day, for instance, is a good practice but won’t stand out against the thousands of other brand posts.

Breaking with your industry runs a risk of failure — but it could also pay off in a big way. Take outdoor brand REI, for instance. When Black Friday sales reached a peak fever pitch, the brand shocked the public by closing its stores that day and instead encouraging people to #OptOutside.

While it loses in-store revenue each year on that day, it gains loyalty from its members and employees who would rather spend time outside than in a store.


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