Sustainability is a big deal for your operations. Whether that’s manufacturing and shipping goods, driving to and from worksites, or delivering your services, all these things use energy. Your digital assets like marketing and web platforms are no exception.
At Squarebird, we believe sustainability is the key to unlocking better marketing and web hosting. In this blog we’ll explain these two concepts, and offer methods that you can use to implement them – as well as communicate your sustainability efforts to your audience.
Enhance your web sustainability by contacting our team today.
What is sustainable marketing?
Sustainable marketing, also called green marketing, capitalises on buyer awareness of environmental issues. Generally, sustainable products cost more than ones sourced with less particular considerations. However, by marketing the product as sustainable, it becomes a more ethical option that certain customers might be more likely to buy.
As a solution, sustainable marketing isn’t really about being sustainable in and of itself. Instead, it’s about showing the efforts you’re making as a company – both in your products themselves, and other mediums – towards being more sustainable. This can be reflected through your brand, your messaging, and on the products themselves.
What is green hosting?
While sustainable marketing doesn’t involve improving your own sustainability by default, green hosting on the other hand does. Green hosting is a form of website hosting with an emphasis on sustainability. This means choosing more eco-friendly options for your hosting providers, which can be achieved through a number of means that we’ll cover below.
Learn more with our ultimate guide to green hosting >
How to implement sustainable practices for your digital assets
Renewable Energy. The easiest way to ensure your web assets, like your website, are hosted sustainably is to use a provider that primarily powers their data centres and servers with renewable energy from sources like hydro, wind, and solar power. This can’t fully eliminate the carbon footprint of your digital assets due to the resources involved in building these facilities, among other factors, but can prove a solid step in the right direction.
RECs. Also known as Renewable Energy Credits, this is a device that certifies the energy provider for your web host’s data centre is at least partially using renewable energy. Unlike renewables as a standalone solution, this doesn’t mean that the centre is running off renewable energy, but can still be used to indicate an attempt at sustainability.
Offsetting. Planting trees and engaging in other environmental efforts can help to offset the carbon emissions from your digital assets. While this means the emissions still take place, you will generally be able to make a more positive overall impact on the world. Carbon offsetting is often certified through the use of VERs (Verified Emission Reductions).
Energy Efficiency. The devices used by your team and your providers also play a role in sustainability. Different devices will have different energy efficiencies, meaning they’ll use more or less energy to do the same task. Choosing a provider with good energy efficiency certifications means less energy will be wasted, meaning a more efficient, cost-effective, and sustainable solution.
Company Culture. While you’re busy updating your systems to be more energy efficient, it may be a good time to reflect on your culture as a company. This could involve introducing incentives for sustainable practices like carpooling, proper recycling and waste separation, or even going paper-free. Although this isn’t part of your digital assets, having a sustainable mindset can bleed through into other aspects of your business.
Sustainable Materials. For both your packaging and products themselves, more sustainable materials are a must if you want to appeal to an eco-conscious crowd. Recycled materials that are also easily recyclable are a safe bet, depending on your product. The materials you use, and how you talk about them, is a big part of sustainable marketing, so should be considered when looking at your digital marketing strategy.
Products Promoting Sustainable Living. If you want to go a step further, you could design products that impact the sustainability of your customers themselves. Think energy efficient showerheads, refillable shampoo bottles, or plastic-free packaging – all things that can have a positive knock-on effect even after they leave your hands.
Charity and Donations. Another side of sustainable marketing is in your CSR. Charity is a good way to show you care more than just superficially, showing your business has integrity with what it says and will back it up with action.
Communicating your sustainability through branding
Branding is a fundamental way for you to communicate your sustainability. Through platforms like social media, your website, and your products, it is important to include messaging and imagery that indicates your sustainable practices. This could include:
- Logos from sustainability partners
- Stats e.g. number of trees planted
- Percentage reductions in emissions or plastic packaging
- A mission statement of your company’s ethos and CSR
- Regular updates on social media about what you’re doing to improve
The elements that make up your brand such as your tone of voice, your imagery, and values can be altered or presented in a way that best shows your sustainability. This form of sustainable marketing integrates these practices into your very identity, forming a link between the two in the minds of your audience.
Find out more about showing your brand strategy through your website >
Sustainable marketing and website hosting with Squarebird
From sustainable marketing that shows off your brand’s strong points without compromising on conversions, to green hosting that cuts your carbon emissions, there’s plenty of ways that sustainable practices can enhance your business.
At Squarebird, we utilise industry-leading tools, techniques, and connections to ensure your digital assets are as secure and sustainable as possible. Find out more about our commitment to sustainability, read some related blogs below, or begin your journey towards more sustainable marketing and hosting that’s built into your brand by getting in touch!
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