✨Glad to have Carol Rhead, Head of Marketing, Compass B&I UK&I answering the unanswered Q&A from the Sustainable Marketing session at The MarTech Summit London!

How do you determine how much and what your customers care about when it comes to this? And how do you leverage any opportunities for differentiation?

1. Conduct market research: Start by directly asking your customers about their values, preferences, and concerns related to sustainability. Use surveys, focus groups, or interviews to help you gather specific insights into what aspects of sustainability matter most to them.

2. Analyse consumer behaviour: Look at purchasing patterns and behaviours. Analyse sales data over time to identify whether certain sustainable products or initiatives are more popular among your customer base.

3. Monitor social media and online conversations: Social media platforms and online forums often provide a wealth of information about consumer sentiments and concerns regarding sustainability. Monitor discussions and comments related to your brand or industry to understand consumer opinions.

4. Engage with your audience: Interact with your customers through various channels to gauge their feedback on your initiatives.

5. Collaborate with stakeholders: Engage with stakeholders, such as suppliers, partners, and employees, to understand their perspectives on sustainability. They can provide valuable insights into what matters most to the broader community.

Once you’ve gathered insights into what your customers care about in terms of sustainability, leveraging these opportunities for differentiation involves several strategies:

1. Tailored marketing and communication: Highlight the sustainability aspects that resonate most with your customers in your marketing materials and communications. Emphasise how your brand aligns with their values and preferences.

2. Product innovation: Develop or enhance products and services that address specific sustainability concerns identified by your customers. This could involve things like using eco-friendly materials, reducing carbon footprint, or promoting your social value.

3. Transparency and authenticity: Be transparent about your sustainability efforts. Customers appreciate authenticity and honesty. Clearly communicate the steps you’re taking towards sustainability and share progress reports. Do not fall into the trap of promoting a minor element of your product or service where you can support the sustainable claims if the rest of your product/service is unsustainable.

4. Education and engagement: Educate both your customers and employees about the importance of sustainability and how their choices can make a difference. Engage them through campaigns or initiatives that promote sustainable practices.

5. Differentiation through partnerships: Collaborate with like-minded organisations or NGOs that share your sustainability values. Partnerships can amplify your efforts and create a stronger impact. For example, some of the companies that Compass partner with are Olio, To Good to Go, Foodcycle.

6. Certifications and standards: Obtain certifications or adhere to recognised sustainability standards. Good practice would be to work within the Transition Plan Taskforce disclosure framework, which is the ‘gold standard’ of reporting. This not only demonstrates your commitment but also provides credibility and assurance to customers.

By understanding your customers’ concerns and values regarding sustainability and by strategically aligning your brand’s efforts to meet those expectations, you can effectively differentiate your product or service and build stronger connections with your target audience.

????A big thank you to Carol for sharing her insights!

????Read the full Post-Summit Report: https://themartechsummit.com/post-summit-report-martech-summit-london-2023

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Last updated: Dec 2023