For a sustainability-minded customer, employee or investor to choose your brand over another, they first need to understand what value you bring to the table. And that’s why fitting sustainability into your marketing strategy is so necessary—and why content marketing can be such an invaluable tool.

1. DEMAND FOR BUSINESS SUSTAINABILITY IS
HEATING UP.
It's time to tell your story.

2. 28% of consumers have already severed--or
lessened--their relationship with brands who are
harming the planet. (Deloitte)
It's no secret that a growing number of customers, employees
and investors want to do business with environmentally- and
socially-conscious companies.
65%
of employees say they are more likely to work
for a company with strong environmental
policies. (Reuters)
$1
trillion
is expected to flow into the global green bond
investment market in 2022—doubling 2021
levels. (Reuters)

3. Seeing the writing on the wall, many
businesses are taking steps to
reposition themselves as sustainable.
But, for most, this is largely a box-
ticking exercise—one that doesn't
create nearly enough traction to help
the world stay within the necessary 1.5
degrees Celsius of warming.
of large firms report on their sustainability efforts,
while failing to do anything meaningfully
sustainable. (Harvard Business Review)
96%

4. this type of greenwashing makes it difficult for stakeholders to differentiate between
meaningful sustainability initiatives and empty claims.

5. "Unlike with temperature
or calories, consumers
have no intuitive
reference point that helps
them understand many
measures of
environmental impact.”
- Kenneth P. Pucker,
Tufts University
For instance, what does it mean if a
fleece jacket requires 20 pounds of CO2
to manufacture?
Or if a single item of clothing adds 48.9
grams of phosphorous to freshwater or
marine environments?
Most individuals have no idea. And yet
this lack of context is common in
organizational sustainability reports
and communication.
(Harvard Business Review)

6. That's why integrating
sustainability into your
communications efforts is so
important.

7. totrulyreapthebenefitsofyour
sustainabilityinitiatives,youneedto
communicatethemeffectively—withthe
intentionofhelpingstakeholdersmake
informeddecisions.

8. Content marketing can be an incredibly
impactful tool in this regard.

9. It allows you to educate stakeholders, offer real context
and help them see the bigger picture.

10. It also helps your business stand out from the crowd.

11. Blogs,
articles,
thought leadership pieces,
web copy and
social posts
are just a few ways to delve into the nuance of
sustainability initiatives, and showcase the
progress you're making.

12. These tools can help stakeholders understand that true business
sustainability isn't about perfection.
It's about taking meaningful steps in the right direction.
And demonstrating that your business genuinely cares
about more than just revenue.

13. If your business is prioritizing people
and planet alongside profit, it's time
to integrate this messaging into your
corporate storyline.

14. To find out how h2h content can
help, contact us.
info@h2hcontent.com