When it comes to marketing, trends come and go – and in health & wellness, a lot of these trends are linked to very pivotal movements. Today we explore the way sustainability has been marketed by some key brands in the industry.
Right now health & wellness brands are embracing their sustainable side in very creative ways. Fast Company recently reported companies like beauty brand ‘Kevin Murphy’ are taking the pledge one step forward by creating full-recycled packaging, in this case straight from the ocean.
Kevin Murphy is far from the first company to integrate ocean plastics into its packaging: Around 25% of the plastic that goes into the trays that hold Dell computers in place, for instance, now comes from the ocean (Fast Company) and Adidas has developed a line of shoes made from threads spun out of reclaimed plastic waste.
But Kevin Murphy is rare for going all-in: “Most other companies incorporate ocean plastic as a fraction of what they use, but we wanted to make a 100% switch,” Murphy says to Fast Company (Fast Company).
- Instagram: the rise of beautiful images with sustainable products, as well as encouraging their audience to play with the idea themselves and recreate something gorgeous.
- User-generated content: sustainable brands are all about changing habits as virally as possible, so re-sharing and re-purposing content as much as possible – by using their photos spotlighting a particular product.
- How-tos and tutorials: brands are becoming more and more ingenious when it comes to ways to re-use packaging or empty products (nut butter jars, salad jars and much more). More and more brands are partnering with creators and YouTubers for this.
- Smart Partnerships: From Enterprise (yes, Rent a Car!) handing foldable reusable cups to independent cafes branding their own , launching your own reusable cup or bottle with a white-label solution may be the way to go for more effective promotion.
How Brands Market Sustainability right
Recycling uses discarded consumer materials, largely paper, metal, glass, and plastic packaging and breaks them down before repurposing the composites to create new products that are often of a lesser quality to the original material use.
Upcycling, on the other hand, does not break down the materials but alternatively refashion them, using the same materials at the start of the process to make the new products.
A great example of marketing upcycling was carried on by Lemonaid earlier this year, with its upcycling campaign focusing on amazing images and social content as well as video content in partnership with Ghostblasters.
Another great example of marketing campaign was carried out by Seed Phytonutrients to launch its brand AND revolutionary shower-friendly paper bottles (made of 100% post-consumer recycled paper with a post-consumer recycled plastic liner), which partnered with famous website Well+Good with their handy tutorial.
When it comes to user-generated content, KeepaCup Instagram account is certainly at the forefront of this by heavily featuring their user’s cups on their feed.
Other brands, like Percol Coffee, are taking their pledge one step further.
Percol is currently on a mission against single use coffee cups: “7 million coffee cups go to UK landfills each day and we don’t think the 25p tax on cups isn’t fair on us coffee lovers. “
Percol created a petition to make coffee cups recyclable is a simple but sensible solution: simply signing & sharing it on Facebook could stop 2.5 billion cups going to UK landfills each year. Find out more here.
Follow Percol’s mission is to become plastic free by 2022.