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Sustainability is now a driving force for brands everywhere.
There is no denying the opportunity presented by sustainable practices.
However successful ESG practices are often difficult for B2B brands to implement.
Ambitious targets and good intentions, confronted with organizational and cross value-chain supply barriers, result in missed commitments.
Customerswant to see evidence of change, and not just hear empty promises.
In reality, business and ecological goals are not mutually exclusive.
Marketing with purpose can bring significant benefits to profitability as well as the planet.
That being said, its human nature and good business to want to see evidence.
When customers, investors andemployeessee positive pay-off, motivation for change becomes far easier.
Then, sustainability becomes an intrinsic part of every planning conversation, not tagged on as an afterthought.
Sharon Curr is Brand Experience Strategy Director at Merkle B2B.
But what we are seeing now is widespread adoption of this attitude across generations.
B2B buyers are closer to consumers in attitude, where decisions are highly impacted by personal values and ethics.
Leaders can look to technologies such asAI, next-best action tools, and integrated experience clouds for insight.
One misstep and a buyers faith in a brand could be lost forever.
In 34% of decision journeys, the incumbent lost out in 2023 versus only 29% in 2022.
Even leading brands cannot rest on their laurels.
They need to be honest about areas for improvement and draw up ESG plans that are transparent and scalable.
Thats especially true given the number one most important factor influencing brand success this year.
B2B buyers are placing the most importance on being made to feel safe when signing a contract.
Feeling safe is an outcome and is achieved as the result of actions and behaviors.
So, lack of visible strategies when it comes to sustainability could send a buyer elsewhere.
When businesses are empowered with meaningful insights, they gain a forensic understanding of what buyers are looking for.
But this will only be successful if sustainable practices are adopted with authentic desire for change.
When businesses empower themselves with knowledge, their ability to meet and even surpass buyer needs becomes limitless.
Resulting in long-standing and profitable buyer relationships.
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