If you think of “sustainable marketing”, what comes to mind? Perhaps it’s images of biodegradable packaging or eco-friendly products lining the shelves.
But in the FMCG industry, sustainable marketing goes much deeper. It’s about entwining eco-conscious practices with every facet of a brand’s strategy, transforming how products are made, marketed and moved.
WHY FOCUS ON SUSTAINABILITY IN FMCG?
In the FMCG industry, the race to stand out is fierce and as more shoppers align their spending with their values, brands that demonstrate responsibility towards the environment and society have been winning.
But it’s not just consumer demand driving this shift. Regulatory pressures are mounting too, with governments worldwide setting stringent sustainability standards in all areas, from reducing plastic waste to lowering carbon footprints.
The benefits of sustainable marketing are enhanced brand loyalty, new market segments and even cost savings from improved efficiencies and waste reduction. That’s why we wanted to take a closer look at one of the brands leading the way in sustainable marketing and share some insights.
DOISY & DAM AND THEIR SUSTAINABLE EFFORTS
We’re thrilled to be working with Doisy & Dam a chocolate company that is anything but average. Sure, they craft delicious chocolate that melts in your mouth but their mission goes far beyond cocoa and sugar.
For Doisy, indulging in chocolate doesn’t come at the expense of the planet. First, there’s their commitment to ethical sourcing, ensuring fair pay for farmers and eco-friendly practices that nurture the land. Deforestation and exploitative labour have no place in Doisy & Dam’s story.
They also take a stand against palm oil, a common ingredient linked to rainforest destruction. Instead, they prioritise natural alternatives, keeping their chocolate pure and their conscience clear.
They’re also constantly seeking ways to minimise their footprint so their delicious treats don’t leave a lasting, negative impact on the environment, especially when it comes to packaging.
They’ve earned the prestigious B Corporation certification and they’re members of 1% For The Planet – a global network of businesses and environmental organisations working together to support people and the planet.
Their dedication goes even further with some important collaborations. Doisy & Dam actively supports worthy causes through a partnership with Borneo Orangutan Survival (BOS) UK Foundation. Their innovative “Really Good Egg” at Easter wasn’t just a delicious creation, it was a way to directly support orangutan conservation efforts.
For us, Doisy & Dam exemplifies how an FMCG company can not only excel in creating a high-quality product but also lead the way in sustainable and ethical practices. Their comprehensive approach to sustainability sets a benchmark for others in the industry.
THE RESULTS
Our first month of content for Doisy & Dam rolled out in March, and for the easter egg month, we saw a dramatic increase in KPIs. Reach increased by 2.6K% on Facebook or that the overall engagement among different social media platforms had increase of 654%, which is impressively higher than previous months.
On top of this, we organised a feature in Fabulous Magazine, as well as generated an additional +178.3% increase in profile visits for the brand through influencer posts during World Wildlife Day.
The feedback we obtained after the event we organised and the results afterwards were appealing for us, Doisy & Dam Co-founder said, “Nifty did a great job, the influencers at the event were really engaged.”
The Takeaway: Sustainable Marketing is a Win-Win
Doisy & Dam prove that sustainability can be a marketing powerhouse. By integrating these practices into their strategies, they’ve not only strengthened their brand reputations but also attracted conscious consumers and contributed to a healthier planet.
What’s your brand story? How do you plan to include sustainable marketing practices within your strategy towards a more sustainable future? By making conscious choices and prioritising responsible practices, you can create a brand that’s not only successful but also inspiring. The time to act is now.
