B2B Marketing: What We Can Do To Help Save The Planet

As B2B marketing leaders, we have a lot riding on our shoulders: Listening to customer needs, accelerating business growth, driving product innovation and, now, driving social and environmental awareness. In the wake of 2020, one of the most disruptive social and environmental years in our recent history, we know it’s not just about growing revenue; it’s about growing our businesses responsibly.

Recently, to my surprise, I received a heavy 2x3x2 foot box at my doorstep as part of a direct mail marketing campaign. As I opened the box and pulled out layers of plastic and bubble wrap, I wasn’t just thinking about the gift, I was thinking about the cost to the environment. I unveiled my gift to find a six-pack of beer with an accompanying 10-page analyst report. Not being a beer drinker, I laughed at first. Then I started thinking, what is the role of marketing when it comes to helping save the planet?

Let’s start with some statistics. Did you know that only about 32% of America recycles, down from 34.7% in 2015? Or that Americans can generate as much as 1,800 pounds of landfill per person per year? With a population of more than 331 million, just think about that number for a minute.

Over two-thirds of U.S. consumers say it’s important for companies to reduce their impact on the environment, with the percentage jumping to 83% for Millennials ages 21 to 34. With 44% of Millennials acting as the primary decision-makers in today’s buying economy, it’s crucial for marketing teams to demonstrate alignment on these issues. In fact, 83% of Millennials want companies to align with their values, which should speak volumes to marketing leaders.

We have hit a tipping point when it comes to the environment. And yet, we are still not acting fast enough. Marketers play a key role in making sure the right decisions are made for their company. So, as marketing leaders in the richest economy in the world, here are a few small ways we can help save the planet:

1. Eliminate the plastic swag and limited-use accessories. 

2020 was a wash for in-person events, but as cities continue to fully reopen and people start to become more comfortable traveling and gathering, in-person events and conferences are coming back.

According to Northstar Meeting Group data from May, 82% of planners surveyed expect to hold live events this year. Much has changed this past year, and it’s time for marketers to rethink their swag strategy at these events. Cheap branded tote bags, t-shirts and pens are generally ineffective, overused ways to increase brand awareness, as they tend to not be used after the event and eventually end up in the trash.

It’s time for marketers to transform their strategy at conferences. Studies have shown that more and more people value experiences over things, so why not offer a unique experience that will result in a positive association for your brand? Consider hiring a photographer to take attendees’ headshots at the conference, hiring massage therapists to give free chairs massages or even giving away coupons to support a local restaurant in the area (that has undoubtedly struggled this past year).

Another idea is to have a spinning wheel at your booth with a number of prizes that involve experiences (or if you’re branding something, consider high-end chocolate or coffee). I promise more people will be at your booth than the one next door that’s offering branded t-shirts and pens.

2. Choose alternatives to shipping cardboard boxes and plastic wrap. 

As climate change and the impacts of consumer behavior sink in, people are paying attention to what companies are doing to reduce their environmental footprint. That starts with the marketing team’s decisions.

Five years ago, a six-pack of beer might have been positively received, but nowadays, even if the recipient likes beer, they may not see past the plastic and the cost of sending something through the mail that they could have purchased at the grocery store three blocks away. Next time, consider sending them a redeemable coupon for that six-pack instead. You could even think beyond the alcohol and offer gift cards, non-profit donations in their name, food donations, tree plantings or a handwritten note.

3. Guide recipients on how to dispose of shipping materials. 

The language you use to communicate how to recycle is critical and has come a long way over the past two decades. According to recent data, “organic” was used in less than 2% of all mail from 2000 to 2004, but is now used in nearly 38% of all mail pieces. “Sustainable” went from 1.64% in the early 2000s to over 36% between 2017 and 2021. And “please recycle” grew the most, from 0.31% between 2000 and 2004 to nearly 60% today.

If you are set on sending out direct mail, make sure you guide your recipients on the best way to dispose of the packaging. And remember, just over one-third of America is recycling today, so this should be the last resort. It’s better for the environment to eliminate the shipping costs in the first place.

We can help save the planet.

When thinking about your marketing campaigns, especially direct mail and events, ask yourself: How can I accomplish my goals in the most environmentally responsible way? Then, take real action. A famous Chinese proverb says, “The best time to plant a tree was 20 years ago. The second best time is now.” In the same vein, there’s no better time than right now for marketing leaders to show up for their company, consumers and the environment.