Sustainable Marketing Tips for Small Business

The push towards marketing that reflects social values means small business branding is changing fast.

Now, even solo entrepreneurs must keep up with real-time events on social media.

But, there's a challenge: the digital space is crowded, and people are wary about who to trust.

Don't worry; it's more manageable than it sounds.

To really stand out, your brand needs to embrace sustainable marketing.

What Is Sustainable Marketing?

Sustainable marketing is how you show what matters to you while still making a profit.

The secret sauce? A blend of strategy, creativity, tech, teamwork, and a deep dive into understanding climate change.

You can then pinpoint complex issues, big and small, and offer unique solutions and additional value that reflect your business.

Some folks think sustainable marketing is just about selling eco-friendly products. But it's much more.

As Charlie Thompson from CISL puts it, sustainable marketing is not just about changing what we sell but how we think and act.

Sustainable marketing means guiding businesses, brands, and everyone else towards a future where we're mindful of our impact and act responsibly for the long-term good of the planet.

What does this look like in practice? Let's talk about the 'Camera Offset Project.'

The Camera Offset Project: Explained

The Camera Offset Project was created by McKinney, a brand experience agency.

With over 50 years and multiple awards, including one of AdAge's best places to work in 2024, McKinney is recognised as one of the best in the business.

During the Covid-19 lockdowns, they became increasingly aware of the environmental load of our digital world.

Maggie Boulton, a social strategist at McKinney, explained how the team used MIT, Purdue, and Yale studies to figure out that ditching video during calls could reduce energy use and 'Zoom Fatigue' in Little Black Book.

She said, "Although we originally brainstormed Zoom plug-ins and complex apps that tracked camera use, in the end, the best solution was a simple, lo-fi one: give people graphics to replace the standard profile picture that shows up when the camera is off."

Turn Off Your Camera to Save the World

McKinney made a website and designed Zoom backgrounds to spread the word. It's an easy step that makes a big difference, creating a unique space for people to connect over shared values.

The visuals aren't just pretty; they challenge the norm, educate, and build a community around a cause.

In 2022, this project was up for a Webby Award. And with no budget for ads, it still drew in over 20,000 visitors from 100 countries, with 1500+ graphics downloads.

Want to create the building blocks for a sustainable marketing campaign that you can call your own?

Let's look deeper at the 'Camera Offset Project' to inspire you to go do.

Building from the Roots

Real talk: sustainable marketing isn't just a fancy term. It's about your brand's core values showing up in everything you do.

With McKinney, owned by Cheil Worldwide and Samsung Group; they're not just talking the talk. They're walking the walk.

Cheil Worldwide's pledge to environmental advocacy ensures that all its subsidiaries, including McKinney, operate within a framework where sustainability is not optional but a core operational ethos.

Climate Science Matters

The Camera Offset Project's foundation is solid and rooted in actual data about the environmental impact of digital consumption.

This isn't guesswork; it's about understanding the cost of our online habits and offering a straightforward solution that anyone can adopt.

Daily video calls have changed how we work for the better, but they come with a hidden cost.

Our digital habits use more energy than we realise, contributing to a growing digital carbon footprint.

A study in 2021 showed a 40% spike in internet use early in the pandemic, demanding massive amounts of extra electricity and significantly increasing the internet's carbon, water, and land footprints.

Using this research, McKinney realised turning off your camera has the potential to cut emissions by 95%.

Beyond Marketing

Climate change is everyone's business. McKinney's approach isn't just about changing how we market; it's about inspiring a shift towards more sustainable habits across the board. 

Based on campaign analysis, the 'Camera Offset Project' has saved the equivalent of around 66,185 car trips.

McKinney's identification of the impact of video streaming on the planet demonstrates their understanding of the multifaceted nature of environmental challenges, recognising both the direct and indirect effects of our digital habits on the earth.