A new generation of climate-conscious diners has emerged. More than ever, these consumers seek brands that share their values and eschew those that don’t.
In this landscape, prioritising sustainability isn’t just the right thing for food and hospitality businesses to do, it’s a key differentiator. Embracing sustainable practices like carbon labelling can help build brand value and increase revenue.
But where’s the evidence for all this? And where should you start if you want to embrace sustainability marketing? We’ve got you. Read on to find out.
Sustainability marketing is a strategic approach that promotes the environmental and social benefits of products and operations. It goes beyond traditional marketing by highlighting practices that minimise environmental impact, conserve resources, and support ethical sourcing.
Every food business is unique, and your sustainability marketing strategy should be tailored accordingly. Simply copying another business’s approach isn’t likely to go down well with diners. That’s because authenticity is critical. To avoid claims of greenwashing – which can cause your sustainable marketing strategies to backfire – you need to be ready to back up your claims with data.
When forming your sustainability marketing strategy, start by asking this question – how is my business committed to the environment? The answer or answers will likely form the basis of your approach. And if you can’t or don’t know how to answer? Well, it’s time to take a broader look at your sustainability credentials.
Becoming more sustainable isn’t just good for the planet – it can also benefit your bottom line! Here are just a few reasons why:
When done right, sustainability marketing elevates food businesses’ branding by attracting consumers who value ethical and environmentally responsible practices. In addition to getting these consumers through the door, it can also help build long-term loyalty by educating and inspiring diners to keep them coming back.
We’re already seeing many brands embracing sustainability marketing. But those moving quickly to prioritise this are seeing the most significant benefits, setting themselves apart from the competition in today’s ruthlessly competitive food and hospitality market.
Need more evidence? Check out this Capgemini study, which found that among consumers:
Businesses are seeing similar benefits. The same study found that 77% say sustainability marketing has improved their relationship with customers, and 63% say it has also increased revenues.
According to GFI Europe, the market for plant-based products and meals is skyrocketing. Sales of plant-based foods grew by 21% between 2020 and 2022, reaching a record of €5.8 billion in market value. Meanwhile, conventional wisdom in the hospitality industry dictates that plant-based meals typically have the largest profit margins. By implementing a carbon labelling tool as part of a broader sustainability marketing strategy, businesses can drive consumers towards revenue-optimised, plant-based dishes.
Does it work? Yes – according to our research. Working with Accor, Klimato surveyed 1000 diners, and 43% agreed that carbon labelling drove them to choose a less carbon-intensive meal. We conducted a similar study for the electric ferry operator ForSea by partnering with Brandenburg University. This experiment tested food sales for one week without carbon labels versus one week with the labels. The results were clear. Customers responded positively to carbon labels, which led to an increase in total sales, particularly those of low-impact meals.
Cost savings, revenue growth – it’s a win-win!
Today’s workforce, particularly younger generations, is increasingly driven by purpose and impact. By showcasing their commitment to sustainability, food businesses can attract employees who are passionate about working for companies that align with their values and contribute to a better future.
Moreover, staff retention continues to be a struggle for food and hospitality businesses. Sustainability initiatives provide a common purpose that unites employees and fosters a sense of pride in their work. Since these employees feel connected to their company's mission and values, they’re more likely to be engaged and stay longer.
We’ve covered how to attract climate-conscious diners and boost your bottom line through sustainability marketing. But how should food and hospitality businesses put this into practice?
Here are a few sustainable marketing strategies you might want to consider:
Sometimes, getting started is the hardest part. This is where Klimato comes in.
Our powerful food sustainability solution helps food and hospitality businesses demonstrate their commitment to sustainability. Through our cutting-edge, science-backed solution, you can easily measure, track, and reduce your environmental footprint. And our public-facing carbon labelling feature is the perfect way to kickstart your sustainability marketing journey.
From onboarding to day-to-day use, we’ve removed complexity without sacrificing precision, keeping things simple and effective for your team. But don’t take our word for it. Here’s what some of our customers are saying:
UNLOCK YOUR SUPERPOWER
Kickstart your sustainability marketing journey and make informed decisions that benefit your customers, your bottom line and the planet.