60% of consumers prefer to buy from businesses that help the environment and reduce plastic waste, while 50% are more likely to support companies that back charitable causes and important social issues. For automotive brands, adopting eco-friendly marketing strategies can be an effective way to improve brand image and develop a competitive edge. Considering only 1 in 3 potential car buyers already know the exact vehicle they want to purchase, targeting customers with the right eco-focused ads can win minds and hearts and boost sales in an increasingly eco-conscious consumer market.
Cause-related marketing
Cause-related marketing (CrM) is a marketing strategy that allows a business to support a social cause by donating profits or products while marketing their product and increasing sales. It’s an effective way for your auto business to improve customer perception of your brand. In fact, 81% of customers expect businesses to earn their trust while 66% say businesses should take a clear position on political and social issues. For example, Ford, GM, and Tesla recently started producing and donating ventilators to hospitals in need . At a time when ventilators are in high demand, such a strategic move helps these car brands increase their value and show the public they care about humanity over quick profits. Moreover, Krombacher’s famous campaign is another strong example of CrM: they partnered with the World Wildlife Fund to protect one square meter of rainforest in exchange for every crate of Krombacher sold.
Prioritizing transparency and responsibility
Green marketing should prioritize transparency and responsibility. For example, by showing that your products meet and exceed legal requirements, you can better build trust with customers. Additionally, you can also disclose eco-friendly suppliers along with the source of and methods for obtaining raw materials used in your products. Eco-friendly tires, for instance, involve replacing rubber with plant-based materials and synthetic, non-plastic-based blends. Microplastics are a huge polluter worldwide and, as such, eco-friendly are a must for any brand looking to be green and environmentally focused. By prioritizing transparency and responsibility in your marketing strategy, you can better build customer confidence in your brand and products.
Try unbranded campaigns
Launching an unbranded marketing campaign may be a worthwhile move for your auto business. Unbranded campaigns work by promoting a social or environmental issue that initially appears to be unrelated to your company. For example, Patagonia, the outdoor clothing brand, recently launched its Worn Wear program, which promotes the repair of damaged clothing and reselling of old clothing. Such a selfless move at first appears as if it could even damage sales, however, it ultimately works to prove the company’s authenticity and credibility — therefore ultimately attracting new eco-minded customers and winning the loyalty of long-time customers.
As sustainable values become increasingly important for consumers, it’s essential auto businesses implement eco-friendly messages into their marketing strategies. Prioritizing transparency and responsibility and implementing CrM and unbranded campaigns are key ways to build trust with green-minded consumers and boost sales.
