Putting together a global sustainability campaign can be a complex business, demonstrated by the fact that even finding the right words to engage B2B audiences on sustainability and inspire them to take action provides an interesting challenge right now.
The very term ‘sustainability’ is at the centre of a long-standing debate. Is this the word we should all be using? Does it mean the same thing to different business sectors in different countries? Might there be more suitable alternatives that haven’t been explored – or overused – yet? There’s so much to consider before you can even get started, it seems.
The challenge of shaping a sustainability marketing strategy becomes even more complex when concepts need to be articulated across different socio-political contexts. More often than not, a direct translation of messaging will risk something getting lost along the way. Equally, imagery that resonates in one place might fall flat in another, while some audiences will react positively to a highly personalised approach and others might find it intrusive. It’s why we always recommend a more careful approach to adapting your B2B marketing strategy across geographies - one that demonstrates cultural understanding as well as linguistic accuracy.
Campaigns can drive change
So, it’s fair to say that planning a global sustainability campaign can raise some complex questions - but talking about your sustainability plans and achievements remains important. It’s not only a way of raising awareness of your good efforts among customers, prospects, potential investors and employees, it’s also a way of raising the bar on sustainability - and encouraging others to do the same.
Why is green messaging so important? See the infographic
So, what are three important things to consider when taking your message around the world?
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Different environmental experiences
Our B2B buyers are always first and foremost human beings, so what strikes a chord with them will vary depending on their individual experiences as well as their professional pain-points. As obvious as it may sound, where they are in the world will play a central role in determining what sustainability issues they will care about most – and that needs to be reflected in the words and images you use, as well as the local or national projects you might choose to get involved with.
It’s important to take the time to get to know what matters to your audience, rather than just assuming that because climate change is a global concern, their experiences are the same as yours. Being up to date with the local news, as well as having an in-depth knowledge of the territory and its characteristics, can help you to prioritise the right issues. Wherever possible, use your teams on the ground to give you the insight you need - or call on an expert partner to adapt your messaging so that it’s as effective as possible across different geographies.
2. Uptake of technology
Another key consideration when planning international sustainability campaigns is the pace of green technology uptake in the countries you would like to target. Whether you call it clean-tech, green-tech, renewable technology or something different altogether, different regions will have different levels of availability and capability, different funding opportunities and different outlooks. Take solar photovoltaics for example: Asia is the fastest growing region in terms of new installations, with 308.5 GW installed in China alone – almost one third of the global capacity. On the other hand, despite a favourable climate, market penetration in Africa is very low due to non-existent subsidies and incentives. If your sustainability campaign focuses on decarbonising the power system, having this data to hand will be crucial for understanding the technology landscape of the region you’re targeting, and to developing a messaging strategy that works.
It’s also important to investigate the reasons for any potential resistance to cleantech uptake. For example, in many rural areas in Italy, there is fierce opposition to repurposing agricultural land to install solar panels. Knowledge of these cultural specificities will allow you to shape the right message and avoid anything that might be considered too controversial.
3. Your channel mix
Once you’ve crafted the perfect messaging strategy and planned how to adapt it to the different audiences in your target countries, but are you sure you’re using the right channels to distribute and amplify it? It’s crucial to evaluate the popularity of different channels and understand if there’s more you could be doing to expand your reach. For example, did you know that in the DACH region Xing is just as popular as LinkedIn for reaching an audience of professional service providers? On the other hand, Sina Weibo is among China’s most popular social media platforms, while most Western social media channels, including Facebook, Twitter, Instagram, Snapchat and YouTube, are blocked in the country.
Considering the popularity of different channels and allocating your resources accordingly is key to developing a truly global sustainability campaign.
Working together to spread the word
Just as effective climate action demands us to come together and collectively rethink our relationship with the environment, an impactful global sustainability campaign requires collaboration, empathy and understanding. It’s time to break down any silos between your teams, deepen your cultural knowledge, raise the bar on accuracy and challenge the status quo. Don’t be afraid to take a look at what your peers and competitors are doing, and call on expert marketing support if you need it.
If you’re struggling to take your message abroad, or want to do more to promote the benefits of your green initiatives to a larger audience, get in touch with our team. Our strategy experts will help you craft global campaigns that pack a punch - and drive real action.
James Montgomery
Adam Leach
