Aligning marketing strategy with the Sustainable Development Goals (SDGs)
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In recent years, the Sustainable Development Goals (SDGs) have gained significant attention as a framework for addressing pressing global challenges and achieving a sustainable future for all.
As businesses recognise the importance of aligning their operations with the SDGs, marketing strategies have also started to integrate these goals to enhance brand reputation, increase market share, and drive positive impact. SDGs are also becoming a common theme in sustainability reports.
This article explores the role of the SDGs in ESG communications and sustainable marketing, highlights relevant industries for each goal (with company examples) and provides a practical action plan for businesses that are just getting started.
What are SDGs?
The SDGs are a collection of 17 goals established by the United Nations to address global issues such as poverty, hunger, health, education, gender equality, climate change, and more. They provide a blueprint for governments, businesses, and individuals to work towards a more sustainable and equitable world by 2030. The goals are interconnected and cover a wide range of social, economic, and environmental issues, encouraging collaborative efforts across sectors to achieve meaningful progress.
How do SDGs help ESG communications and sustainable marketing?
Integrating the SDGs into ESG communications and sustainable marketing can yield numerous benefits for companies.
Research by PwC indicates that 78% of citizens are more likely to buy from companies that have committed to the SDGs agenda.
Consumers today, particularly Millenials and Gen Z, prioritise ethical and sustainable practices when making purchasing decisions. By aligning marketing efforts with the SDGs, companies can enhance their reputation, attract new customers, and foster loyalty among existing ones.
According to the Global Reporting Initiative (GRI), a majority of companies have already started aligning with the SDGs.
However, there is still room for improvement in assessing progress and demonstrating tangible results. By effectively communicating their efforts to achieve specific SDGs, companies can differentiate themselves in the market and establish a stronger connection with consumers who share similar values.
Examples of SDG alignment in various industries
Let's explore examples of companies from different industries that have chosen specific SDGs relevant to their sector and have taken noteworthy actions, leading to positive outcomes for their brand, reputation, sales, and market share.
SDG 1. No poverty
SDG 1 aims to eradicate poverty and is directly relevant to poverty-fighting start-ups and international NGOs as well as to the financial services industry.
Example: As a financial services company, Visa recognises the importance of financial inclusion in reducing poverty. Through various initiatives, Visa has expanded access to financial services, particularly for underserved communities. They collaborate with governments, NGOs, and financial institutions to promote digital payments, empower micro-businesses, and provide financial education. By addressing SDG 1, Visa enhances its brand as a socially responsible organisation and fosters economic empowerment.
SDG 2. Zero hunger
SDG 2 focuses on eliminating hunger and is directly relevant to the food and beverage industry.
Example: General Mills, a leading food company, focuses on sustainable agriculture and food security. They work closely with farmers, suppliers, and NGOs to enhance agricultural practices, reduce food waste, and improve nutrition. By championing SDG 2, General Mills strengthens its reputation as a company committed to food sustainability and helps address the global challenge of hunger.
SDG 3. Good health and well-being
SDG 3 aims to promote good health and well-being and is directly relevant to companies in the healthcare, medical technology, and pharmaceutical industries.
Example: Kaiser Permanente, a healthcare provider, prioritises preventive care and community health. They invest in programs promoting healthy lifestyles, disease prevention, and access to quality healthcare for underserved populations. By aligning with SDG 3, Kaiser Permanente demonstrates its commitment to improving public health, which positively impacts its brand image and the well-being of communities it serves.
SDG 4. Quality education
SDG 4 emphasises quality education and is directly relevant to educational institutions, scholarship providers, banks offering education loans, and media houses. Other industries are also embracing SDG 4 – such as Lego.
Example: Lego, renowned for its toy bricks, emphasises the importance of early childhood education and creativity. They have developed programs and partnerships that promote playful learning and STEAM (Science, Technology, Engineering, Arts, and Mathematics) education. By supporting SDG 4, Lego establishes itself as an advocate for quality education, strengthening its brand affinity among parents and educators.
SDG 5. Gender equality
SDG 5 focuses on achieving gender equality and is relevant to industries that employ a significant number of women workers, such as the garment industry, nursing, and healthcare.
Example: Participant Media, a media company, champions gender equality through the production of films and documentaries that shed light on women's rights and empowerment. By telling impactful stories and fostering dialogue, they strive to challenge societal norms and promote gender equality. Through their alignment with SDG 5, Participant Media enhances its reputation as a purpose-driven media organisation.
SDG 6. Clean water and sanitation
SDG 6 addresses clean water and sanitation and is relevant to water companies, plumbing services, and industries that rely on water, such as food and clothing manufacturing.
Example: Kimberly-Clark, a consumer goods company, is committed to water stewardship and sustainable sanitation practices. They have implemented water conservation measures in their operations and partnered with organisations to improve access to clean water and sanitation facilities. By addressing SDG 6, Kimberly-Clark strengthens its sustainability credentials and appeals to environmentally conscious consumers.
SDG 7. Affordable and clean energy
SDG 7 promotes affordable and clean energy and is relevant to energy companies, including fuel, oil, and gas, as well as companies offering renewable energy solutions.
Example: Cummins, a global leader in power solutions, focuses on providing affordable and clean energy alternatives. They develop and manufacture efficient engines and energy systems while actively investing in renewable energy technologies. By aligning with SDG 7, Cummins positions itself as a responsible energy provider and contributes to the transition to a low-carbon economy.
SDG 8. Decent work and economic growth
SDG 8 focuses on decent work and economic growth and is relevant to companies of all sizes and sectors, as well as trade organisations and labour unions, as they contribute to job creation, skills development, and inclusive economic growth.
Example: Microsoft's YouthSpark initiative aims to empower youth through digital skills development and job creation. By equipping young people with the necessary tools and opportunities, Microsoft promotes economic growth and social inclusion. Through their commitment to SDG 8, Microsoft enhances its reputation as a company actively addressing the global challenge of youth unemployment.
SDG 9. Industry innovation and infrastructure
SDG 9 emphasises industry innovation and infrastructure development and is directly relevant to companies in the automobile, shipping, space technology, and infrastructure sectors.
Example: Both Huawei and Qualcomm, leading technology companies, contribute to SDG 9 by driving innovation and expanding infrastructure in the telecommunications sector. Huawei focuses on developing affordable and reliable connectivity solutions, while Qualcomm pioneers advancements in wireless technologies. Their contributions to SDG 9 strengthen their market position as industry innovators.
SDG 10. Reduced inequalities
SDG 10 aims to reduce inequalities and is directly relevant to financial institutions, banks, and credit agencies.
Example: Citi, a global banking and financial services company, is committed to reducing inequalities through various initiatives. They promote financial inclusion, support minority-owned businesses, and implement diversity and inclusion programs within their organisation. By aligning with SDG 10, Citi enhances its reputation as an inclusive and socially responsible institution.
SDG 11. Sustainable cities and communities
SDG 11 focuses on sustainable cities and communities and is relevant to urban planning companies, architecture firms, and local businesses that supply essential items to communities.
Example: Hilton Hotels focuses on sustainable hospitality practices, including energy efficiency, waste reduction, and community engagement. Siemens, a technology company, contributes to sustainable urban development through innovative solutions for transportation, energy, and infrastructure. By addressing SDG 11, both Hilton Hotels and Siemens showcase their commitment to creating sustainable cities and communities.
SDG 12. Responsible production and consumption
SDG 12 emphasises responsible production and consumption and is relevant to manufacturing companies, the tourism sector, and customers of private companies.
Example: Nike, a global sportswear company, emphasises responsible production and consumption by integrating sustainability into their supply chain. They prioritise materials innovation, reduce waste, and promote circular economy principles. By aligning with SDG 12, Nike enhances its brand reputation among environmentally conscious consumers and drives demand for sustainable products.
SDG 13. Climate action
SDG 13 addresses climate action and is directly relevant to companies with environmental impacts, such as farming enterprises, energy companies, and transportation companies.
Example: JetBlue, an airline company, takes significant steps to reduce its environmental impact and combat climate change. They invest in fuel-efficient aircraft, carbon offset programs, and renewable energy projects. By addressing SDG 13, JetBlue demonstrates its commitment to climate action, appealing to environmentally conscious travellers and positively impacting its brand perception.
SDG 14. Life below water
SDG 14 focuses on life below water and is relevant to the fishing industry, tourism and recreational companies, and transportation companies that utilise waterways.
Example: Discovery Channel, a media and entertainment company, raises awareness about ocean conservation and marine biodiversity through documentaries and educational programs. By promoting understanding and appreciation of life below water (SDG 14), Discovery Channel reinforces its brand as a supporter of environmental conservation.
SDG 15. Life on land
SDG 15 emphasises the protection of life on land and is relevant to the forest and timber industry, animal farm companies, and animal welfare organisations.
Example: The North Face, an outdoor apparel company, focuses on protecting and preserving natural landscapes. They promote responsible outdoor practices, support conservation initiatives, and engage in sustainable sourcing. By aligning with SDG 15, The North Face strengthens its brand as a champion of environmental stewardship.
SDG 16. Peace and justice, strong institutions
SDG 16 aims for peace, justice, and strong institutions and benefits all companies. Private law firms and legal advisory consultancies are directly relevant to this goal by promoting access to justice and supporting strong legal frameworks. But there are also other not so obviously related market players adopting SDG 16 – such as Airbnb.
Example: Airbnb contributes to SDG 16 by fostering cultural exchange, understanding, and promoting inclusive communities through its home-sharing platform. By facilitating connections between people from different backgrounds and cultures, Airbnb promotes peace, diversity, and social cohesion.
SDG 17. Partnering for the goals
SDG 17 emphasises partnerships to achieve the goals and is relevant to all companies.
Example: TripAdvisor, a travel and tourism platform, collaborates with GlobalGiving, a non-profit organisation, to support local communities and sustainable tourism initiatives worldwide. Through their partnership, they foster community development, preserve cultural heritage, and promote responsible travel. By aligning with SDG 17, TripAdvisor demonstrates its commitment to collective action and partnerships for sustainable development.
Regional context
While assessing which SDGs are the most relevant to your industry, you can further narrow down the relevance by adding regional context.
According to the SDG Insights Report by B Lab Global, there are notable differences in priority areas among regions:
In North and Latin America, over 3 in 5 organisations prioritise SDG 8: Decent Work and Economic Growth.
SDG 17: Partnership for the Goals is commonly emphasised in both ASPAC (Asia-Pacific) and North America.
In EMEA (Europe, the Middle East, and Africa) and ASPAC, companies prioritise SDG 13: Climate Action, with less than half of the organisations considering it a top priority.
Latin America exhibits a strong focus on SDG 5: Gender Equality, emphasising the importance of promoting gender equity and empowering women in the region.
Integrating SDGs into a company's marketing strategy
Here are the steps how to effectively integrate SDGs into a company's marketing strategy:
Identify relevant SDGs: Assess the company's core values, industry, and impact areas to determine which SDGs align most closely with its operations and stakeholders.
Set specific goals: Define measurable targets and indicators aligned with the chosen SDGs to track progress and demonstrate impact.
Internal alignment: Ensure internal departments and teams are aligned with the SDGs and actively contribute to the company's sustainability efforts.
Communicate the alignment: Develop a compelling narrative that clearly communicates the company's commitment to specific SDGs and the actions being taken to achieve them.
Engage stakeholders: Involve employees, customers, suppliers, and partners in sustainability initiatives and communicate the shared responsibility for achieving the SDGs.
Measurement and reporting: Implement robust measurement systems to track progress, collect relevant data, and report transparently on the company's SDG-related efforts.
Partnerships and collaborations: Seek opportunities to collaborate with other organisations, NGOs, and governments to maximise impact and contribute to collective action for the SDGs.
Continuous improvement: Regularly review and evaluate the effectiveness of SDG integration in marketing strategies, adapt initiatives based on learnings, and strive for continuous improvement.
Filling in the knowledge gaps with the SDG Academy
If you are just getting started, I suggest taking free courses at the SDG Academy.
These online courses provide an overview of the United Nations Sustainable Development Goals and explore strategies for achieving them. By using this platform, you can learn more about each SDG, their interconnectedness, and the role of different sectors in driving sustainable development. The courses cover topics such as sustainable agriculture, renewable energy, gender equality, and responsible consumption.
Tracking progress with the SDG Action Manager by B Lab
Consider using the SDG Action Manager for your company, as it offers valuable benefits. This tool provides a baseline module to help you determine your company's current impact and establish goals for improvement. By utilising the multi-user function, you can collaborate effectively with colleagues across your organisation, facilitating collective efforts towards creating a better world for people and the planet.
It's worth noting that the SDG Action Manager is not limited to B Corporations; it is designed to assist any business in setting goals, tracking progress, and maintaining motivation and organisation for actions aligned with the SDGs. This unique impact management solution ensures that every company can make a positive contribution to the Sustainable Development Goals.
This impact management tool is free, confidential, and endorsed by the UN Global Compact.
Supporting the commitment by joining the UN Global Compact
Joining the UN Global Compact provides companies with a platform to demonstrate their commitment to responsible business practices and the SDGs. To apply for membership, companies can visit the UN Global Compact website and follow the application process.
The criteria typically involve committing to the UN Global Compact's Ten Principles, which encompass areas such as human rights, labour, environment, and anti-corruption. Companies are also encouraged to submit a letter of commitment outlining their sustainability goals and initiatives.
Can I use SDGs icons in my marketing communications?
Non-UN entities are allowed to use the SDG logo without the UN emblem and Sustainable Development Goals icons as per official guidelines.
The key considerations are:
You are allowed to use SDG logos without a prior written permission “for uses that are primarily illustrative, such as in presentations, internal newsletters, non-financial or annual reports and other corporate materials to communicate organisation’s SDG-related activities and support for the SDGs”. (UN Guidelines)
On the other hand, the below instances require obtaining a prior written consent:
· fundraising and commercial activities
· print or digital books, magazines, reports or other types of written materials
· paid events materials
Finally, the UN strictly prohibits using SDGs logos in any manner which implies UN endorsement of your company’s products, services or activities (such as advertising) or for the purpose of self-promotion or obtaining a personal gain.
In short, before spreading your communications across various marketing channels, it is crucial to identify the purpose of the use and whether any required permission has to be obtained.
Conclusion
Aligning marketing strategies with the SDGs not only contributes to a sustainable future but also brings tangible benefits to companies. By incorporating specific SDGs relevant to their industry and region, companies can enhance their brand reputation, drive sales, and differentiate themselves in the market. I am convinced that every sustainable business should consider adopting the SDGs, take concrete action, and communicate their efforts to inspire change and create a positive impact.
