Marketers Making the World a Better Place
A marketing company might not be the first thing that comes to mind when you think about sustainability, but Young Marketing Consulting is in the business of changing perception. Since its founding in 2013, the YMC team has made a mission of supporting non-profits, startups, and cause-driven organizations working to make the world a better place.
“The most important thing in business, and a brand, is purpose,” says Tim Young, YMC’s founder. “That’s why organizations like SGP are so important. If we’re not actively making the world a better place through our daily actions, what are we really doing?”
This focus on supporting change-driven marketers with vision and execution has meant working with green business incubators, universities, and like-minded organizations to help world-changing ideas take root and thrive. And the movement isn’t unique to YMC.
Proof that Sustainability Drives Business Results
Nielsen research found that 55 percent of online consumers are willing to pay more for products from companies committed to positive social and economic impact. Accenture found that 62 percent of customers want brands to take a stand on issues like sustainability. And McKinsey found that companies focused on improving sustainability and ESG metrics significantly outperform competitors in total shareholder return.
All of this means that customers and markets want to hear from organizations that have a positive message and deliver on that promise. Because they also want to see results.
“One of the critical components of your value proposition is going to be trust,” says Young. “Your market is desperate for some good news. And there’s no better way to deliver than by focusing on sustainability.”
Building Sustainable Brands that Compete, and Win
YMC has built brands and led campaigns for everyone from the scrappiest startups to the Fortune 500. That experience has shown them how to craft and execute cause-driven messages.
“A business that wants to make a true sustainable impact is going to face some headwinds,” says Young. “It might be higher costs, it might be a smaller market. There’s an art to competing in that environment, and that’s where we shine.”
The team at YMC will release a book on how sustainable businesses can compete and win in difficult markets. “Why Good is Hard” identifies a number of challenges sustainable businesses face, including:
- “Sustainability” is rarely the most salient purchase driver
- Existing market solutions resist change
- Sustainability often costs more
- The competitive playing field is not level for sustainable businesses
To resolve these issues, YMC’s process focuses on breakthrough messaging strategies that have been proven to influence change. These include:
- Creating value propositions that focus on one of the five major purchase drivers (cost, convenience, attractiveness, performance and quality)
- Building emotional messaging that can break through the crowded media environment
- Constantly motivating and rewarding your audience
- Understanding the power maps involved in driving your change at scale
Join a Sustainability Marketing Movement
YMC is proud to support SGP’s certified facilities by promoting the good work they do to improve the environment and leave a better legacy for future generations. If you’re interested in learning more or working with YMC, please visit youngmarketingconsulting.com or reach out at contact@youngmarketingconsulting.com.