Sustainable marketing advertises products and services in an environmentally and socially responsible way. It involves rolling out actions to minimize the negative impact of commercial activities while making consumers more aware about the environment.
But what relationship is there between green marketing and language? This post looks at the specific characteristics of translations in your communications.
What is sustainablemarketing?
Green marketing could be defined as a business strategy that strives to meet the needs of the present without compromising the ability of future generations to meet their own needs.
Consequently, it calls onethical principles and values focused on minimizing the negative environmental impact of business activities:
- Fosters the use of renewable materials and resources.
- Promotes responsible production and consumption.
- Cuts down on waste
- Adopts fair trade practices.
In terms of communication, each marketing strategy rolled out entails effectively communicating the eco-friendly values of the brand and its products. It’s the only legitimate way to build consumer awareness and move consumers to action.
Stand-out features of green marketing
These are the specific features that differentiate this type of marketing from others:
- Concern for the environment and sustainability are at its heart.
- Social awareness that goes beyond merely striving to turn a profit, as it seeks to do its bit towards the wellbeing of society and the planet.
- Outreach action to educate consumers about the importance of making responsible and sustainable choices. Provide clear and transparent information on environmental practices while fostering conscious consumption are part of its unwavering objectives.
Advertising translation for green marketing
Language in green advocacy is a key factor. Your advertising campaigns need to be clear, persuasive and convincing, not to mention being able to convey the values and principles of sustainability. So, positive language should be used to highlight the environmental benefits of each offer while avoiding the use of misleading or confusing terms.
Cultivating empathy with the target audience, appealing to their environmental awareness and motivating the adoption of more sustainable practices are at the heart of it. As you know, the words and tone of voice of advertising communication influence the public’s perception and trigger them —or not— to opt for environmentally friendly products or services.
Greenmarketing strategies
There’s no shortage of effective and tactical examples ofgreen marketing. What they have in common is effective and personalized communication, adapted to the needs and preferences of each target audience at all times.
The key is also to choose the right channels — social networks, blogs, environmental events… — depending on each case and circumstances. And, of course, constantly measure and evaluate the results of the strategies rolled out so they can be adjusted in real time to improve their effectiveness.
Importance of advertising translation
Through advertising translation, these messages take on a more international approach. Just as a sustainable marketing agency helps you set priorities and action plans more effectively, using specialist linguists is the key to getting your environmental messages and values across to international audiences.
These specialists must have a solid grasp on environmental concepts and terms in both languages. Therefore, making the right choice is the key to brand coherence and persuasiveness.
It should now be clear that sustainable marketing and quality translations go hand in hand. If you’re looking to roll out these actions in your company or your project, reach out to us: blarlo has the best linguists for your marketing strategy.
