Be able to ensure your comms are inclusive by using different tools to make sure they are complying with relevant guidelines

What is sustainability in marketing?

https://www.accessibilitychecker.org/

Did it pass?

If not, what did it fail on?

Take a screen shot of the report and add here.

Audio

Colours

Readability

https://colourcontrast.cc/

Don’t know the hex colours? https://imagecolorpicker.com/

Take a screen shot of the report and add here.

b) 1 page listing how you have ensured any claims in those comms are not misleading, and also ensuring that your comms are accessible, e.g. the correct colours have been used etc.

sustainability in marketing is a product of service that positively impacts the environment

Marketing sustainability is how businesses adopt sustainable practices in their marketing strategies. It includes promoting sustainability through communication, fostering brand loyalty with eco-conscious customers, and aligning marketing campaigns with sustainable values.

The key difference is that sustainability in marketing is about integrating sustainability into the product/service, while marketing sustainability is about using sustainable principles in marketing approaches and strategies.

• Marketing sustainability

  Focuses on how a company presents its sustainability efforts to the public. The goal is to improve the company's image and market position. 

• Sustainable marketing

  A broader strategy that aims to reduce negative impacts and increase positive contributions to society. It's about doing business in a way that supports long-term value for people, the planet, and profit

Sustainability in marketing - A product within marketing which impacts the environment in a positive and effective way.

Sustainability marketing is a marketing strategy that promotes products and services that are environmentally or socially conscious. It also incorporates sustainability into a company's brand values and practices.

Sustainability in marketing involves incorporating sustainable practices into all aspects of marketing, such as using recyclable materials.

A clothing brand promoting its new line made from 100% recycled materials.

Example of Sustainability in Marketing:

A business uses biodegradable packaging for products and mentions this in its marketing campaigns to appeal to eco-conscious customers.

• Using sustainable materials

  Businesses can use biodegradable and recycled materials for physical marketing materials, such as paper, and promotional items, such as canvas totes, stainless steel tumblers, and cotton beach towels. 

• Charitable giving

  Businesses can donate profits to sustainable causes or create campaigns around issues that resonate with customers. This can help businesses gain visibility and strengthen their image.

Sustainability in Marketing examples:

• Reusable packaging

  Businesses can encourage customers to reuse packaging by returning it, which helps reduce waste and improve sustainability. 

• Transparency

  Businesses can show their commitment to sustainability by being clear about the materials used in their products and how they are made.

Sustainability in marketing - A company using recycled and re usable packaging and materials

Patagonia have pledged 15 of sales to the preservation and restoration of the natural environment since 1985. In 2022, that means a total of $140 million so far. They have also set an aim to be completely carbon neutral by 2025.

sustainable Marketing :

Household cleaning products supplier, Smol, offers cleaning spray tablets that dissolve in water and can be used with refillable spray bottles to eliminate single-use plastics.

• Patagonia

• Connect With Environmental Action Groups - Patagonia Action Works

Marketing Sustainability

Dr Pepper

• Bottle is fully recyclable

ethical sourcing- ensures that the materials used by a business are sourced from suppliers that follow ethical and sustainable business practices. an example of this is suppliers provide fair wages and working conditions for employees, not employ child labor practices, use environmentally friendly production methods where possible, and do not source materials from environmentally sensitive areas.

promoting clothing that come from recycled materials- showing eco friendly initiatives

climate change

poverty

plastic pollution

deforestation

Waste Management

Air Pollution

Deforestation

Water Scarcity - lack of fresh water sources

Volkswagon - They lied about their test results on pollution tests and modifying engine software

Volkswagen is a classic example of greenwashing, as they admitted to cheating on emissions tests.

H&M

H&M was found to be one of the worst offenders in the fast fashion industry, with 96% of their sustainability claims deemed misleading. The company's "Conscious Choice" collection used environmental scorecards that overstated products' environmental soundness

A company that has done this is Starbucks, they introduced a straw-less lid as part of its sustainability plan, but this lid actually contained more plastic that the old and straw and lid. (I worked here during this period and it was such a pointless thing)

Example: H&M faced accusations of greenwashing in 2019 with its "Conscious Collection". This clothing line was marketed with terms like "sustainable fashion innovation" yet lacked sufficient evidence or transparency to justify these claims.

Nike - Move to Zero Campaign

Exaggerated Claims - aimed at achieving zero carbon emissions and waste instantly.

• state the specific material and packaging

• is it 100% recycled?

  
  

Committed to become plastic free by 2030:

• how? what measures are in place? what are you doing to make this happen?

  
  

factories powered by renewable energy:

• what energy is being used and how often

2) Create and present a clear plan showing year by year progress on how they are going to get this done

3)In depth reports that have been audited by non biased, respected organisations

• Explain what parts of the packaging are made from recycled materials7

• Explain what materials they use

Committed to being plastic free by 2030

• Share road map / action plan of what they intend to do to reach that goal. - Being honest and transparent

Powered by renewable energy

• what percentage of the factory is powered by it

• what energy sources do you use

statement 2 - they would need to make sure all materials used on their packaging are recyclable and there is no element of un recyclable materials within the packaging.

statement 3 - They need to be actively doing things which are helping them become plastic free

statement 4 - what energy is being used and how often are they using

can get a certification from 'sis global services' who have a recycled content certification- the product or service would come with a 'stamp of approval'

products has materials that can be reprocessed and reused such as paper glass metals and certain plastics.

we are committed to becoming plastic free by 2030.

create a clear and concise sustainability plan of what targets you wants to achieve each year to become plastic free

our factories are powered by renewable energy

-can get renewable energy certificates that backs up the companies statement. also be transparent on where their energy is coming from and how much they are using

Clarification needed. Define "sustainable" and explain how the products meet this definition. Provide evidence such as certifications, details about the manufacturing process, materials sourcing, etc.

2nd Statement:

Specify the percentage of recycled content in the packaging. Disclose limitations. State whether the materials are post-consumer or pre-consumer recycled content.

3rd Statement:

Include details about what plastic-free means. Outline a clear measurable roadmap with milestones showing progress towards the goal.

4th Statement:

Specify the percentage of energy sourced renewable and the types. Provide evidence such as renewable energy certificates.

email marketing

digital designs for social media

videos

seo

medium

leaflets (paper usage)

packaging- manufacturing

• email marketing

• printed - leaflets/magazines

• social media - written

• social media - videos

• SEO

• television / radio

PR outreach

Influencer Marketing

Popup Shops / Interactive Brand Experiences

Television & Video Ads

Event Marketing

Social Media / Paid Ads

Email Marketing

Content - blogs, podcasts & long form video

• Data centres

• Programmatic Advertising

Events Marketing:

• Events

• Virtual events

• Digital Billboards

Content Production:

• Video and Photo Shoots

• Media Editing

Print and Physical Media:

• Printed Materials

• Distribution

E-commerce and Direct Mail:

• Packaging

• Logistics

Leaflets / questionaires

Social media videos and posts

SEO

Radio

Television

• Add subtitles/captions

• Provide transcripts

• Audio descriptions

• Player controls

Audio:

• Transcripts

• Quality

• Speed control

Colours:

• High contrast

• Avoid colour-dependent information

• Colour-blind friendly palette

• Customisable themes

Readability:

• Font size and style

• Line spacing

• Plain language

• Assistive technologies

-having audio descriptions

-captions and subtitles

audio

-provide transcripts

-sign language interpreters

-can use vibrations

colours

use high contrast colours

avoid certain colour combinations

use a contrast checker tool

readability

use simple, clear font

line spacing

good font size

Audio - quality and transcripts

Colours -colour blind adaptability, custom colour schemes

Readability - font size, font's, line and space, language

• Captions

• subtitles

• audio description

• high contrast between text and background

Audio:

• transcripts

• high quality audio

• minimal background noise

• sign language

Colour:

• contrast ratio

• avoid red/green blue/yellow combos

• use contrast checkers

Readability:

• simple language

• break up large text blocks

• fonts & size

• 
  

• Add accurate captions and subtitles for the hearing impaired.

• Include audio descriptions for essential visual elements.

• Provide transcripts for all video content.

Audio Accessibility

• Offer transcripts for all audio content.

• Ensure high-quality audio with minimal background noise.

• Include captions for audio in video formats.

Color Accessibility

• Use high contrast ratios (at least 4.5:1 for text).

• Avoid problematic color combinations (e.g., red/green).

• Supplement color with text labels or patterns for clarity.

Readability

• Use clear, simple language and short sentences.

• Break text into manageable sections with headings and bullet points.

• Choose accessible fonts and maintain adequate font size.

• Subtitles

• Descriptive Audio - of the visual elements

• Multi-Language Options via translating / subtitles

• Avoid flashing lights / put trigger warnings so that a viewer can click off.

Audio

• Transcribe

• Subtitles

• Quality

• Play back speed

Colours

• High contrast - ensure colours dont clash

• Use colour - blind friendly palettes

• Use colour checker tools

Readability

• Simple language

• Break up blocks of text

• font size

• Clear typeface selection - nothing overly cursive

• Line spacing

the contrast between the ground and background colour do not meet WCAG

ewi store passed on many things such as buttons being accessible and attributes match their role