The post-holiday sales frenzy is upon us. In fact, it feels as though the sales messages haven’t stopped since Black Friday inundated our feeds. The relentless tide of sales-driven marketing can be over-bearing as a consumer, but as a business, it can often feel like the only way to stay afloat in such a competitive landscape. The endless cycle of discounts has long been the strategy for many retail brands, but it might be time for merchants to rethink their marketing messages as sustainability is quickly rising as a concern for consumers.
Below, we’ll look at these two approaches to marketing and how brands can strike the right balance between the two.
The overconsumption trap
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How many of those messages have you seen in the past month or so? Tapping into our innate desire as humans to grab a bargain or succumb to the fear of missing out on the best deals, these sales messages are clever tricks to drive us to buy more than we necessarily need. For brands, these marketing messages appear to be easy wins, but how many returns are made following the realisation by consumers these are needless purchases? And are these discounts really a sustainable business model long-term?
The problem with promoting overconsumption is that is can spiral. 30% off is not good enough, up it to 40%. Your competitors are offering free next day delivery, so you do too. Soon, you’re practically giving away your products and your profit margin is drastically reduced. There must be a better way.
The case for sustainability
Brands are facing rising pressures to be more eco-friendly as sustainability becomes a hot topic globally. Increasingly, we’re seeing businesses called out online for their lack of sustainable practices. Fast fashion brands are continuing to make headlines for their contributions to landfill, while international marketplaces such as Temu have faced scrutiny for reportedly sending more than a million packages around the world each day. What’s more, any brand that wishes to connect to the Gen Z audience will need to adopt better working practices as they are generally more socially progressive and demand accountability, according to McKinsey.
Some brands are opting to step away from hyper-consumerism, often ensuring their marketing campaigns and messages reflect more sustainable brand values.
Patagonia
American outdoor clothing company Patagonia are known for their sustainability initiatives. One such campaign includes introducing a repair program where customers send in their damaged products for repair instead of discarding them. Rather than encouraging customers to make a repeat purchase, this promotes loyalty to the brand and means consumers don’t mind spending a little more on an item, knowing it will last.
IKEA
IKEA may sell affordable furniture, but they are a great example of a brand that can offer discounted goods, while still promoting sustainability. Their Buyback and Resell Service allows buyers to bring back their used goods in exchange for in-store credit. The second-hand items are then resold in the store’s Re-shop and Re-use section.
Those are just two ways brands can opt for an alternative to sales messaging, but here are some other ways your brand can move away from promoting over-consumption.
· Quality over quantity – focus on what makes your products special and the longevity of them. Make sure your customers know why your items are worth full price.
· Recycling schemes – like IKEA and Patagonia, why not let your customers send back goods they no longer need in exchange for store credit or another item? This keeps them loyal to your brand and you could even set up your own second-hand marketplace, ensuring your items never end up in landfill.
· Sales with a purpose – instead of a hefty discount code, why not let your customers choose a worthy cause that a percentage of the sale can be donated to? This will make them feel good about buying from you, encouraging them to want to do it again.
Striking the right balance
Profitability is crucial, we get that, but your marketing messages don’t have to fall into the hyper-consumerism trap to be successful. The time has come for brands to be motivated by more than just holiday sales figures. Consumers are ready to hold you accountable and be part of the solution, not the problem.
If you need support with your marketing campaigns, our team can help. Drop a message to hello@logicandmagic.agency.
Marketing Manager
