According to Al Iannuzzi’s book Green Products: The Making and Marketing of Sustainable Brands, “firms have been pressured by market forces to take responsibility for the supply chain.” Iannuzzi, a director of global product stewardship and green marketing at Johnson & Johnson, writes about how major brands have been called on to improve both the environmental and social aspects of how their products are made and brought to market. Initiatives to improve supply chain practices have been called “greening the supply chain,” and B2B marketers are a key player in their implementation.
With major brands increasingly looking to improve the social and environmental impact of their businesses, they are actively seeking B2B solutions that promote the greater good. B2B marketers must honestly and thoughtfully display the ways in which their offerings meet these needs. Through effective marketing, these solutions can be deployed as widely as possible, bringing social and environmental benefits to every level of the supply chain.
One B2B business, DSM, has put marketing to work for the greater good in many areas. Examining three of the company’s campaigns together provides an object lesson in socially responsible B2B marketing.
DSM describes itself as “a global science-based company active in health, nutrition and materials.” One arm of DSM sells specialty ingredients to food companies – specialty meaning enzymes, nutrients, preservatives and more. These ingredients are crucial to the safety and stability of foods produced on a large scale and shipped to grocery stores, restaurants and consumers.
This holiday season, DSM publicized the ways that its ingredients allow food companies to waste less while creating healthier options for consumers. A press release and infographic show off the benefits. For example, the use of DSM’s enzymes in the production of fruit juice creates a greater yield – yielding greater profits for clients and lowering producers’ carbon footprints. The infographic also advertises how DSM products can be used to create tasty products that are lower in salt and sugar, and create items like lactose-free ice cream for those with special dietary needs.
In keeping with its mission to improve food and nutrition around the world, DSM has partnered since 2007 with the UN World Food Programme and begun several initiatives of its own. With malnutrition responsible for millions of deaths worldwide, DSM has made improving global access to vital nutrients an integral part of its mission.
This humanitarian work does not offer DSM clients an immediate benefit, such as lower costs or improved efficiency. Nor does it offer the supply chain benefits of DSM’s sustainability efforts. But companies that purchase DSM’s products can know that they are supporting these efforts. Marketing of these programs is more about building awareness of hunger and malnutrition than focusing on DSM, but the programs and UN partnership in turn build awareness of DSM as a responsible corporation dedicated to improving the lives of people around the world.
On the topic of sustainable supply chains, the sustainability section of the DSM website emphasizes that creating sustainable products includes choosing eco-friendly suppliers. In addition, DSM promises to become a sustainable link in clients’ supply chains by creating new, ECO+ solutions. The company’s sustainability publications contribute to the branding of DSM as a company that cares about the environment and takes steps to improve environmental impact.
Crucially, all three of these socially responsible campaigns provide concrete data about the practices of each organization, rather than vague promises phrases with no clear support. For example, the environmental sustainability section of DSM’s website includes “Facts & Figures” pages broken into categories including “Emissions,” “Waste,” Energy” and “Water.” These pages track the company’s progress from year to year.
Each of these initiatives addresses different needs, and some are more directly tied to client benefits than others. But all three paint a picture of a B2B business that is educated about the ways it impacts the world, and strives to make responsible choices. Does your B2B marketing send the same message?
Photo credit: SplitShire via Pixabay
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