Sustainable Marketing for Sustainable Business
Gerardot & Co. loves to help organizations promote projects and products designed to make an enduring positive impact on people and the environment. As much as we work hard to help our clients make an impact in this world, our collective legacy will also be how little impact we make on the earth and its precious resources. As marketers, we believe we have the power and the responsibility to teach, to help others make a sustainable living, and to protect the future of our planet. And we believe sustainable business is the most effective way to do it.
90% of global consumers expect companies to do more than make a profit, but also operate responsibly to address social and environmental issues.*
Sustainable Product Marketing
We believe in products that minimize negative environmental and social impact. Who couldn’t get on board with that? But it’s not enough to be greener, to be kinder, and to do gooder. To be sustainable, products and the companies that make and sell them must be profitable. We totally get that. And that’s why our sustainability marketing philosophy and processes are built around a business-first strategy. It comes down to this: We’re here to bring you new customers and rally support and advocacy from existing and past customers. It’s what we do.
Sustainable Products Go Mainstream
Sustainable products have been around for decades, but mostly relegated to niche specialty stores and catalogs targeting the granola crowd. But today consumer awareness and demand for sustainable products is at an all-time high and growing. The door is open for sustainability marketing.
71% of global consumers will pay more for a socially and environmentally responsible product.*
84% of global consumers seek responsible products whenever possible.*
Sustainable Hospitality & Tourism
The Enduring Legacy of a Sustainable Business Model
Our introduction to sustainable tourism marketing began back in 2001, before we (or pretty much anyone) even knew it was even a thing. From its inception, we helped launch one of the world’s first 100% solar-powered resorts. Then came September 11. And while most hotels and tourism destinations took a couple of years to fully recover from it, we saw sustainable hotels in the Caribbean and elsewhere grow. Then came the recession of 2008. And yet we helped grow a fledgling ecotourism adventure travel business in Costa Rica — started by the first carbon neutral airline in the world. The success we’ve had didn’t come from dumb luck. It came from seeing economic forces coming and reacting to them. It came from understanding what customers wanted and telling compelling stories to make them want to go there. Successfully marketing a destination or hotel doesn’t happen overnight. Like any marketing effort, sustainability marketing takes persistence and a commitment to a long-term strategic process.
The Future of Sustainable Hospitality & Tourism is Now.
Driven by the pressures of climate change and public awareness, sustainable tourism and hospitality continues to grow and even become mainstream. But the benefits of sustainable travel goes beyond consumer demand — it saves businesses millions of dollars in development and operating costs. Marriott International has developed a “green” hotel prototype certified by the U.S. Green Building Council as part of its LEED Program. This prototype saves Marriott’s hotel owners an average of $100,000 in development costs and saves 25% on energy and water consumption.
The stakes couldn’t be higher. The potential positive or negative impact that hospitality and tourism can have on the environment and the global economy is enormous. 1 in 11 jobs on the planet is in hospitality and tourism. More than 1.138 billion international tourism travelers vacation each year. And the numbers will only continue to grow. The time for sustainable tourism is now.
“Without a healthy planet where industries operate, sustaining ecosystem services, where human rights are respected, where quality of life is improved, we really cannot exist long‐term.”
— Dr. Kelly Bricker,
Chair, Global Sustainable Tourism Council
90% of U.S. travelers said they would choose a “green” hotel if the price and amenities were comparable to non-sustainable hotels.
21% of travelers say they are prepared to pay more for sustainable vacation. Up from 17% in 2012 and 14% in 2010.
72% of TripAdvisor members plan to make more eco-friendly choices in the next 12 months. Up from 65% a year ago.*
Sustainable Real Estate Development
Marketing Sustainable Lifestyle Developments
We help real estate developers and marketers communicate and sell the benefits of a sustainable lifestyle. From retail, commercial, and multi-use development to luxury residential real estate — sustainability isn’t just for the granola crowd anymore. Sustainable development has gone mainstream and the growing need for a healthy lifestyle among millennials, Gen-Xers, and aging boomers will continue to fuel the demand for more green space, walking trails, and accessibility to public transportation. Sustainability is the future of commercial and real estate development. And we’re here to help build the next generation of sustainability marketing.”
Here’s to a Bright Future.
Renewable energy is the future. Solar, wind, and hydro may not replace coal and oil anytime soon, but who wouldn’t want to use renewable energy that is indefinitely sustainable? Leveraging our expertise and passion for marketing sustainable products, hospitality, and tourism, we believe we can make a difference in the future of sustainable energy.