Sustainability marketing: how to combine performance and authenticity in Switzerland?
Sustainability marketing: how to combine performance and authenticity in Switzerland?
Swiss companies must meet a dual requirement: economic performance and ecological responsibility. Here are the key points for success:
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Consumer expectations:
- 74% wish to adopt more sustainable behaviors.
- 66% believe that companies should play a role in sustainability.
- Transparency and reliable labels are essential.
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Challenges for companies:
- Investing in environmentally friendly practices may be perceived as costly, but paves the way for innovation.
- Compliance with regulations such as the concept of double materiality and ESG reporting standards.
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Concrete solutions:
- Emissions reduction (example: -22% for Emmi between 2014 and 2019).
- Collaboration with local partners like WWF Switzerland.
- Use of tools like mobitool or esg2go to measure progress.
In summary: Companies that integrate these practices into their overall strategy, communicate clearly, and invest in innovation can not only meet expectations but also strengthen their growth.
Ecological requirements for Swiss companies
Swiss environmental laws
The regulatory framework in Switzerland is evolving rapidly, influenced by the Corporate Sustainability Reporting Directive (CSRD) of the European Union. The Federal Office for the Environment (FOEN) plays a key role in adapting requirements related to sustainable reporting. Here are the main proposed changes in the Swiss Code of Obligations:
| Aspect | Current situation | Proposed change |
|---|---|---|
| Concerned companies | Approximately 300 | Approximately 3,500 |
| Reporting standards | Limited | Option: ESRS or equivalent |
| Sanctions | Limited | Possibility of criminal sanctions |
Companies will need to integrate the concept of double materiality, which involves assessing both the impact of ESG issues on their business and the effect of their operations on the environment. Let's now turn to the expectations of Swiss consumers regarding ecology.
Preferences of Swiss consumers
In addition to legal obligations, the preferences of Swiss consumers play a significant role in shaping companies' ecological strategies. Here are the main identified expectations:
- Transparency about product origins
- Use of environmentally friendly materials
- Reduction of CO₂ emissions
- Presence of reliable regional labels
"These days, we all tend to put our own needs first. The challenge we face is therefore to identify and consider the needs of future generations as well. This requires us to look beyond our own horizons and to understand that long-term growth and the regeneration of our natural resources are key elements of sustainable development." – Liza Engel
Specific sectoral challenges
Each sector faces particular sustainability challenges. Take the example of the food sector, where issues are particularly pronounced:
- 96% of fish consumed in Switzerland is imported
- Only 40% of fish products are considered sustainable
- 57% of Swiss people are considering opting for a more environmentally friendly diet
"Sustainability doesn't come free." – Elisabeth Bürgi Bonanomi
Companies must adjust their marketing approaches to meet these expectations while ensuring they remain sincere in their ecological commitments.
09.04.2019 | SUSTAINABLE MARKETING: MARKETING OF...
Building a clear green strategy
To strengthen your eco-marketing approach, start by defining actions that reflect your values.
Aligning actions with your values
Your actions should align with your environmental commitments. This involves integrating sustainable practices into your operations.
| Strategic pillar | Concrete actions | Success indicators |
|---|---|---|
| Internal engagement | Training, collaborative workshops | Participation rate (>80%) |
| External communication | Transparent reports, open dialogue | Engagement rate on social networks |
| Sustainable innovation | Development of eco-responsible solutions | Measurable reduction of ecological impact |
Next, evaluate your current practices to identify areas needing improvement.
Evaluating your current practices
A marketing audit is crucial to analyze the ecological impact of your activities.
Take the example of Emmi: this company audited its emissions and set clear objectives. Between 2014 and 2020, it aimed for a 25% reduction in greenhouse gas emissions (Scopes 1 and 2). By the end of 2019, it had already achieved a 22% reduction, totaling 105,271 tons of CO₂ equivalent.
Setting clear objectives
Set objectives that meet the following criteria:
- Specific: focus on specific areas
- Measurable: use quantifiable data
- Achievable: be realistic in your ambitions
- Time-bound: set well-defined deadlines
Finally, be transparent about your initiatives and their results.
In 2024, the Shaka Ponk group decided to stop touring to limit its ecological footprint. This decision shows that it is possible to remain true to environmental commitments, even if it involves significant commercial concessions.
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Practical marketing methods
Presenting green solutions
Showcase your ecological efforts by demonstrating concrete actions with measurable results. Focus on measurable initiatives rather than general promises.
| Action type | Concrete example | Measurable result |
|---|---|---|
| Emissions reduction | Switch to green electricity | 22% decrease in greenhouse gas emissions |
| Waste management | Whey valorization | Reduction of food waste |
| Energy efficiency | Equipment modernization | Decrease in energy consumption |
Collaborating with Swiss partners
Partnering with environmental organizations can enhance your credibility. For example, in 2019/2020, WWF Switzerland received 5.6 million Swiss francs from its commercial partners, accounting for 12% of its total revenue.
A notable example is bio-familia, which supports the WWF's "Natural Connections" project as part of its biodiversity campaign.
"WWF accompanies and supports companies to create more sustainable supply chains and reduce the main factors responsible for biodiversity destruction and climate change. In the absence of such partnerships, environmental protection within these companies would not exist: entire sectors are evolving and sustainable economic activity is encouraged."
– WWF Switzerland
These initiatives help structure clear and fact-based communication.
Sharing your progress
To complement your ecological approach, it is essential to communicate rigorously about your advancements. Swiss companies should:
- Support their claims with scientific evidence
- Show efforts exceeding regulatory requirements
- Highlight concrete actions
A recent example highlights the importance of this transparency. In November 2023, the communication strategy of Elite Flights regarding carbon neutrality was criticized. Their approach was solely based on fuel consumption calculations, without including a full offset of climate impacts.
Monitoring and improving results
After implementing your actions, it is essential to regularly monitor the results and adjust them if necessary.
Key performance indicators
To ensure the continuity of your commitments, you must precisely assess the impact of your initiatives. Swiss companies can rely on specific indicators:
| Category | Indicators | Measurement tools |
|---|---|---|
| Environment | CO2 emissions, energy consumed | EnAW, mobitool |
| Marketing | Engagement rates, conversions | Analytics platforms |
| ESG compliance | ESG scores, certifications | esg2go |
EnAW offers a structured approach that includes analysis, setting clear objectives, and regular progress monitoring.
Measurement tools
To complement your monitoring, specialized digital tools can be used:
- mobitool: Supported by entities like SBB, Swisscom, and EnergieSchweiz, this tool helps evaluate the environmental impact of transportation.
- esg2go: Developed with the University of Applied Sciences in Fribourg, this tool allows SMEs to assess their ESG performance for an annual cost of 300 CHF.
"esg2go is a real ray of hope: simple, clear, reliable, open, functional, secure, and especially respectful of what we as SMEs do for sustainability."
– Franz Wyss, CEO Ticketino AG
These tools facilitate regular evaluation, essential for adjusting your strategies effectively.
Regular updates
Some companies, like Swiss Post, lead the way in evolving practices. Starting in 2024, it began requiring ESG assessments from its strategic suppliers through platforms such as esg2go. Similarly, CFF and Allianz Switzerland adopted similar approaches in the fall of 2024.
Companies must monitor their performances, adjust their objectives based on results, and stay abreast of regulatory developments using digital tools.
Furthermore, the "Green Media" initiative helps companies reduce and offset CO2 emissions generated by their advertising campaigns. This continuous process of measurement and adjustment ensures constant improvement while remaining aligned with a sustainable and transparent strategy.
Conclusion: Growth through sustainable practices
Today, 74% of Swiss consumers state a preference for sustainable behaviors, offering companies an opportunity to grow.
Take the example of Sprüngli. Since 2014, this company has voluntarily signed an agreement with the Swiss federal government to reduce its energy consumption. Through the modernization of its refrigeration systems and ovens, combined with advanced energy monitoring, Sprüngli demonstrates that it is possible to combine performance and responsibility.
According to Marcel Meyer, investing in sustainable initiatives is a strategy based on innovation and differentiation.
Statistics confirm this trend: 66% of Swiss people want companies to take responsibility for sustainability. This demand drives companies to adopt concrete approaches that, in addition to meeting expectations, boost their growth.
Here's what successful companies in this field do:
- They integrate sustainability into their overall strategy.
- They communicate clearly and honestly about their objectives and progress.
- They promote local partnerships.
- They invest in modern technological solutions.
A notable example is Swisscom. In 2022, the company collaborated with its clients to reduce nearly 1.6 million tons of CO₂. This initiative proves that sustainability-focused strategies can also be profitable.
To move in this direction, focus your efforts on the supply chain and energy management. Carbon accounting tools and digital solutions are effective levers for succeeding in this transformation.