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An Update on Our Progress in UN Global Compact’s Sustainable Development Goals Program

At Sparx, we believe in practicing what we preach. As a purpose-driven marketing agency, we work with clients who make the world better through their innovative approaches. Like many organizations, however, we wanted to take our efforts one step further with objective, quantifiable goals. That’s why in October 2021, we signed onto the UN Global Compact’s Sustainable Development Goals program.

According to the UN Global Compact, “The Sustainable Development Goals provide a powerful aspiration for improving our world — laying out where we collectively need to go and how to get there.” Businesses are encouraged to do business responsibly and then “pursue opportunities to solve societal challenges through business innovation and collaboration.” As guidance, there are 17 sustainable development goals (SDGs), and to help organizations work toward them, they can join and be provided with an extensive toolbox of resources. 

The UN Global Compact program offers a framework for companies to define what “make the world better” means for them. For Sparx, participating in this program is a commitment to living our values by setting, accomplishing, and creating new objectives. 

Progress with Our Objectives

Since joining the UN Global Compact program, we’re proud to have reached our objectives so far, and we’re challenging ourselves with more ways we can help make the world better. Here are just a few of the initiatives we’ve accomplished to date.  

1.) Make The World Better Magazine and MTWB Day

After launching the first edition of our Make The World Better Magazine in September 2021, we built on that momentum with a second edition launched in April 2022. This edition focuses on the “growing” industry of regenerative agriculture and features interviews with nine companies and organizations in the industry. 

The result? Not only did this edition start and amplify conversations about this important and innovative industry, but our LinkedIn social promo received over 1,000 views. With this exciting milestone under our belt, we’re thrilled to launch our third edition this fall. Be sure to stay tuned!

In the theme of our Make The World Better Magazine, we also hold an annual Make The World Better Day, starting in 2020. During this virtual team event,  we discuss our annual progress and goals for next year, and do team activities including  a hackathon to strategize content marketing for a purpose-driven company. Our team is looking forward to this year’s MTWB Day!

2.) Participation in Key Events

As part of our commitment to education and partnerships with leaders in the social equity and environmental spaces, we sponsored and attended key events in the first half of 2022. 

In October 2021, we had a busy month for events. First, we attended Mastercard Center for Inclusive Growth’s Global Inclusive Growth Summit to hear from purpose-driven leaders about inclusive growth. Then, we attended Elevate’s event, Think 2030, designed to catalyze the UN’s sustainable development goals. Lastly, we attended SOCAP21, hosted by SOCAP Global, and gained valuable insights from expert speakers on impact investing, climate action, sustainable development, and more! 

In May of this year, we attended Shift 2022, which according to their website, is “a collaborative digital impact event produced by some of the most passionate leaders in the positive impact space rallying to make business a force for change.”

In June, we attended and sponsored the morning event of the Business for Social Good Conference, hosted by UBC’s Sauder School of Business. During the six presentations, we gained many fascinating insights about sustainability, biases, indigenous economic development (Indigenomics), and more. 

We look forward to applying these insights and continuing to establish connections with individuals and organizations who are making the world better. 

3.) Recognition Holidays

At Sparx, we’re privileged to have staff, clients, and peers from all walks of life. Being a purpose-driven marketing agency,  we believe in the importance of showing our support and celebrating those who are making huge strides in important movements. 

While we understand bandwagoning on trending discussions can be opportunistic and harmful, we took steps to thoughtfully participate in various recognition holidays this year. 

  • Asian Heritage Month (AHM): In our first AHM post, we shared a list of Canadians of Asian heritage that have made many valuable contributions to Canada and beyond. In our second AHM post, we shared a Government of Canada resource that aims to preserve, celebrate, and educate Canadians about Asian cultures in Canada.
  • Indigenous recognition days: Sparx gratefully operates on the shared, traditional and ancestral lands of the Kwikwetlem, Katzie, and other Coast Salish Peoples and the unceded traditional territories of the Musqueam, Squamish, and Tsleil-Waututh Nations. It’s important, therefore, that we share content related to recognizing the atrocities of Canada’s residential schools and how we as Canadians can be better allies (such as with this post), acknowledging National Day for Truth and Reconciliation (such as with this post), and thoughtfully celebrating National Indigenous Peoples Day with this post and Canada Day with this post. 

4.) Donating to Important Causes

Like they say, money makes the world go round. When it comes to important causes, monetary donations can also make a big difference. Here are some of the causes we donated to:

  • Wigs for Kids: Sparx President Hamish Khamisa donated 46 cm (18 in) of his long, pandemic locks and raised over $1,300 for Wigs for Kids B.C.
  • Movember: In November 2021, Sparx’s mustachioed team members participated in our annual Movember campaign and raised $500 for men’s health. 
  • Holiday Gifting Campaign: As part of our annual holiday gifting campaign, we donated on behalf of our clients to the Greater Vancouver Food Bank and Feed Ontario. 

What’s Next for Us

While we’re proud to have accomplished our objectives so far, we understand making the world better is a constant work in progress. We will continue to listen, learn, and grow as we move forward on our Sustainable Development Goals journey, and we will continue to be transparent and communicative about what’s next for us. 

In the meantime, be sure to check out our Make The World Better Magazine and follow us on Facebook, LinkedIn, Twitter, and Instagram. 

If you’re interested in learning more about the UN Global Compact’s Sustainable Development Goals program, head here. And if you’re ready to join (yay!), fill in the application form now. 

Saving the World Is a Marketing Problem 

Sparx Publishing Group is a full-service marketing agency creating content to make the world better. Together, we can improve your sustainable marketing game and ensure your impact efforts shine. Reach out to the Sparx team here.

Categories
Purpose-Driven Marketing Tips Sustainability Tips

How to Avoid Greenwashing Your Brand

With over two-thirds of North American consumers preferring sustainable brands today, it’s no surprise that many organizations are responding by prioritizing environmentally-conscious business practices, such as reducing carbon emissions, using recycled materials, or donating to related causes. 

This has given way to green marketing, which is essentially organizations’ efforts to shout how amazing their environmentalism is through their advertising. All good things to fight the climate crisis, right? 

Well, unfortunately, there is a growing trend of brands making unsubstantiated green marketing claims, which leads them to be under scrutiny for false or misleading information, known as greenwashing. This can lead businesses to lose money and customers, receive negative reviews, and even be the target for class-action lawsuits.  

While Kermit the Frog may think “it’s not easy being green,” we think implementing authentically green business practices isn’t an out-of-reach ambition. At Sparx Publishing Group, innovation and sustainability is at the forefront of the content we create to make the world better. Here are our three tips to avoid greenwashing and reap the rewards of implementing green marketing into your marketing strategy. 

Become a Truly Green Business

The first step to avoid greenwashing is to practice what you preach. Do your research and commit to becoming a green business for real. Not only will you be contributing to positive environmental change, but marketing your green practices can improve your stock performance and get more loyal, higher-paying customers, as discussed in this Barron’s article. 

For more information on sustainable business practices, check out our article. Once you have an idea of ways you can make the world better, learn about setting SMART goals in cause marketing, including SMART goals examples. You can also harness the power of technology and social media to do good. 

Get Your Business Tested and Certified

Before you go to market with your green product, it’s advised to get your product certified. CSA Group is a Canadian standards organization “dedicated to safety, social good and sustainability” that can evaluate your product and, if approved, give you a sustainability mark, which will set you apart in the marketplace. 

As well, any buildings you operate can be evaluated with green building certifications. Becoming a B Corp (Benefits Corporation) is another excellent seal of approval to prove to customers you reach the highest standard of social and environmental performance.  

Communicate Your Sustainable Efforts to Customers

While it can be tempting to look better on paper, it’s worse to be discovered fraudulent or misleading. Communicate your sustainable efforts in an accessible, honest, and repetitive way for your customers and stakeholders. 

For example, this study found that Timberland, a United States-based manufacturer, sticks labels that resemble nutrition facts onto their product boxes. These labels list information regarding the company’s environmental practices, such as their environmental footprint, number of trees they’ve planted, and the total of their renewable, organic, and recycled material in their products. 

We’re Here to Help You

Sparx Publishing Group is a full-service marketing agency creating content to make the world better. If you need help with making a real, positive impact without greenwashing your brand, reach out to Sparx here. 

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Purpose-Driven Marketing Tips

Why and How to Lead with Your Values in Content Marketing

As the saying (or misquote from Field of Dreams) goes, “If you build it, they will come.” You have big dreams of making the world better, and chances are, there are people out there who share the same dreams and values.

Connecting with people to grow a value-aligned following can result in positive benefits for your organization in the long-term. Not saying that short-term wins aren’t important, but focusing on them exclusively, is, well, a little short-sighted. Here’s why and how you should lead with your values in content marketing. 

Why You Should Lead with Your Values in Content Marketing

1. Grow Your Community

By leading with your values, you humanize your organization, which makes it easy for people who share those same values to naturally gravitate towards your brand. This community is not only a place for relationship building and education around your important work, it’s also an invaluable source of feedback on how your organization is doing.

Plus, these followers represent a crucial part of your customer base. 90% of people buy from brands they follow on social media, according to a Sprout Social survey. The bigger your community, the more potential customers you have.

2. Maintain a Loyal Customer Base

When people like what you do and connect to it, they tend to stick around. And not only do they stick around, but they may become your biggest fans and cheerleaders. They’ll likely recommend you to your friends, write positive reviews, and continue to make purchases. 

Loyal customers are the right people to have on your side, considering customers trust family and friends’ opinions the most before making a purchase. That’s pretty powerful stuff.

3. Improve Your Bottom Line

If you’ve read point #1 and #2, this point should come as no surprise. Leading with your values means growing a loyal following, which leads to growing a loyal customer base, which leads to word of mouth spreading to even more future fans and customers. 

It’s also important to remember that the product or service you offer makes the world better. Not only does leading with your values help your bottom line and keep your organization growing, it also helps you achieve your environmental and social goals, because more people are making the better choice by interacting with your brand. 

How to Lead with Your Values in Content Marketing

1. Prepare Value-Driven Content for Each Phase of the Marketing Journey 

In case you weren’t aware or hadn’t considered how prospective customers become loyal fans, we’re here to convert you to using the customer journey in your content marketing efforts (wink). If you don’t have a marketing strategy, now is a good time to make one. And don’t worry, your marketing efforts don’t have to break the bank, there are plenty of ways to up your marketing game on a budget.  

Here are the four stages of the customer journey to keep in mind when creating marketing content:

  • Awareness – Like it says on the tin, this is the stage where you’re building awareness of your organization among prospective customers. Content marketing at this stage should be educational and start with why you do what you do.
    This can include revamping your “About” page, informative infographics, or educational videos that communicate your values and how you’re making the world better. If you’re unsure how to communicate your values, check out our blog. What’s important here is to be genuine, prove your value, and show that you offer a solution. 
  • Consideration – Now that your followers know what you do (and why), they may reach the point where they’re considering your product or service. At this stage, you’ll want to stand out from competitors. While you no longer have to focus quite so much on educating customers, it’s important to move customers closer to a decision while not pushing too hard. You can build trust by creating content that positions you as an expert in the space, such as case studies and FAQs.
  • Conversion – This stage is where your customers are ready to make a purchase – you just may need to edge them along. Your content marketing here should remind them why your product or service is the more ethical and sustainable choice, and what differentiates your company from any competitors.
  • Loyalty – As mentioned in the first part of this blog, leading with your values is a great way to build customer loyalty. Continuing to create share-worthy content about the amazing work you’re doing enables your customers and fans to share your content and amplify your good work, getting more people into your customer funnel at the awareness stage. 

2. Lean on Your Customers and Community

Remember your growing community? They’re also an invaluable source of impactful content ideas. Your community can tell you exactly what kind of content is important to them. Are they sharing an important cause? Using a specific hashtag? See if there are any aligned passions that make sense for your organization to get involved with. For example, Lyft Toronto acknowledges the pride of the LGBTQ2SAI+ community in the city and actively gets involved in the city’s pride events every year. 

Get in Touch

At Sparx, our mission is to create content to make the world better.

If you need help securing your website, creating great content, building experiences to delight your customers, marketing your business, or you simply have questions, the experts at Sparx Publishing Group are always available to chat. You can reach us here.


Categories
Purpose-Driven Marketing Tips Sustainability Tips

Challenges That Are Unique to Sustainable Marketing and How to Overcome Them

Taking the road less travelled to make the world better may result in a bumpier ride along the way. Your purpose-driven organization is likely no stranger to unique challenges like sourcing sustainable materials or getting certified (for example, through Greenguard or B Corp). 

But in the end, you know that it’s all worth it, because you’re making tangible and positive impacts on not just people, but the planet.

However, just because you know your organization is doing the right thing, that doesn’t always mean customers know. When it comes to convincing people to choose your company, you may face specialized marketing challenges as a purpose-driven organization. Here’s our guide to overcoming them.

Communicate Your Value to Customers

Brands that pay fair wages, use sustainable materials, and have ethical production processes usually incur higher operational costs, so generally charge more for products that may also have an inexpensive “fast factory-made” counterpart. 

Money-conscious customers may be tempted by the cheaper option, so you’ll need to communicate your value and impact.

It’s a good idea to include an “About” page on your website that showcases your backstory, goals, and impacts. Periodically share this page and related content on your social media platforms, emails, and advertisements to educate new customers and remind existing customers of the impact of your good work.

Kotn, a B Corp-certified Canadian clothing retailer, is a great example of how to do this. Check out their About page here. 

Another way to let customers know that they’re making the more sustainable, ethical choice is to inform them of the impact they have by choosing your products or organization. For example, US shoe retailer Thousand Fell shows the driving emissions avoided, bulb energy saved, and plastic bottles recycled for each product, so customers know their individual impact before purchasing. 

Rise to the Challenge of Meeting Higher Customer Expectations

Customers that are willing to choose an environmentally and socially conscious product generally have higher expectations, as they’re potentially paying more and waiting longer for their product.

It’s a good idea to ensure your marketing-adjacent user experiences, such as your website and your customer service channels, are solid and easy to use, so customer satisfaction is not only met, but exceeded. 

It’s also important to remember that these are well-researched, well-educated customers, which means they’ll likely be able to sniff out any potential marketing disingenuity, like greenwashing. Always be completely transparent and honest with your processes and efforts.

Stand Out From the Competition

Whether it’s for altruism or to keep up with increasing consumer demand, more brands are entering or transforming themselves to fit into an environmentally and socially conscious marketplace. 

The Global Sustainability Study 2021 found that “Globally, 85 percent of people indicate that they have shifted their purchase behavior towards being more sustainable in the past five years.”

While this is great for people and the planet, it also means increased competition for your organization. You can set yourself apart from the competition by focusing on what makes your company unique – and get specific.

Have you innovated an existing product? For example, SAYE is a shoe brand that uses “leather” made from cactuses. Have you innovated on the process? For example, Canadian furniture brand Pivot has a circular approach to their manufacturing by using reclaimed materials for their furniture, and they also have a made-to-order option. Communicate these differences, and their impacts, through your marketing efforts.

Another important way to set your purpose-driven organization apart is through your branding. Make sure you have a distinct visual identity (i.e. logo, fonts, imagery, and colour palette), and tone of voice that fits with your values and resonates with customers. Here are some examples of eco-friendly companies who have memorable branding. 

Keeping up with trends can also ensure that you’re also keeping up with (or getting ahead of) the competition. Check out some Marketing Trends to Look Out for in 2022.

Time and Budget Constraints? Plan Marketing Efforts Strategically

For purpose-driven organizations, tasks like developing aligned partnerships, working towards or maintaining certifications, and developing new sustainable products may take up the lion’s share of your time and budget. However, you can still employ sustainable marketing tactics strategically, even if you don’t have a lot of time or resources.

Whether you want to drive website traffic, grow your social media audience, and/or convert prospective customers, here’s how to up your marketing game on a budget. 

Choose Sparx to Elevate Your Sustainable Marketing

You’re making the world better and we want to help you do it. 

If you’re looking to elevate your sustainable marketing, the experts at Sparx Publishing Group are always available to chat. We help purpose-driven organizations secure their website, create great content, build experiences to delight their customers, and help grow their business, all within a variety of budgets. You can reach us here.


Categories
Purpose-Driven Marketing Tips

How to Up Your Marketing Game On a Budget

As a purpose-driven organization that’s making the world better, it’s important to amplify your impact story. If you’ve been around the block, there’s a good chance you’ve already undertaken some sort of marketing effort, whether it’s email newsletters or social media posts.

For many organizations, especially in the ESG space, there’s a chance that marketing efforts may wind up getting deprioritized to help keep different priorities or impact projects on track. 

This might make marketing seem like an expensive “luxury.” However, being tactical and strategic with your efforts can result in effective marketing that doesn’t break the bank. Here’s how to up your marketing game on a budget.

Drive Website Traffic

Whether you want to educate your audience on your important cause, or encourage them to buy your company’s sustainable products from your digital storefront, it’s a good idea to make driving website traffic one of your goals. After all, your website is the digital home of your organization! 

You can tailor your marketing tactics depending on your budget to increase website visitors. One relatively inexpensive way to do this is by regularly producing educational and value-driven blog posts that include necessary search engine optimization keywords to help your Google ranking. 

Similarly, an email newsletter can also be another effective website traffic driver and all-around great marketing tool. There are several free and paid email marketing tools out there that can help you create emails to strategically drive traffic directly to specific pages on your website.

If your target audience is particularly active on social media, running paid ads on Facebook, Instagram, or LinkedIn that link to your website can be a way to put your budget to good use and get more eyes on your brand. 
Alternatively, you can also launch paid Google search ads, which is when you bid on keywords to show up at the top of Google search rankings. Just a heads up, though, this tactic can get expensive quickly, so you’ll want to be very strategic in its execution if you choose to do this.

Grow Your Social Media Audience

When it comes to achieving your organization’s impact goals and boosting awareness of your cause, social media can be a powerful tool. In fact, 83% of Canadians use social media, which means it’s likely your target audience is already there. 

In addition, according to GlobalWebIndex, 71% of consumers are more likely to purchase products and services based on social media referrals. 

A good first step is to regularly post well-curated content on your key social media platforms with relevant hashtags. Hootsuite recommends posting at least once per day depending on the platform.

In order to show your audience and prospective followers what your values are, it’s also a good idea to post about the causes that matter to you through educational infographics, reshares of content from other value-aligned organizations, or collaborating with micro influencers in your specific niche. Content resharing in particular is a budget-friendly method of community building online.
If you’ve got a little extra room in your marketing budget, you can introduce paid social media ads into your repertoire designed to increase your followers. For example, to show up on the Explore page of like-minded Instagram users, you could try Instagram Explore ads. Other social media platforms have similar ad types as well.

Convert Prospective Customers

For many organizations, conversion is the ultimate end-goal – literally. Perhaps you want to sell more of your ethically-made products or get more donations for your worthy cause. That’s where marketing efforts towards conversion come in. 

If you sell a tangible product or service, one relatively budget-friendly way to encourage sales is to offer a deal or promotion, or to run a giveaway. You can promote the sale in your email newsletter, on social media, and on your website. Encouraging sharing and tagging in your social media posts is a good way to get more eyes on your promo.

If you have the budget for paid advertising, an excellent form of paid ads for converting customers is retargeting ads. These ads remind customers of an item in their cart or an action they didn’t complete to remind them in order to edge along the conversion. For example, if someone went to your page, learned about your cause, but hadn’t yet donated, a retargeting ad could remind them to do so. 

If this all seems a little overwhelming, it’s fine! The most important thing to remember is that if you’re on a budget, you don’t need to do it all when it comes to marketing. Find out where your audience is, identify your most important business goals, and create strategic content around that.

Marketing agencies are also a great resource. We’re able to help you map out your customer journey, strategically identify and target critical marketing touchpoints in that journey, and build tactical content and ads designed to support your most important business goals.

Choose Sparx for Your Budget-Friendly Marketing Efforts

You’re making the world better and we want to help you do it.

If you’re looking to amplify your world-changing message, the experts at Sparx Publishing Group are always available to chat. We help purpose-driven organizations secure their website, create great content, build experiences to delight their customers, and help grow their business, all within a variety of budgets. You can reach us here.