We often discuss sustainability in marketing through materials.
How something is produced.
What it's made from.
Whether it can be recycled.
All important questions.
But there's another dimension worth discussing:
waste.
A perfectly produced communication sent to someone who has absolutely no interest in it is still inefficient.
So is an irrelevant digital impression.
So is excessive frequency.
So is a promotion that reaches households unable to use it.
Better marketing can therefore contribute to greater resource efficiency.
Better targeting.
Better timing.
Better frequency.
Better data.
Better creative.
More useful content.
Fewer irrelevant communications.
The goal shouldn't necessarily be to communicate more.
It should be to make more of the communication we produce worth receiving.
That's where sustainability and marketing effectiveness start to become part of the same conversation.
Because efficiency isn't only about spending less.
It's about wasting less.