Content marketing – are you taking a sustainable approach?

For luxury and premium brands, content marketing remains one of the most powerful tools for building long-term loyalty and shaping perception, but as we discuss in this blog on ‘The changing face of the luxury consumer’ the new wave of luxury consumers are particularly passionate about sustainability and ethical practices. As such, ensuring you consider sustainability at all business touchpoints, not just product manufacture, is key.

A sustainable approach to content marketing is no longer a ‘nice to have’ – it is an essential consideration for brand leaders committed to ESG values and responsible storytelling. Walpole, the official sector body for UK luxury, released its British Luxury Sustainability Manifesto saying: “With their unique leadership position, rich heritage and prospects for future performance, British luxury brands have both the opportunity and responsibility to play a key leadership role in addressing the most urgent environmental and social challenges, setting the pace for change and working to create a more sustainable future for all.”

This change is not just driven by brands, but also by consumer needs, and the PwC 2024 Voice of the Consumer Survey indicates that consumers are willing to pay a 9.7% sustainability premium, regardless of the sector, with Sabine Durand-Hayes, Global Consumer Markets Leader, PwC France, saying: “Consumers are increasingly feeling the squeeze of inflation and rising prices in essential goods such as groceries, however in that context, they are prioritising products that are sustainably produced and sourced. Even as consumers look to cheaper, generic options for essentials, they nevertheless cite a willingness to pay 9.7% more for sustainability. In the year ahead, companies must achieve a delicate balance between consumer affordability and environmental impact if they are to source and retain consumers.”

This is supported by the British Standards Institution (BSI) research into luxury fashion brands, which reveals that nearly two-thirds of people globally (63%) consider a company’s social and environmental purpose when making purchasing decisions and 63% would abandon a product or business acting inconsistently with its purpose. Furthermore, three-quarters of consumers are more likely to trust a business’s environmental claims if they are verified, certified, or backed by credible evidence. The BSI urges brands to “embrace end-to-end sustainability” and the eco-credentials of content marketing is a facet not to be overlooked.

From considered print magazine distribution to digital proofing, the right strategy can balance creativity with environmental integrity, without compromising on beauty or impact.

Here are five key elements to consider when developing a more sustainable content strategy:

1. Eco-conscious content creation

The journey to sustainability begins at the start of the content process and one area often overlooked is the travel footprint involved in producing interviews, photo shoots or videos. Commissioning contributors local to the subject or shoot location not only reduces environmental impact but often results in more authentic storytelling. Building a trusted, global network of creative specialists enables this kind of agile, location-conscious approach.

2. Sustainable printing without compromise

For brands with print magazines, the choice of paper stock and print partner is critical. Sustainable options such as PEFC- or FSC-certified papers, or even high-quality recycled stocks, allow you to uphold your brand’s tactile, luxurious aesthetic while aligning with environmental goals. In-depth understanding of suppliers’ credentials – from the use of vegetable-based inks to recycling printing plates and sourcing from mills with low carbon footprints – helps ensure your print aligns with your brand values. You can read more on how printed magazines can be sustainable here.

3. Planet-friendly packaging

Sustainable packaging must do more than meet compliance – it should reflect the elegance and intentionality of a luxury brand. The options for wrapping printed magazines include: biodegradable starch-based film (made from corn or potato starch and compostable, but not recyclable); paper enclosing (100% recyclable from kerbside collections); and ‘naked’ mailing (printing directly onto the cover, but no protection offered). Paper wrap may well offer the best solution as it not only reduces plastic use and improves recyclability, but it can also eliminate unnecessary carrier sheets by integrating the mailing label into the print itself and provides protection in the post. The result is a refined, waste-conscious package that meets both brand and consumer expectations.

4. Low-impact distribution models

The logistics of distribution can quietly undermine a brand’s sustainability goals if not managed carefully. Consolidating print and fulfilment on a single site or selecting fulfilment partners close to the point of printing helps reduce unnecessary transport emissions. For global brands, choosing regional printers or working with distribution partners who prioritise local delivery methods can further reduce the carbon footprint.

5. Embracing digital solutions

Sustainable content marketing doesn’t mean abandoning print, but it does mean thinking strategically about where digital can replace paper. Digital proofs, online asset portals and soft-copy distribution of content to stakeholders and contributors are simple switches that make a meaningful difference over time. Where appropriate, digital editions of magazines or supplements can complement print, extending reach while reducing impact. For instance, digital magazines are great way to reach a global audience instantly as a standalone product or complement an existing printed publication. They offer something interactive and accessible from a mobile device and are also ideal for those seeking a more environmentally conscious option. Read more about what you need to know about digital magazines here.

More than lip service

By embedding sustainability into your content marketing strategy – from creation to delivery – you not only reduce your environmental footprint but also tell a story that resonates with the new luxury consumer. It’s an opportunity for premium brands to lead by example, setting new standards in responsible communication without losing the essence of what makes them desirable.

Embracing a sustainable approach to content creation and distribution is vital to help reduce the environmental impact of creating and delivering content without compromising on quality or creativity.

Resources:

The PwC 2024 Voice of the Consumer Survey – PwC

British Standards Institution (BSI) research into luxury fashion brands – BSI

British Luxury Sustainability Manifesto – Walpole