In a world where sustainability has become a buzzword thrown around by companies far and wide, genuine efforts can often get lost in the noise. For Rosie Stubbs and Lauren Pitman, the marketing leads at Weeva – a pioneering sustainability management tool for hotels, navigating this minefield is a daily balancing act.

Rosie's journey to Weeva is a testament to the power of intentionality. After a successful career in branding, she found herself at a crossroads, yearning for work that aligned with her passion for sustainability. "I declared to my immediate family [...] that I needed to find a job in sustainability," Rosie shares. This bold declaration manifested in an interview that turned into a three-month contract, and eventually, a full-time role at Weeva.

Lauren's path, though winding, has been guided by her innate curiosity and analytical prowess. With a background in industrial psychology and a stint in content writing for a personality assessment tool, Lauren found her calling in data-driven marketing at a B2B agency. When the opportunity at Weeva presented itself, she seized it, drawn by the prospect of "full autonomy" and the challenge of understanding the intricacies of a startup environment.

In the realm of sustainability marketing, however, the road is rife with pitfalls. As Lauren aptly puts it, "You cannot say anything out of line, otherwise you're going to get nailed." This is where one of the biggest challenges lies: content creation.

The Pitfalls of AI-Generated Content

In an era where artificial intelligence (AI) has infiltrated virtually every aspect of modern life, one might assume that AI-generated content would be a godsend for marketers. However, Pitman cautions against this approach in the sustainability sector, emphasising the need for meticulous fact-checking and adherence to ethical standards.

"You basically have to act like the person receiving all of our content and our product marketing knows nothing about sustainability," Lauren explains. Every piece of content must be meticulously fact-checked and scrutinised by the sustainability team, tech team, and content creators, ensuring accuracy and avoiding any whiff of greenwashing.

Unearthing Customer Pain Points

One of the core challenges in sustainability marketing is striking the right chord with customers, addressing their pain points and resonating with their motivations. Pitman and Stubbs have developed a unique approach to unearth these insights, leveraging platforms where customers express themselves freely.

"So we do this thing called voice of customer mining...going on the deepest, darkest place of the web, whether it's Reddit or Quora or...webinar transcripts and listening to where our ideal customer is speaking naturally," Lauren states.

By analysing these candid conversations, the marketing team at Weeva can identify patterns, concerns, and aspirations that might otherwise go unnoticed. This understanding enables them to craft messaging that resonates with their target audience, positioning sustainability not as an abstract concept but as a pragmatic solution to real-world challenges.

Embracing the Selfish Motive

While the noble cause of environmental preservation is inherent in sustainability initiatives, Pitman and Stubbs have discovered that appealing to customers' self-interest can be a powerful motivator.

"We found that every time we talk about sustainability, we have to bring it back to that selfish motive. [We ask] how is it good for your business? How is it good for profitability? How does it make you more operationally efficient?" - Lauren Pitman

By striking this balance between altruism and self-interest, Weeva’s marketing approach resonates with a broader audience, fostering a culture of sustainability that transcends ideological boundaries.

As the world grapples with the urgency of environmental challenges, brands like Weeva are charting a new course in sustainability marketing, one that prioritises authenticity, customer-centricity, and a deep understanding of human motivations. By embracing these learnings, marketers can navigate the intricate landscape of sustainability with confidence, driving meaningful change while fostering business growth.

As someone who has had the privilege of supporting Weeva's growth from the ground up over the past two years, I can attest to the pioneering spirit that permeates the company. From designing the first MVP to implementing major product updates alongside the team at Jack Studios, I've witnessed firsthand the commitment to pushing boundaries and forging new paths.