Ep. 068: How Pact Clothing Uses Sustainability in Marketing
Drew Cook, CFO of Pact Clothing, joins this episode of “The Commerce Marketer Podcast” to discuss social causes as part of a brand’s ethos and marketing strategy. We outline the growing trend of sustainability amongst retailers and how “greenwashing” deceives consumers (2:00 ). He then discusses how terms like “organic” and “sustainable” can both aid marketing efforts and mislead consumers (4:30 ), and then cover how consumers’ expectations of corporate sustainability impacted Pact’s marketing philosophy and cause-based approach (7:30 ). He then speaks to the related practical challenges of sourcing and producing items at higher costs (10:30 ), delving into how beneficial being sustainable really is when consumers aren’t willing to pay more for the products (13:00 ). We switch gears to discuss sustainability in their post-purchase marketing efforts (16:00 ), growing a brand while staying true to its ethos (18:30 ), and how publicly addressing customer concerns improves their processes (22:30 ). He ends by sharing his thoughts on whether businesses need a social cause to stay relevant with today’s consumers (26:00 ) and why launching a cause-centered store is more challenging than ever (27:40 ).
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Drew Cook: Drew@WearPact.com
Bronto Marketing Platform: