In our recent Chinese digital marketing blogs, we’ve looked at generational differences in China and the implications for Western marketers.

Some consumer trends apply across the generational spectrum, and others may have more relevance to particular generations.

For example, the appeal of KOLS spans all generations in China, whereas the movement towards a greater sense of work-life balance and mental wellbeing is more important to Chinese Gen Z customers.

Chinese Digital Marketing and Sustainability

Sustainability is a core value that now matters to most Chinese customers, making it a vital focus for Chinese and Western businesses doing business in China.

For Western brands, a strong sustainability strategy is a great way to attract Chinese customers across the generations and grow your reputation in this highly competitive but lucrative market.

Here’s what you need to know.

The Chinese Competitive Landscape is Changing

China is one of the world’s biggest and most technologically advanced economies, and it is also evolving fast to become more environmentally friendly.

From renewable energy manufacturing to more sustainable supply chains, the conversation in China is very much about how the nation can continue to grow its powerful economy in a way that supports long-term ‘green goals’.

Affluent Chinese Customers Know What They Want

And this desire for sustainability is driven strongly by its vast market of affluent customers, who are increasingly choosy about which brands they shop with.

Chinese customers, of all generations, are sophisticated and have access to a global market filled with international and home-grown brands that are all desperate for their custom.

With ever-increasing affluence, these customers can be very conscious about their chosen brands. Increasingly, this means prioritising brands that:

• Have clear sustainability goals and strategies
• Produce products that are friendly to the environment, of high quality, and are safe
• Are authentically true to these strategies, with evidence that displays their environmental impact (extending to areas such as ethical supply chains).

Furthermore, Chinese customers will pay premium prices for products that respect and support these goals.

How Sustainability Became Vital to Chinese Customers

These are just three of the main factors that have all helped to put sustainability firmly on the map for Chinese customers:

A Desire for Cleaner Air

Some years ago, China was criticised for being an environmental polluter. But now this is changing, and fast. Chinese customers are increasingly aware of ‘green’ issues, particularly climate change and pollution.

Many older Chinese citizens experienced the health risks of polluted cities in earlier years and are now passionate about using their disposable income to support clean and green sustainable brands.

Changing Customer Demands

Chinese customers are increasingly affluent and have plenty of disposable income. This means they can choose high-value brands that share their values.

Typically, this means choosing a brand with ethical and sustainable values, focusing on holistic quality attributes that extend beyond the immediate product.

Chinese Government Policy

The Chinese government is working towards challenging climate targets, including carbon peaking by 2023. By 2060, China expects to be entirely carbon neutral.

This policy environment also drives a favourable commercial environment for sustainable business practices.

It also means that Chinese consumers are becoming increasingly educated and aware of sustainability as a broad topic, from carbon emissions to ethical labour.

What Chinese Sustainability Means for Western Marketers

If Chinese customers perceive a product as being of higher value, and made ethically and sustainably, they will typically pay more for it.

This means that ‘green business’ can also be smart business for Western brands.

The sorts of things that Chinese customers are particularly concerned about include:

• Sustainability in industries such as clothing, homeware and personal care.
• Transparency across the supply chains of brands they shop with, with clear information on production processes, labour, sourcing and environmental certifications.
• Authentic, quality brands, where sustainability is a core and genuine part of the business and product, not simply a marketing gimmick.

For Millennial and Gen Z customers, sustainability can make or break a purchase decision, particularly in key areas such as clothing, wellness, food, beauty, supplements and travel.

What Western Marketers Can Do

Before you launch into your Chinese digital marketing strategy for your product offer, it can be helpful to do these things:

Assess Your Product

Before you begin to market a product in China, ask whether it meets sustainability criteria. For example, does it offer:

• Recycled packaging (and the ability to recycle your product when it reaches the end of its useful life)
• Limited (or no use of) single-use plastics
• Production processes that minimise carbon footprint (including production locally in China)
• Ethical and traceable manufacturing processes, including no use of forced labour.
• Genuine practical value? Chinese customers like high-quality, durable products that offer value for money and are (where applicable) easy to repair.

Look at Your Business

Once you are happy that your product satisfies sustainability credentials, do the same assessment exercise for your business as a whole. For example:

• Do you have any sustainability credentials or certifications? Are there any areas of your business that are particularly eco-friendly, or are there areas that you are working to improve?
• Do you have any charitable giving or charity partnerships within your business? Does a proportion of all profits support a cause your customers feel passionate about?
• Are you working to strip out single-use plastics from your supply chain, or to increase the amount of recycled cardboard in your packaging?

Be transparent and focused. Chinese customers welcome authenticity and brands that strive to improve their carbon footprints.

Consider your Chinese Digital Marketing

Once you understand your business and product sustainability, you can consider how these attributes can be woven into your Chinese digital marketing strategy with targeted messaging and marketing campaigns.

Targeted messaging

For example, you might make a point of flagging up the ‘clean’ ingredients and recycled packaging on your product page.

KOL partnerships

You might run a KOL campaign that talks about the charitable giving aspect of your business and the funding that goes to a charity or environmental cause.

Social media marketing

Consider creating social media videos that tour your production facilities and show how your products benefit customers with genuine value, whilst supporting the broader environment.

If you plant trees for every product sold, or support education for women in underprivileged parts of the world, part-funded by sales of premium and luxury products, share this!

Sustainability is a fantastic topic for messaging and creativity, and there are so many ways you can weave these messages and attributes into your Chinese digital marketing.

Access Expert Chinese Digital Marketing Advice

Looking for expert help to understand how your Western brand can use sustainability strategies to improve its position in China?

Market Me China offers a team of highly-skilled Chinese digital marketing professionals with native language skills and years of experience, ready to help your Western brand enjoy success in China.

From building your Chinese digital hub to clarifying your sustainability positioning and messaging, we can help you meet the needs of your target Chinese customers, build your reputation in a highly competitive but exciting market, and win lucrative business.

Please contact us in the first instance to discuss your needs and find out how we might help you.