Welcome to part two of our post on sustainable marketing strategies in public procurement. Let’s dive right into the certifications you need when you’re working towards long-term sustainability procurement goals.
Sustainability Certifications
Sustainability certification isn’t a legal requirement in public procurement – yet. However, becoming eco-certified is excellent proof of your commitment to sustainable efforts in your eco-friendly marketing strategy.
Which Certifications Apply to Sustainable Procurement?
That’s a good question because standards have been difficult to nail down. Here are some certifications and labels that are generally respected and accepted in sustainable procurement processes.
The British Standards Institution (BSI) is the UK’s National Standards Body. Part of its mission is to shape a safe and sustainable society. It’s a member of many international standards bodies, including ISO, IEC, EN, CEN, and ETSI. So, it’s definitely worth the cost when implementing sustainable procurement practices.
ISO certification is also incredibly important. ISO is the International Organisation for Standardisation and provides certification for everything, from sustainability performance to quality management and environmental regulations.
Standards applicable to sustainability include:
- ISO 14064-1 – Greenhouse gas emissions
- ISO 7704 – Water quality
- ISO 14001 – Environmental protection and management systems
- ISO 14091 – Adaptation to climate change
The ECO Label is given to products and services that reduce environmental impact and conserve natural resources. It’s testimony to companies’ environmental and sustainability standards. It’s recognised globally, which means it carries weight in international procurement processes.
Adapting To Changing Sustainable Procurement Regulations
In September 2021, the government introduced a new policy to ensure environmental sustainability in public procurement. PPN06/21 made it mandatory for suppliers bidding on government contracts over £5 million a year to provide a Carbon Reduction Plan that commits them to Net Zero goals.
Suppliers must include their current greenhouse gas emissions and strategies to reduce their carbon footprint in line with the government’s commitment to achieving Net Zero by 2050.
PPN06/21 is designed to serve several purposes for sustainable procurement practices.
1) Promote environmental sustainability
This is its primary purpose as it aligns social value in public procurement with waste reduction and corporate social responsibility commitments.
2) Drive innovation throughout the procurement life cycle
Suppliers are under pressure to provide innovative solutions to sustainability challenges that help them stand out from their competition. Their competition is doing the exact same thing. The result is ongoing development in green tech and advancements in sustainability processes.
3) Engage the supply chain in risk reduction and sustainable procurement decisions
Suppliers must ensure their suppliers also abide by the sustainability requirements in the policy note. Through collaboration, all suppliers (including second and third-tier suppliers) can reduce their carbon footprint and implement strategies to minimise their businesses’ environmental impact.
4) Promote sustainable business transformation
The policy doesn’t just promote sustainable transformation, it establishes a culture of sustainability in public procurement, embedding it in buyers’ and suppliers’ business practices. This kind of large-scale transformation goes a long way towards reducing carbon emissions and achieving those critical net zero goals for a safer future for all UK citizens.
It’s important to note that sustainable policies and regulations won’t end with PPN06/21. The King’s Speech on the 17th of July 2024, introduced six new Bills designed to fight climate change and create a greener UK.
- Great British Energy Bill to accelerate renewable energy and offshore wind.
- Sustainable Aviation Fuel Bill to increase SAF production.
- Water Bill to improve water quality.
- National Wealth Fund Bill to to spread investment across green industries.
- Crown Estate Bill for wider investment powers and borrowing for infrastructure projects.
- Planning and Infrastructure Bill to streamline delivery, upgrade the national grid, and boost renewable energy.
Future Proof Your Sustainable Marketing Strategy
If you want to secure your company’s marketing future, you must keep up with (ideally stay ahead of) the following trends.
Artificial Intelligence (AI):
Try as you might, you cannot ignore AI. Consider ChatGPT. It’s already used for copywriting, while similar AI tools are used for graphic design. Research is still being done on their long-term impact (it doesn’t appear to be good), but it might be a good idea to start thinking about how writers and designers can use AI constructively to improve service delivery. For example, analysing marketing data to personalise marketing campaigns.
Voice search
Voice search is on its way and it’s set to revolutionise SEO. Search Engine Optimisation has been essential to online marketing since the days of yore, but strategies are based on typed keywords.
The thing is, we don’t speak the same way as we phrase our type-written search words. Now, digital marketing agencies must adapt their SEO strategies to target voice search patterns. It’s going to be tricky, which is why it’s a good idea to start looking into voice search now so you are prepared when the wave finally breaks.
Data Analytics
Get comfortable using data analytics tools so you generate the information you need to make insightful decisions about your marketing campaigns. Predictive analytics, in particular, will help you plan for the future, so you can develop sustainable procurement campaigns with future trends in mind.
Agility and adaptability
The thing about the future is that it isn’t certain. Marketing trends can turn on a dime and new regulations can change the landscape at the click of a finger. Your agency must be able to adapt to change quickly if you want to thrive going forward. Staid agencies go nowhere and you really don’t want to be left behind while your competitors innovate their way into a successful future.
Showcasing Your Commitment To Sustainability Goals & Positive Environmental Impact
Social value in marketing is all about demonstrating how products and services positively impact the local environment, local economy, and local community. A good way to showcase the effectiveness of social value projects is with before and after shots. For example, restoring and improving a derelict park.
- Before photos of the park, showing it at its worst.
- During photos to show key stakeholders how you’re progressing with the project.
- After photos, perhaps of the park’s official reopening ceremony and pictures of kids playing on equipment, picnicking families, dogs on walks, etc.
Surveys are also a good way to get real opinions on the effectiveness of a project from the people who actually benefit from it. For example, a pre-project survey to identify priority needs. A post-project survey to evaluate the impact on community members.
You could also create a case study about the ways in which you include green practices into the contract. For example, the journey that leads to a complete shift from fossil fuels to renewable energy.
Build Trust Through Transparent Sustainability Data
The principles of transparency underline all sustainable procurement processes. The reason is simple; the public must be able to see where and how funds are spent. It’s about holding government bodies accountable for their spending.
Trust is born from transparency. Public trust because they can rest assured that their tax money is being put to good use to achieve sustainability goals.
Supplier trust because they can see that all tenders are evaluated fairly, that there is no undue bias, or suspicious behaviour that indicates favouritism, nepotism, or similar actions.
Transparency also shows that your commitment to sustainable practices is bearing fruit – or not. Transparency then shows the steps you must take to address the situation and implement a successful sustainable procurement policy.
Developing a sustainable marketing strategy takes skill. It’s not something you can throw together and then get on with business. A marketing agency that specialises in the B2G sector can deliver the benefits of sustainable procurement while helping to establish your green credentials.
Cadence Marketing has decades of experience in public sector marketing and has gained the knowledge necessary to adapt to changing market trends, like the increased focus on sustainable practices.
Contact Candence to arrange a free consultation or simply to find out more about how B2G marketing services can boost your green creds and enhance your visibility in the competitive procurement sector.
Thank you for sticking with us through both parts of this rather long post on sustainable procurement and marketing practices. As you can see, the topic is vast. We’ve just scratched the surface of sustainability criteria in procurement, including renewable energy consumption and environmental, social, and economic factors that lead to reduced energy costs and sustainable development.
Watch this space for more.
