Innovation in Sustainability Marketing

A giant like Mars is shifting into high gear and accelerating toward a business model that extends beyond its own footprint. The launch of its "Renewable Acceleration" program, in partnership with clean energy suppliers like Enel, is more than just a move to decarbonize its operations; it's a commitment to a value chain powered 100% by renewable energy, from farm to consumer. This sets a new market standard, demonstrating that environmental responsibility isn't a cost but a driver for resilience and a competitive differentiator.

The Origin of the Trend

Mars's move reflects that sustainability is no longer a standalone issue but a challenge that involves the entire ecosystem. By extending its program to suppliers and customers, the company not only improves its own performance but also strengthens the energy resilience of its entire chain. Its partnership with the Unreasonable Group to support startups that innovate in sustainable ingredients and supply chain solutions, such as emissions reduction or the creation of natural dyes, shows that open innovation is the key to these challenges. This strategy responds to consumer pressure for more conscious consumption and the need for a more stable supply chain in the face of volatile energy and raw material prices.

The Impact on Your Business

This strategy has the potential for massive impact. Through its program, Mars plans to reduce its total carbon footprint by 10% by 2030, equivalent to 3 million tons. The collaboration with Enel will generate 1.8 TWh of clean energy annually, enough to power a city. The opportunity for your business is to position yourself as a leader in sustainability, which allows you to attract increasingly conscious customers and build a long-term supply chain. Additionally, supporting startups through the Unreasonable Food program generated nearly $200 million in additional revenue, avoided 140,000 tons of carbon dioxide, and saved 310 million liters of water in its first phase. The risk, of course, is the complexity of implementing these changes on a global scale and the possibility that commitments might not be met, which could result in reputational damage from "greenwashing."

Prepare Your Strategy for Takeoff

To capitalize on this opportunity and stay ahead of the game, here are some concrete growth strategies. Now is the time to shift into high gear and accelerate.

• Create Sustainability Investment Funds. Your finance team can allocate capital to a fund that invests in startups and technologies that solve sustainability challenges in the value chain, such as biotechnology or regenerative agriculture. This not only accelerates innovation but also creates a portfolio of long-term strategic assets.

• Establish Sustainability Protocols for Suppliers. Clearly develop and communicate sustainability protocols and standards for your entire supplier network. Offer them incentives or technical support to join the movement. This collaboratively strengthens the supply chain and reduces the risk of disruptions.

• Design Products for the Circular Economy. Your R&D teams should integrate circular economy principles from the start. The goal is to reduce waste and use renewable or recycled materials. This is not only good for the environment but also generates long-term cost savings.