By – Vishal Rajani, CEO, Synergos
“We often think of sustainability as something brands handle behind the scenes. But the truth is, it involves everyone. And the missing piece is often the consumer. A brand might switch to renewable materials or cut plastic use entirely—but unless people know, care, and act, it won’t move the needle.
As marketers, we have a front-row seat to consumer behavior and a real shot at influencing it. We can turn a packaging change into a value statement. We can design loyalty programs that reward recycling, embed subtle nudges in packaging, offer personalized tips delivered through apps, push notifications that spotlight sustainable options, or digital receipts that suggest greener alternatives. Even something as simple as QR codes on packaging that educate and inspire action can spark change
Tools like Google Ads and Meta’s platforms let us target eco-conscious audiences with precision. Programmatic ads reduce waste by ensuring sustainable messaging reaches the right context. And technologies like AI help analyze sentiment, fine-tune messaging and track what resonates.
Through the right digital mediums, we can turn passive consumers into active participants. It’s about connecting the dots between what a brand does and how a consumer can be part of it. That’s how we close the loop. And right now, our planet needs us to.”