Ten Steps to Sustainable Marketing in an Uncertain Economy

There's a standard journalistic trope that abounds during times of crisis: take the hot topic du jour, mash it up with something you know about, and you've got an instant article. For example: "Peanut Butter Preferences during a Global Recession," or "Sparrow Migration Patterns during the 2008 Wall Street Collapse.

"Now, after nearly a decade of build-up, sustainability and "green" were the issues du jour for much of 2007 and 2008; but with the recent market crash, the national dialogue has turned more toward keeping a roof over your head than keeping a green roof over your head. So what's a sustainable brand to do? Here are a few strategies to keep you afloat during these tumultuous times.

1. First, take pride in your sustainable brand, and know that there's a strong core of people out there who still care about sustainability and who will continue to care.

2.: If you're a "core" brand with true sustainability cred, you'll do just fine, and you'll probably even outperform the market at large. If you were just greenwashing, then now would be a good time to stop; the mass market is more concerned with "value" than with values at a time like this (no matter what they might claim on a survey), and the people who were just chasing the green trends will fall away as their 401ks collapse.

3. Be socially responsible. Talk about it. Be more socially responsible than ever. Talk about it even more.

4. Anticipate growing anti-consumption attitudes, and focus on offering a quality experience.
5. That said, affordable luxuries and "guilty" escapist pleasures will thrive in this environment, as they did during the Great Depression and every other economic downturn.

6. You've probably got less money to spend on marketing these days, but social networks are a powerful way to spread the word. Pay attention to digital outreach, and two-way communications within the digital space.

7. Don't condescend to people with heavy-handed "value" messaging,

8. Given that people will, realistically, have trouble affording you, be generous. Very generous.

9. Understand the deep roots of the sustainability movement. This will give you the deepest clues about what to do, how to express it, and what conscious consumers really want.

10.So think hard about what you're trying to sell. Question it from every angle, and ask yourself it it's truly necessary. Change is afoot.