ESS, Ethical and Effective Marketing Strategies in 2025
Discover how to transform ethical principles into business success: In the dynamic world of marketing, SSE marketing strategies like segmentation, targeting, and positioning (STP) are more than just tools; they are essential for effectively capturing and engaging a target audience. For social and solidarity economy (SSE) businesses, these strategies don't just aim for performance; they serve to forge a deep connection between the organization's core values and the precise expectations of their audience. It is in this unique alignment that the SSE finds its strength, transforming every marketing decision into a statement of principles.
1. Understanding the ESS and its particularities
The social and solidarity economy (SSE) brings together organizations that prioritize the public interest and solidarity. In France, the SSE sector is not only vast but also highly diverse, including associations, cooperatives, mutual societies, and social enterprises. These entities share values of social responsibility, internal democracy, and a particular focus on local development. The challenge for these organizations is not only to sell, but to do so in accordance with their principles, which requires a nuanced and deeply humane marketing approach.
The ESS market in France represents more than 10% of the national GDP, employing millions of peopleUnderstanding this ecosystem is essential for developing ESS marketing strategies that resonate with the sector's values. Challenges often include communicating complex social impacts and building a loyal customer base around ethical principles.
2. Segmentation: Adapting methods to the ESS
SSE Marketing Strategies: Segmentation in the SSE goes beyond traditional methods based on demographic or psychographic criteria. It must incorporate a deep understanding of the motivations of consumers who are attracted by the values and social impact of their consumption. This may include analyzing ethical purchasing behaviors, preferably in terms of sustainable development, and community engagement.
- Segmentation based on social engagement: Identify customers who highly value social impact, such as those who prefer to buy fair trade, refurbished, or second-hand products.
- Demographic segmentation targeting young adults: Young adults interested in sustainable lifestyles, who may be attracted by campaigns focused on social and environmental innovation.
- Segmentation by purchasing behavior: Regular customers of ecological products or services who might be interested in subscriptions or regular contributions to SSE projects.
Data collection and analysis tools such as CRM (Customer Relationship Management) software, Google Analytics, Meta Ads Manager, or Hotjar. These technologies allow you to track consumer trends, responses to previous campaigns, and customer feedback, thus facilitating the creation of consumer profiles that reflect the values of the SSE.
Example of a company with good segmentation
1. TOMS Shoes
TOMS Shoes uses its "One for One" model to target consumers who want to make a social contribution. With every purchase, a pair of shoes is donated to a child in need, attracting those who value simple but meaningful actions to help others.
2. Divine Chocolate
Divine Chocolate is co-owned by cocoa farmers, targeting chocolate lovers who value fairness and responsible business practices. Their unique ownership model and commitment to fair trade appeal to those who support the economic empowerment of producers.
3. Fairphone
Fairphone targets environmentally conscious tech consumers by offering sustainable and ethical smartphones. Their products are designed to be repairable and upgradeable, appealing to those looking to minimize their environmental footprint.
4. Freedom
Oliberté, an Ethiopian-based shoe manufacturer, targets ethical fashion consumers. Fairtrade certified, Oliberté emphasizes support for African workers, attracting customers passionate about the ethical origins and storytelling of its products.
3. Targeting: Select your audience in the ESS
Effective targeting in the social and solidarity economy involves choosing market segments that most closely align with the organization's values. It's about connecting the company's social missions with consumers' needs and desires. Creating personas via HubSpot's free tool and usage scenarios can help better visualize expectations and improve the alignment of marketing messages.
For this, using the data collected during segmentation is important. It helps develop specific communication strategies that speak directly to the hearts of the target audience. Marketing techniques can include content marketing, social media campaigns, and direct marketing, all tailored to meet the specific needs of the chosen segments.
Example of a business with good targeting
1. Patagonia
Patagonia, an outdoor products company, excels at targeting eco-conscious consumers. It stands out for its sustainability initiatives and environmental campaigns, attracting customers who value responsible business practices and environmental activism.
2. The Nave
La Nef is a French financial cooperative specializing in financing projects with social, ecological, and cultural impacts. It attracts savers and entrepreneurs eager to support initiatives that contribute positively to society, offering an ethical alternative to traditional banks.
3. Emmaus
Emmaus targets individuals interested in supporting social causes and recycling, operating stores and collection centers. This organization helps the homeless and fights poverty, while promoting the reuse of objects to fund its social programs.
4. Positioning: Standing out in the ESS
Positioning in the SSE is not just about distinguishing oneself through products or services, but also through values and social impact. Companies must clearly communicate why they are different, and why this difference matters. Using perceptual mapping helps visualize where the organization stands relative to its competitors on axes defined by criteria such as ethics, sustainability, and social impact.
Positioning on sustainability: A company offering recycled products that uses its commitment to zero waste as a central element of its positioning.
Equity positioning: A cooperative that promotes fairness in its business practices, emphasizing fair wages and just working conditions to differentiate itself.
Positioning on social innovation: A social startup that develops technologies to improve access to drinking water, positioning itself as a leader in innovation for sustainable development.
Examples of successful positioning include companies that have successfully emphasized their ability to innovate while remaining true to their social missions. These successful positions are often the result of attentive listening to the market and an ability to adjust offerings according to changing consumer expectations.
ESS Marketing Strategies: Example of a company with good positioning
1. Veja
Veja is a footwear and accessories brand distinguished by its commitment to ethical and eco-friendly production. Using sustainable and ethically sourced materials, Veja attracts consumers who are concerned about the environment and working conditions in the fashion industry.
2. Énercoop
Énercoop is a renewable energy supplier that positions itself as an ethical alternative to traditional energy providers. By offering only energy from renewable sources, Énercoop attracts customers committed to the energy and ecological transition.
3. GreenGot
GreenGot is an eco-friendly neobank that offers digital banking services with a strong focus on sustainability. It positions itself as a green alternative to traditional banks by offering biodegradable bank cards, planting trees for customer spending, and committing to not investing in fossil fuels. GreenGot thus attracts consumers who are aware of their environmental impact and want to contribute to a greener economy through their choice of bank.
5. Good practices
By focusing on a specific segment of consumers interested in eco-friendly products, and developing a positioning centered around sustainability and local impact, our client saw a notable increase in customer engagement and loyalty.
The lessons learned from these case studies highlight the importance of remaining flexible and responsive. Regularly analyzing results and incorporating customer feedback helps refine approaches and ensure marketing strategies remain aligned with company values and market expectations.
Beware of Greenwashing in ESS Positioning
Greenwashing, a marketing practice that involves superficially projecting an ecological and responsible image, is a trap that some companies fall into when trying to capture the attention of environmentally conscious consumers. In the social and solidarity economy (SSE), where integrity and transparency are key values, avoiding greenwashing is crucial to maintaining public trust and credibility. In France, the Professional Advertising Regulatory Authority regulates greenwashing.
For ESS companies, it is essential to:
Be transparent: Communicate openly about the real efforts and limitations of the products or services offered.
Provide evidence: Support green claims with independent certifications or verified sustainability reports.
Align actions with messages: Ensure that all company operations reflect the values promoted in marketing.
By avoiding greenwashing, SSE companies can not only strengthen their own brand image, but also contribute positively to the entire sector by setting high standards of accountability and transparency.
Conclusion
For social and solidarity economy (SSE) businesses, adopting a marketing approach that reflects their core values is not only a matter of consistency, but also a strategic imperative for their success. By applying the principles of segmentation, targeting, and positioning with a focus on ethics and social impact, SSE organizations can hope not only to survive but to thrive in a competitive marketplace while making a meaningful difference in the world.
