Building a Sustainable Brand: How To Amplify Your Organization’s Sustainability Messaging
Sustainability has become an essential part of a company’s marketing strategy, especially since many consumers are more likely to buy a product if it is produced sustainably. In fact, a study conducted found that products that make sustainable claims on their product labels had a 28% growth rate over five years compared to a 20% growth rate for products that did not make those claims. To reap these benefits of greater growth, companies need to adapt their sustainability messaging to reach a wider audience. Here are some ways that companies can amplify their sustainability messaging to showcase to consumers that they are committed to climate action.
Collaborate with influencers, especially notable sustainability change makers and influencers.
Influencers can improve engagement since they have a strong connection to their audience that is based on authenticity, trust, and transparency. Influencers can market products and services in a more personalized way compared to traditional commercial advertisements since they have a niche that has high engagement. Authenticity is especially important in marketing since only 47% of brands are viewed as trustworthy. Since 70% of consumers factor influencers into their buying decision and 83% consider sustainability, collaborating with influencers, especially ones in the sustainability space, can improve a company’s perceived reliability on their sustainability messaging. Collaborating with sustainability influencers can further boost a company’s credibility on sustainability since many followers who engage with sustainability influencers are more eco-conscious in their buying decisions.
Simplify visual indicators.
Having unappealing or misleading visual cues in the form of packaging can discourage consumers from buying sustainable products. According to a recent study, 35% of consumers say that they would buy more sustainably packaged products if they were better labelled. To amplify their sustainability messaging, brands should design their packaging to incorporate indicators of sustainability, such as using compostable and recyclable materials for the brands, using colours such as green and blue, and graphics that indicate that the product is sustainable.
Highlight sustainability certifications and awards.
Promoting a company’s sustainability certifications and awards provides credibility and builds a company’s reputation as a sustainable organization. When highlighting these certifications and awards, it is important to refer to third-party sources who can verify that the company received these accolades. Otherwise, this can lead to accusations of greenwashing, which will discourage many consumers from buying your products and services. There are various certifications and awards available that vary by field in the sustainability sector. For instance, many agricultural and food companies often seek Fair Trade and USDA (United States Department of Agriculture) Organic certifications since they are highly recognizable. Moreover, these certifications have high credibility in the sustainability space since they intensely audit and monitor companies for their production practice.
Ensure that your sustainability claims are simple and emphasize personal benefit.
As part of sustainability messaging, your claims should be simple and emphasized to the consumers and their social circle. Studies have shown that connecting a product or service’s sustainability to a personal benefit is the most appealing claim to consumers. You can amplify your sustainability messaging by emphasizing how consumers can benefit from your products in regard to human health and saving money. Moreover, companies should use everyday language to amplify their sustainability messaging. For instance, saying a product will “protect drinking water and marine life” is more appealing than saying phrases such as “biodegradable” and “biophilia,” which are not as familiar to the general public. Using common words relating to sustainability rather than technical terms can improve engagement and attract more customers.
Amplifying sustainability messaging is essential for companies who want to remain profitable while proving that their products and services are sustainable. Implementing these sustainability messaging strategies requires having a deep understanding of your consumers’ needs and factors that they consider important, transparency, and authenticity. By following these strategies, companies can effectively communicate and expand their sustainability marketing to more consumers and build a reputation as a sustainable company.
This blog was written by Martin Edwini-Bonsu at the Green Career Centre, a non-profit organization with a mission to prepare underrepresented youth for green careers. With a focus on supporting BIPOC, newcomers and women, the Green Career Centre works by and for these communities to bridge the gap between equitable, accessible and transparent social and environmental employment opportunities. Their Youth Green Jobs Network is a valuable resource for any post-secondary student to find and access a curated list of green job postings.
In need of some help?
If you’re still unsure of where to start or just need some help with your sustainable messaging, reach out to us. As an agency committed to promoting sustainable practices, we are well-equipped to help you amplify your green initiatives to your audience. Take your brand to new heights with Tiny Planet Digital’s comprehensive range of marketing services. From consulting to implementation, they have the perfect solutions to propel your brand forward.
In the meantime, check out our other sustainability focussed blogs: