5 tips for marketing sustainability credentials
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16-03-2023
Do you have a product or service that embraces sustainable content or processes, or do you just want to reduce your business’s impact on the planet? An are you thinking about your ‘sustainable marketing’ strategy? Here are our top 5 tips for marketing your sustainable credentials.
Tip 1. Sustainable marketing using social media
This sounds obvious, but often you can look beyond your typical audience to those who have interests in more sustainable living. They can become advocates – as well as customers – for what you’re trying to do.
TechTarget reports that social posts that focus on sustainability for ethical clothing social enterprise Rapanui regularly outperform other product-based content by over 300% in reach and engagement. They realised their customer base was more politically and socially engaged – and they could build a community of engaged customers who share their values.
Tip 2. Align with charities or sustainability champions
Corporate social responsibility is more than a buzz phrase. Companies that value sustainability can really benefit from partnering with like-minded organisations. For example, align your environmental actions with sales or promotions – so team with a tree planting charity, or donate a percentage of sales to a sustainable charity.
There is a cost – but you may find you boost sales and reach a new audience. Step back to tip 1 about social media, and you can see how this will engage a new audience.
Tip 3. Be transparent – and not scared to shout about it
If you’re a business with one eye on sustainability, then ensure your plans feature in your mission and values. They should be very clear, targeted and monitored. If you’re transparent and actually do what you say, then it’s right that you share that information. Demonstrate the actions you’re taking, and be sure to share those actions with existing and future customers to build trust.
Tip 4. Evidence through certification and awards
Third-party certifications and verifications are a great way to make your sustainable information more visible to customers. You could opt for the ISO14001 environmental standard, B-Corp or a choice of other certifications. Entering sustainability awards is also a visible way to demonstrate you do what you say. Evidence can help attract and retain environmentally and socially conscious consumers.
Tip 5. Invest in communities
Community marketing is a way of extending your ‘word of mouth’ marketing. If you have a regionalised offering this could be building a local community, but it could equally be a community on Facebook, a forum on your website, setting up a charitable foundation, or even building a national community of advocates.
In communities, people are able to engage with each other, to talk about you and your products, and draw other people into the community to do the same. Regardless whether they talk to each other on a forum thread, or at a physical event, the aim is to build a positive and engaging enthusiasm in what you do.
Of course, if you need help with sustainable marketing then let us know. There are also more sustainable ways to action it too – from greener web hosting to sustainable materials.