Getting Sustainability Messaging Right Through Meaningful Content

“We’re a leader in sustainability.” “Our company operations are sustainable.”

You’ve heard statements like the above before, and that’s great. We love to see brands prioritize sustainability and do their part in taking care of our people and environment.

Here’s the issue: Too many brands, attempting to align with customer values, are saying and not doing when it comes to sustainability. That’s not to say all these brands don’t have sustainable practices and policies in place. They’re simply not communicating specifically and clearly what their brand is doing to make a positive impact on the environment and our future. This is a huge missed opportunity to augment your brand’s narrative and build trust with the 92% of consumers that state they’re more likely to trust brands that are environmentally or socially conscious.

For a brand’s sustainability messaging to hold true meaning, show, not tell, your sustainability story in a memorable way.

Address Specific Goals, Not Sustainability as a Broad Term

Sustainability is no longer a differentiating factor between brands, but a requirement. Many brands fail to address “the how” behind their sustainability mission, and instead throw around current buzzwords or meaningless blanket statements.

To determine your goals, you’ll first need to narrow in on select sustainability topics. Some of the most pressing categories today, and into the future, include:

• Climate change and the circular economy – reducing plastic use in packaging, reducing carbon emissions, etc.
• Poverty – creating safe job opportunities in regions in need of development, reuse of resources for those in need
• Supply chain and production – produce quality and quantity with limited resources while preserving the environment

Rather than trying to communicate why your brand is sustainable from every angle, come up with three to five actionable goals within your target initiatives to layer into your brand story, long term.

We’ve seen extraordinary sustainability goals and achievements set by prominent organizations, such as Merck Animal Health USA’s commitment to sending less than 20% of its waste to landfills by 2025. Post Consumer Brands has reduced plastic use by more than 1 million pounds. Use these examples as inspiration to define your organization’s role in promoting a sustainable future.

Break down each of your goals into parent topics and develop engaging content strategies for each that showcase your brand’s permanent commitments and actions.

Develop Products with a Sustainable Purpose at the Forefront

Eighty-seven percent of consumers state they would buy a product with an environmental benefit if given the opportunity. Brands can turn their product into not just a short-term solution, but a lifestyle.

Every time a person purchases your product, how does it positively impact our planet? When planning your next product launch, turn to these strong examples of brand purposes that put sustainability at the forefront and encourage an eco-conscious lifestyle:

• Nespresso: Consumers can recycle coffee capsules via mail or at a Nespresso store.
• TOMS: For each pair of shoes purchased, a child in need gets a free pair.
• ‘Merica Clothing Company: For each apparel item purchased, a tree is planted. In addition, proceeds are donated to national park foundations to preserve our earth.
  

Give Customers the Opportunity to Help Beyond a Purchase

According to a study by SmartestEnergy, 81% of today’s consumers prefer purchasing from eco-friendly and sustainably focused brands; however, they feel like they’re making even more of an impact if they’re given the chance to contribute beyond informed purchasing decisions.

Consumers, especially Gen Z and Millennials, prefer to be a part of the solution through their actions. According to a 2020 report, 59% of Gen Z’ers and 55% of Millennials are actively seeking a more environmentally friendly lifestyle.

Keep generational differences in mind when developing messaging for your target customers. Doing so will help your brand open a gate of trust between you and your existing and future customers.

Here are some exciting and inspiring ways to get your customers involved in making strides toward your sustainability goals:

• Hosting an educational or volunteer-based event dedicated to a long-term goal.
• Giving customers the ability to return or recycle expired product or old packaging by mail or at a storefront.
• Creating content that demonstrates how to reuse your product or packaging.
• Developing a social media messaging campaign where consumers can use their voice to advocate for a sustainable future.

Use Caution with Claims

Always be sure to fact-check your claims and statements with legal/regulatory and other relevant departments before publishing a message. Scientific data or reports should always be reviewed, and for improved credibility, sources should be cited anytime you share this information on your website or social media channels. Accuracy is critical, as an untrue claim going viral can lead to a serious communications crisis.

Creatively Celebrate Sustainability Wins

Did your brand reduce plastic usage by a certain percentage this year? How did your customers help you reach one of your sustainability goals? Pull together the facts and share these exciting milestones with your customers on social media, your website, and through email.

Be clever in your approach. Think of ways to use social media reels, videos, stories, and more to celebrate your biggest wins.

Sustainability is at the heart of how MorganMyers works with its clients for continued success. Our communications and marketing experts are here to help you hash out honest and effective sustainability messaging. Sound appealing? Reach out to us to begin making a positive impact on our planet.