It doesn’t matter what you’re selling, people want to know where your sustainability radar points. If you’re not even sure what eco-direction your business is heading in, you can forget generating new business for a while. Not only because consumers are more switched on than ever to climate change and the important role we all play, but because in time, there will be legislation that demands us to be accountable.
Table of Contents
Accreditation or a money pit?
What you’ll be surprised to learn, is what consumers really want from a brand. We hate to say it, but a meaningless A, B, C, D, E rubber stamp of approval (you know who we’re getting at here) is not something they’re looking for. Why? Because consumers don’t really understand (or care) what it means to have this industry-familiar standard. They want detail.
Accreditations are great, because they’ll get you thinking and ticking boxes you weren’t even aware existed. But they don’t tell your consumers what your doing. There’s no story for them to invest in, so they don’t invest their money in you.
So if a stamp of ‘green’ isn’t going to sell your business off the bat… what can you do? Let us take you through the aspects of your sustainability journey that you should be promoting in order to win new business and attract consumers.
1. Transparency: Let Them In on the Details
Customers want to know what you’re doing behind the scenes. They’re not satisfied with vague statements like, “We’re doing our part for the environment.” If you’ve made changes, whether it’s reducing carbon emissions or switching to sustainable materials, explain how you’ve done it. Share your numbers, and outline the steps you took to make these changes. For example, if you reduced your carbon footprint by 10%, explain whether it’s through using renewable energy, optimising logistics, or reducing waste.
Being transparent about your actions and their impact creates credibility. When you show your customers exactly what you’re doing – rather than relying on industry jargon – they’ll understand and appreciate the effort you’ve put in. Transparency builds trust, and trust drives loyalty.
2. Authenticity: Be Honest About Your Efforts
We’ve all seen those companies that plaster “eco-friendly” on their packaging, but when you dig deeper, it’s clear that they haven’t made any substantial changes. Consumers are aware of this, and they don’t appreciate it. Authenticity is key. They don’t expect you to be perfect, but they do expect you to be honest about where you are on your sustainability journey. Consumers seeking a sustainable brand will absolutely do their research when finding yours.
If you’re still working on reducing your carbon emissions, share your plan. If you’re improving your waste management systems, let people know what steps you’re taking to get there. Consumers want to feel like they’re part of your journey, not just your success story. They want to support businesses that are genuinely trying to improve, not just those that claim they’ve already “made it”.
3. Community Involvement: Show You Care About More Than Just Profits
Sustainability isn’t just about what happens inside your business; it’s about your wider impact. Are you supporting local green initiatives? Are you working with other businesses to create a more sustainable future? Consumers care about how businesses are contributing to the community and to global environmental efforts. Your sustainability efforts should extend beyond your own operations and touch on bigger, global causes.
Show your customers that your commitment goes beyond making a profit. Are you helping to protect local wildlife or supporting charities focused on climate change? These community-based efforts can make a significant difference in how consumers perceive your brand and can make them feel like they’re part of something bigger by supporting you.
4. Accessibility: Make It Easy for Consumers to Get Involved
Sustainability isn’t just a buzzword; it’s a movement, and consumers want to be part of it. But to get them involved, it needs to be accessible. If you’re offering sustainable products, make it clear why and how they’re better for the environment. If you’re providing services, highlight how your approach reduces waste or carbon emissions compared to traditional methods.
You can also encourage your customers to join in. For example, can they recycle your packaging? Can they return products for reuse or share your sustainability efforts on social media? Offer practical ways for your customers to engage in your sustainability initiatives, and they’ll be more likely to feel like they’re making a difference, too.
5. Tell Your Story: Bring Your Efforts to Life
Accreditations and certificates are important, but they’re not enough to get people excited about your brand. What will engage your customers is the story you tell. How did you get started on your sustainability journey? What challenges have you faced, and how have you overcome them? The more you can personalise your sustainability efforts, the more consumers will feel connected to your brand.
Tell the story of your efforts – from the very beginning to where you are now. Show the milestones, the learning experiences, and the successes. When your customers feel like they’re part of the story, they’ll be more likely to invest their time and money into supporting you.
The Bottom Line: Build Trust and Loyalty
If you can demonstrate that your brand is truly committed to making a difference – that your actions are genuine, transparent, and in alignment with your customers’ values – you’ll earn their trust. And when you earn trust, you build loyalty.
Sustainability is more than just a marketing tool; it’s a powerful way to connect with your audience. Consumers are looking for businesses that walk the walk, not just talk the talk. If you focus on transparency, authenticity, community involvement, accessibility, and storytelling, you’ll find that sustainability isn’t just a buzzword – it’s the key to growing your business and attracting customers who genuinely care.
