5 Ways to Showcase Your Brand’s Commitment to Sustainability
In today’s world, sustainability is becoming increasingly important at a rapid rate. Sustainability is a necessity for the continuation of life on earth, and consumers are using their purchasing power to accelerate positive change. Did you know that 71% of consumers would pay more for sustainable brands and 57% of consumers would change their shopping habits to reduce their environmental footprint?
Businesses that don’t actively and publically prioritize ESG (Environmental, social, and governance) are quickly losing consumer support. This is especially true for emerging companies, and is a bit slower to hold true for long-standing behemoths like Pepsi and Amazon.
If your business is going to stand a fighting chance in the modern world, you have to do two things: first, commit to sustainability, and second, integrate that core value into your branding.
1.Make Sustainability a Core Value
Anyone can say they care about their people and the planet, but not everyone puts their money where their mouth is. Corporate sustainability is often all talk and no action. Make sure you’re taking real action and living this value in all that your brand does, and showcase this action in your marketing efforts. Make sure that potential customers can easily find information about your commitment to sustainability on your website and social channels.
2.Prioritize DEI
Treating people right is equally as important as treating the planet right when it comes to sustainability. By fostering an inclusive workplace, you invite a more inclusive audience as well. Plus, there is loads of evidence that diversity in the workplace boosts productivity and profit. Simply put, it’s the right thing to do. Just remember, DEI is not some one-time check-a-box type of thing - it has to be an ongoing part of your business strategy. Make sure that your DEI efforts translate into your digital content.
3. Practice Transparency
Transparency is always valued and appreciated, but it’s becoming non-negotiable for businesses today. Over 90% of consumers say transparency by a brand is important to their purchase decisions. A great way to practice transparency is through storytelling. Utilize video content to communicate your brand’s mission, vision, and values, as well as the actions you’re taking to uphold them and the areas where you aim to improve.
4. Regularly Incorporate Educational Content
Nowadays, people want more than just a product or service from businesses - they want to know how their purchase can make a difference in the world. Create content that educates your audience about why sustainability matters to your brand and what you’re doing about it. Demonstrate how your business cares about the big picture, and not just personal gain.
5.Utilize Digital Marketing to Make a Positive Impact
Digital marketing can be a powerful tool for spreading brand awareness and making a positive impact in regards to your company’s higher purpose. By growing your following and building an engaged community you empower your audience and your brand to make a real difference in the world. In addition, your brand can showcase its commitment to sustainability and environmental responsibility by hosting virtual events and focusing on social media marketing to reduce waste.
People care about what your brand stands for, not just what it sells. Show them that you care too. Live your values in all that your company does, and lean on your sustainability efforts as a competitive edge to stand out in the crowded digital market. Let our agency help you achieve your goals and connect with like-minded consumers. Contact us today to learn more.
