Marketing

How to Make Your Sustainability Message Stick

by Margaret McNamara Posted On September 26th, 2017 | 1:40pm EST

Most consumers will not dispute that the climate is changing. Most of them will probably agree that as a culture, we need to do better to protect the planet. For the most part, people want to do the right thing but the facts are that when it comes to sustainable purchases only about three percent of Americans buy green or sustainable products. According to a World Economic Forum report, only 44 percent of Americans trust the sustainability claims made by large companies. While these numbers might not tell the whole story, they do give us some guidance on what companies are doing wrong.  

Make it Comprehensible

At its core, sustainability is about science. Your consumers are smart people but science is not easily digestible for the average consumer. When describing your products and their effects on the environment, break it down into simple and clear language. Use images, graphics and videos that help teach and inform your customer without boring or overwhelming them.

Positivity is Powerful

Showing melting ice caps, heaping piles of trash in the ocean, and diagrams of carbon emissions per household are all important pieces of information and necessary for educating the public. However, if you simply portray those issues without offering a solution you run the risk of associating your product with a problem instead of something good. Keep your message positive and your response will be, too.

Communicate Quality

Instead of simply boasting that your products are sustainable, explain why sustainability makes your product better. Why does a greener product mean a better product? Unfortunately, the word “sustainability” has become a buzzword in the industry and consumers don’t always take those claims seriously so emphasize efficiency and quality to make your message stick.

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