Green marketing involves marketing your products and services to highlight their environmental benefits. Here are six strategies you can use to market your sustainable business.
Sell more eco-friendly products
One of the best ways to market your sustainable business is by creating eco-friendly products. A green product is made from sustainably sourced natural materials and minimizes landfill waste.
Sustainability becomes a core aspect of your business story when you create environmentally friendly products. For instance, Nike’s sustainable footwear is produced with at least 20% recycled material.
Every time a customer buys a pair of Nike shoes that are made from sustainable materials, they’re reminded of Nike’s commitment to the environment.
Choose the issue that’s important to you
When you talk to customers about your sustainability efforts, focus on the one or two issues that are most important to you. When you narrow your focus, your message becomes more believable, and you differentiate yourself from your competitors.
It’s also helpful to focus on issues that are specifically impacting your industry. For instance, Starbucks focuses on expanding its plant-based menu options, shifting to reusable packaging, and reducing environmental waste.
Be specific about your sustainability efforts
Did you know that the FTC regulates the claims businesses can make about their sustainability efforts? Companies can’t make vague, generalized statements about their products being eco-friendly without having data to support those claims.
If you choose to advertise your company’s sustainability efforts, you should be specific about the actions your company is taking. For instance, if you claim your product is non-toxic, you should provide reliable data proving it’s safe for people and the environment.
And when you’re specific about your business’s sustainability efforts, you avoid greenwashing. Greenwashing is a deceptive marketing practice where companies overstate the positive impact they’re making on the environment.
“It’s a good idea to create a sustainability page on your website that outlines the steps your company is taking to improve the environment. A sustainability page creates transparency with your customers and shows them you’re not just engaging in greenwashing.”
Get certified
Getting a third-party certification is an excellent way to show credibility to your customers. In fact, most customers will often seek out companies with a well-known environmental seal or certificate.
When a company receives a third-party certification, it demonstrates that they’re committed to improving the environment over the long run. Here are a few third-party certifications you can receive:
- LEED: If your building is LEED-certified, it was designed and built to improve energy and water efficiency, minimize CO2 emissions, and improve indoor air quality.
- B corp: If you run a certified B corp, your company meets the highest social and environmental performance standards. Your company will have to undergo a rigorous evaluation before getting certified.
- Green Business Bureau: The Green Business Bureau offers an online certification program that helps companies become more sustainable. There are over 400 green initiatives companies can choose from.
Create a sustainability page on your website
It’s a good idea to create a sustainability page on your website that outlines the steps your company is taking to improve the environment. A sustainability page creates transparency with your customers and shows them you’re not just engaging in greenwashing.
Your sustainability page can include the following information:
- Short-term and long-term sustainability goals.
- Specific steps your company has taken to improve the environment.
- Any environmental wins your company has achieved.
- Partnerships with other mission-driven companies.
For instance, Patagonia’s website includes detailed information about the materials used in its clothes, suppliers, and facilities. The company also includes specific data about the improvements it has made so far.
Support environmental initiatives
Back up your sustainability efforts by supporting environmental issues. For instance, you can donate to a cause you care about or assist a local environmental cause. And partnering with local vendors or suppliers is a good way to reduce carbon emissions.
CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.
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Story by Jamie Johnson, CO, U.S. Chamber of Commerce
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