Consumers are increasingly conscious of their environmental impact which means marketing sustainable products has become a strategic business move. In fact, products marketed as sustainable grew 2.7x faster than those that were not according to a recent study at the NYU Stern Center for Sustainable Business.

Here are ten effective strategies for marketing sustainable products:

1. Emphasize Authenticity and Transparency

Consumers are wary of greenwashing—companies falsely claiming their products are environmentally friendly. Greenwashing has led to anti-greenwashing legislation making it important to make accurate and transparent sustainability claims to avoid current or future regulation as well as build brand loyalty. Authenticity and transparency build trust and credibility which can increase customer attraction and retention.

Clearly communicate your product’s sustainable attributes. Consider different environmental impact factors to communicate a holistic understanding of the product. Including data can help solidify authenticity and support reasoning for certain choices regarding sustainability.
Use certifications and third-party verifications (e.g., Fair Trade, Organic, B Corp). Trustworthy certifications can help environmentally-conscious consumers easily identify products that align with their personal values.

2. Highlight the Environmental Benefits

Consumers who are seeking environmentally-conscious need to be convinced that your product is more sustainable. Similarly, consumers who may not care also need to be convinced to at least reconsider purchasing more sustainable products. Consumers need to understand the tangible benefits of choosing your product over a less sustainable option.

Use clear, concise messaging to explain the environmental benefits. Make it simple for the average person who doesn’t have a sustainability background to understand. Simple comparisons may be beneficial.
Utilize infographics and visuals to illustrate the positive impact. Consumers may not take the time to read a product label. Be sure to use visuals that capture a person’s attention and easily convey the benefits of your product.

3. Leverage Storytelling

Storytelling creates an emotional connection with consumers, making your brand more relatable and memorable. Consumers may have similar reasons for their personal sustainability values, or they may share a common aspect that may lead them to consider sustainability more in their lives.

Highlight the journey and challenges faced in creating a sustainable product. This can include sharing the origin story of the company or why the company decided to implement sustainable initiatives.
Feature stories of people or communities positively affected by your product. Consumers want to make sure they’re using products that have a positive impact and sharing stories that provide that authenticity can be more appealing.

4. Engage in Cause Marketing

Aligning with a cause can enhance brand image and appeal to consumers who care about social and environmental issues. Consumers can be more inclined to support a company when they know the impact they’re making.

Partner with environmental organizations or campaigns. Companies may plant trees for every item purchased or pick up pieces of trash from the beach. These are tangible actions that a consumer can feel like they’re contributing to.
Donate a portion of sales to environmental causes. Companies may choose to donate to specific environmental organization or can give consumers the agency to choose a cause they want their purchase to contribute to.

5. Educate Your Audience

Consumers may not be aware of the importance of sustainability or how to make environmentally friendly choices. Leveraging consumer education can help build brand trust with eco-friendly consumers and help those who aren’t sustainability focused to become more environmentally responsible.

Create educational content (blogs, videos, infographics) about sustainability. This can be linked to directly from the product by using QR codes, website URLs, or even putting the content directly on the packaging.
Host webinars or workshops on environmental issues and sustainable living. This can be a great opportunity to become a thought leader in the industry and help others become more sustainable too.

6. Utilize Eco-Friendly Packaging

Packaging is often the first physical interaction consumers have with your product, and eco-friendly packaging reinforces your commitment to sustainability. Waste reduction is a common goal among eco-conscious consumers who may choose one product over another based on the packaging and how environmentally-friendly it’s perceived.

Use biodegradable, recyclable, reusable, or post consumer recycled materials. Products whose packaging can be diverted from landfills can be appealing and be sure to accurately educate consumers on proper waste disposal practices.
Minimize packaging to reduce waste. Consumers often look for alternative products that only contain necessary packaging materials, wanting to eliminate the waste they produce.

7. Offer Incentives for Sustainable Practices

Incentives can motivate consumers to make sustainable choices and enhance customer loyalty. Consumers appreciate when they’re recognized for their environmentally responsible choices and may be more inclined to continue purchasing your products.

Provide discounts or rewards for returning used products for recycling or reuse. Consumers can feel like it’s a win-win situation where they’re taking sustainable actions and receiving a discount or reward.
Offer promotions or a loyalty program for purchasing eco-friendly products. This can incentivize consumers to come back to your business in the future to build points or redeem a reward.

8. Leverage Social Media

Social media is a powerful tool for reaching and engaging with a broad audience. Leveraging social media can advertise your sustainability efforts and target your ad campaigns to certain demographics.

Share content that highlights your sustainability efforts. This can be educational posts, funny trends, reposting relevant news, or a combination of it all. Social media can engage consumers that may not have cared before.
Engage with your audience by responding to comments and messages. Answer questions consumers may have or lead them to more information on your website.

9. Collaborate with Like-Minded Brands

Partnerships with other sustainable brands can enhance your credibility and reach a broader audience. Marketing sustainable products together allows both brands to leverage each other for new customers and increase brand awareness.

Co-create products or campaigns with other sustainable brands. This can be a limited edition product, donations to a common cause, or find companies with like-minded values to stock your product.
Participate in joint marketing efforts or events. Engage in similar causes like sponsoring a sustainability event or create a campaign to leverage each company’s strengths.

10. Measure and Communicate Your Impact

Demonstrating measurable impact can validate your sustainability claims and build consumer trust. While many consumers may not search for more specific or validated data to support your claims, many will. Measuring and reporting can help increase brand trust among consumers, support reasonings behind actions investors may have questions about, and identify areas for future actionable impact.

Track and report key metrics such as carbon footprint, water usage, and waste reduction. There are a number of environmental impact factors to consider and it’s important to incorporate them to gain a holistic understanding.
Share progress reports and case studies with your audience. This can help validate your claims to consumers and using charts and graphs can increase comprehension for broader audiences.

The Bottom Line

In conclusion, marketing sustainable products requires a strategic approach that emphasizes transparency, education, and engagement. By implementing these strategies, you can build a loyal customer base that values and supports your commitment to sustainability. Leveraging social media, environmental organizations, and even other companies can help validate your sustainability claims and commitments and facilitate consumer engagement. Being a sustainability leader in your industry enhances brand image and keeps you ahead of regulation and competition.

At CarbonBright, we specialize in developing innovative solutions that enable organizations to conduct Life Cycle Assessments (LCAs), quantify their emissions, and meet stringent regulatory requirements. By partnering with CarbonBright, organizations can achieve a more efficient and cost-effective solution compared to traditional methods. Our scientifically-based approach, aligned with industry standards, ensures accurate and credible results that support your journey towards sustainability and compliance with emerging climate action standards. Contact us to learn more about how we can help you accelerate your sustainability journey and meet the complex requirements of Life Cycle Assessments (LCAs).

‍