Earning your green card

The importance of eco-friendly marketing messages

At no point in history have brands faced the sorts of challenges that they do today. Growing competition, saturated markets and quick-evolving tech. Yet one of the biggest trials brands now face is how to connect with consumers as they become more environmentally conscious. With the future of the planet hanging in the balance, consumers are now more mindful than ever and this is impacting the products that they buy. In the modern day marketplace, it’s simply not enough to say that your business is green, now you have to prove it. This makes the way businesses communicate with their customers more important than ever before. So, why is it worth investing in eco-friendly marketing messaging and what can brands gain as a result?

Go big or go home   

First of all, brands need to remember that if they are going to begin including sustainability messaging in their marketing collateral then it needs to be watertight. Consumers can sniff a greenwash marketing message from a mile away, so for it to land right, authenticity is key. One only has to whisper the words ‘emissions scandal’ to send shivers down the spines of marketeers the world over. The irreparable damage cause by VW’s dishonesty is the stuff of nightmares. If there’s one lesson to be learnt, it’s that customers are not to be duped. If your green credentials are going to be included in your marketing messages, make sure that they are 100% true. Fact-check, and then fact-check again.

Leading the charge

But investing in proper, credible eco-friendly marketing messaging
is no cheap marketing ploy nor is it a fad that will flicker away with the
winds of change. For, despite the gloomy undertones, climate change can
actually offer brands a chance to get one step ahead of the competition.

Consumers are now backing brands that are helping the environment
and those leading the charge have lots to gain by positioning themselves as pioneers.
Ethical brand apps such as ‘Good on You’, reveal the appetite consumers now
have for sustainability. One such brand leading the way is R&T client Flogas, who recently announced
their ‘2040 Vision’ to provide 100% renewable
energy to its customers by 2040. It was a bold move and one that has gained a
large amount of media interest, solidifying them as industry innovators.

If you’ve got it, flaunt it

With extensive government policy coming into play, it’s no longer just
about predicting consumer opinion. The likes of the government’s ‘Net Zero’ and ‘Road to Zero’ policies mean that nearly
all brands will need to get on board with nationally set targets sooner or
later. So, with the amount of time and money spent bringing greener energy
policies into effect, does it not make sense to shout loud and proud about your
brand’s achievements? Our advice would be, don’t let an opportunity to show how
great your brand is pass you by.

The takeaway

What eco-credentials really show about a brand is that it cares.
Consumers make the connection that brands that care about the environment, in
turn, care about their customers. If you haven’t done so already, now is the
time to begin investing in your eco-friendly measures. As communication
specialists, we know the benefits the right type of messaging can deliver and
how to get your message across. If you’re curious to know more about how this
can be done and would like to tell your own green story, get in touch with our experienced
team today.