Earning your green card9th September, 2019 by Dale Maycock
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.
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.