At the end of 2024, I was working on a sustainability statement for a large company.
It made me think about how much the sustainability communication landscape has changed over the past few years, and how much more challenging it is now for companies to present their messages.
As consumers grow more and more environmentally conscious, brands must not only integrate sustainable practices into their operations but also communicate these efforts clearly.
For copywriters and brand marketing managers, this involves crafting a brand voice that appeals to eco-aware audiences. This article provides practical tips on how to achieve this, including:
- Understanding changing consumer expectations.
- How to use behind-the-scenes content to communicate sustainability.
- How to avoid accusations of greenwashing.
- How to achieve consistency in green messaging.
Why Sustainability Is No Longer Optional — Research Data
Sustainability is now a requirement for brands. Consumer expectations for sustainability have undergone a significant transformation, mirroring a broader societal movement towards environmental consciousness.
Most likely, the change is not a temporary trend; it represents a fundamental shift in how consumers view their role within the ecosystem and their impact on the planet.
In the past, sustainability was often seen as a niche concern, primarily advocated by environmental activists and a small group of eco-conscious individuals.
However, as climate change and environmental degradation have become pressing global issues, public awareness and concern have surged.
This shift has led to noticeable changes in consumer behavior, with sustainability now playing a crucial role in purchasing decisions across various industries.
Today, customers demand more than superficial commitments to sustainability. They seek transparency and accountability from companies, preferring brands that not only commit to sustainable practices but also demonstrate tangible results.
A joint study by McKinsey and NielsenIQ reveals that consumers not only express a desire for sustainable products but also back this preference with their spending.
How much more are consumers ready to spend on green products? According to Deloitte’s ConsumerSignals, while inflation has slightly dampened demand from its 2021 peak, sustainable products still maintain significant appeal. Consumers are increasingly rewarding innovative brands that fulfill their sustainability commitments, often willing to pay a 27% premium.
Another recent survey reveals that two-thirds of Americans believe sustainability should be the default standard for companies, rather than an option consumers must actively seek out. Furthermore, 44% of respondents support banning unsustainable products entirely, emphasizing a growing demand for businesses to prioritize eco-friendly practices.
However, despite the public interest, sustainability is slipping down CEOs’ priority lists, overshadowed by concerns like AI, growth, and geopolitics.
Yet, sustainability remains critical for younger consumers and business partners, with many willing to switch suppliers over unmet expectations.
As 2030 climate targets near, the pressure to balance realism with action is expected to intensify.
This shift in expectations has also increased regulatory pressure.
Governments worldwide are implementing stricter environmental regulations. In response, many companies are reassessing their supply chains, production processes, and product offerings.
They invest in sustainable materials, reduce waste, and implement circular economy principles.
Moreover, the rise of social media and digital platforms has empowered consumers to hold companies accountable.
Platforms like Instagram and X (ex-Twitter) serve as arenas where brands receive praise or criticism based on their sustainability efforts.
A single viral message can significantly influence a company's reputation, prompting businesses to adopt more sustainable practices to maintain customer loyalty and trust.
As companies face mounting pressures to meet both consumer and regulatory demands, effective sustainability communication becomes critical.
Brands must not only demonstrate their commitments but also communicate them clearly to maintain trust and loyalty in an increasingly eco-aware market.
How brands share their sustainability efforts can significantly impact their reputation and customer base.
Don’t Just Do it, Say it as Well
If your company is already embracing sustainable practices, such as reducing waste, using renewable energy, or sourcing materials responsibly, the next step is ensuring your customers are aware of these efforts.
Offer Transparency
Make sure you are transparent about what you’re doing and how it benefits the environment.
Use your marketing channels — such as your website, social media accounts, email newsletters, and even paid advertisements — to regularly share updates about your sustainable initiatives.
For example, share success stories like how much carbon your company has reduced or the number of products made from sustainable materials. Storytelling is powerful, so focus on the people, processes, and steps behind your efforts.
The more consumers understand the 'how' and 'why' of your actions, the more likely they are to appreciate and support your brand.
Leverage the potential of visual content. Infographics, short videos, and interactive features that showcase your sustainable processes can be effective in capturing your audience’s attention.
These formats make complex sustainability practices easy to understand and digest, allowing you to build emotional connections with your customers.
Post Behind-the-Scenes Content
Customers love to feel like they’re part of the journey. Sharing behind-the-scenes content about how your company practices sustainability allows consumers to see the effort and intention behind your actions.
This could include showing how products are made using sustainable materials, the eco-friendly processes you’ve implemented in your manufacturing, or the partnerships you have with ethical suppliers.
It gives consumers insight into the heart of your company’s commitment, which can help foster a deeper connection and loyalty to your brand.
Behind-the-scenes content can be shared across various formats, from blogs and social media posts to longer videos or even live streams.
Let your team or partners speak directly to your customers about the work they’re doing.
For example, an interview with a sustainability officer or a factory tour showcasing green processes helps humanize your brand while providing valuable, authentic content.
Get and Use Third-Party Certifications and Eco-Labels
Another crucial way to communicate your sustainability is by obtaining third-party certifications or eco-labels.
These certifications, such as Fair Trade, USDA Organic, or B Corp, validate your sustainability claims and provide consumers with the assurance they need to trust your brand.
By obtaining reputable certifications, you can demonstrate to your customers that your sustainability efforts are legitimate and hold up to industry standards.
Incorporating eco-labels on your products not only boosts your credibility but also makes your sustainability claims easily recognizable to consumers.
The next time they’re browsing a store or shopping online, they’ll immediately see that your products meet trusted environmental or ethical standards.
Highlight these certifications on your packaging and across your digital touch points.
For example, a dedicated section on your website could explain what each certification means and how it aligns with your company’s values.
This adds further value to your products and helps solidify your position as a brand that takes its sustainability efforts seriously.
Integrating Sustainability Into Brand Voice
Seamlessly weaving sustainability into your brand’s communication requires a strategic approach that aligns with your brand's values and resonates with your audience.
Aligning Brand Values with Sustainability
Your brand voice should mirror your company's core values. If sustainability is a key value, it should be evident in your messaging.
For example, when promoting a new product, highlight how its production process aligns with your sustainability efforts, rather than focusing solely on its features.
Your audience should feel that your commitment to sustainability is woven into the fabric of your brand identity.
Make sure your brand's sustainability values are consistent across all platforms, from your website and social media to advertisements and packaging.
If sustainability is central to your mission, it should be evident in everything you produce AND communicate to the public.
Consistency will help reinforce the authenticity of your message and show your audience that your sustainability efforts are genuine.
Patagonia exemplifies a brand that successfully aligns its values with sustainability.
The company's commitment to environmental activism is clear in its messaging and actions, such as its Worn Wear program, which encourages customers to buy used gear and repair their existing items.
Authenticity is Crucial
Consumers are highly adept at identifying inauthentic messaging, and any perceived lack of sincerity can damage your reputation.
Brands like IKEA set an excellent example by communicating their sustainability efforts in clear alignment with their no-bullshit tone of voice.
IKEA's authenticity in communicating its sustainability efforts lies in its clear, measurable goals and transparency in progress.
Rather than making abstract claims and speaking in phrases, IKEA shares specific milestones, such as using more renewable energy and reducing waste.
They are upfront about their challenges, openly discussing areas where they are still working toward improvement.
This honest approach, paired with their ongoing commitment to a climate-positive future, reinforces that their sustainability efforts are genuine and not just a marketing tool.
Use Clear and Simple Language
Avoid jargon and complex terms that might confuse your audience. Use straightforward language to explain your eco-friendly practices.
Instead of saying "we utilize a closed-loop system," say something like "we recycle all of our materials and reuse them in production."
If your company reduces emissions through complex technological processes, explain it as "we use renewable energy in our factories to reduce pollution."
Instead of saying "we have a robust sustainability strategy that includes a carbon offset program," say "we plant 100 trees per year to offset the carbon we produce." This simplifies the idea and makes it tangible for consumers to understand.
Instead of using technical terms like "we leverage sustainable supply chain integration," say "we ensure all our suppliers use eco-friendly practices, from farm to factory."
For example, Unilever does this effectively by breaking down their environmental efforts in a way that is both accessible and transparent.
They focus on straightforward language to describe their eco-friendly initiatives like reducing plastic waste or sourcing ingredients sustainably.
Automate Your Resolutions
Tone of voice automation with Writitude can play a crucial role in consistently communicating sustainability efforts, because it allows you to adapt your message across different channels without the risk of deviating from your brand’s core sustainability message.
For example, as your sustainability message needs to be communicated across a variety of media — social media posts, email newsletters, or website content — tone of voice automation tools can ensure that your language stays consistent, whether you're promoting your commitment to reducing carbon emissions or highlighting eco-friendly packaging.
Put simply, Writitude makes sure every piece of communication, even generated quickly, still sounds like your brand and resonates with your sustainability-focused audience.
Use Writitude glossaries to define your brand-specific preferred or no-go terms for communicating sustainability.
For example, you might choose to use terms like "carbon-neutral" or "zero waste" rather than vague phrases like "eco-friendly" or "green," which could be perceived as generic or ambiguous.
Strategies for Communicating Eco-Friendly Practices
Once you've developed a sustainable brand voice, the next step is to communicate your eco-friendly practices effectively. Consider these strategies:
Highlight Specific Initiatives
Instead of making vague claims about sustainability, highlight specific initiatives your brand is undertaking.
This adds credibility and helps consumers understand the tangible impact of your efforts.
Being specific in your messaging is key to making sustainability feel real and not just a marketing ploy.
Instead of vague claims like “green” or “environmentally friendly,” provide concrete examples of what you’re doing to reduce your impact — whether it’s sourcing materials responsibly, cutting carbon emissions, or using sustainable packaging.
Use metrics or clear data to back up these claims. For instance, instead of saying, "We care about the planet," you could say, "We’ve reduced our carbon footprint by 30% in the past year by switching to renewable energy sources for production."
This transparency builds trust and aligns your brand voice with the sustainability actions your company is taking.
Leverage Storytelling
Storytelling enables brands to connect with consumers on a personal level, making sustainability more relatable and meaningful.
Instead of simply stating that your brand is eco-friendly, share the journey of how you achieved it.
For example, instead of just saying "We use recyclable materials," explain the process your team went through to transition to sustainable sourcing, including any obstacles you faced and how you overcame them.
This transparency not only educates your audience but also builds trust by showing your commitment to continuous improvement.
Instead of presenting your sustainability efforts as flawless, share the real-world complexities involved, such as the difficulty in sourcing sustainable materials or the struggle to balance costs with eco-friendly practices.
By admitting that sustainability is an ongoing journey, you create a more authentic and human connection with your audience, positioning your brand as approachable, honest, and genuinely committed to positive change.
Engage with Your Audience
Engagement is key to fostering a genuine connection with your audience and building a loyal community. Instead of just promoting your sustainability efforts, create opportunities for your customers to participate in them.
For example, instead of simply stating, "We plant trees for every product sold," invite your customers to share their own eco-friendly actions on social media, creating a sense of involvement.
By encouraging dialogue and participation, you show that sustainability is a collective effort and that every small action counts.
Encouraging audience participation also creates a platform for learning and sharing. Instead of solely promoting your brand’s actions, ask your community to share their sustainable practices, whether it's reducing waste or using eco-friendly products.
This not only builds a sense of community but also generates authentic user-generated content that strengthens your brand’s credibility.
The more your audience feels they are part of the sustainability journey, the more likely they are to become dedicated supporters of your brand.
For example, the cosmetics brand Lush effectively engages its audience by inviting them to actively participate in sustainability efforts.
Through initiatives like their #LushLife hashtag, the brand encourages customers to share their eco-friendly actions, creating a community around their commitment to ethical practices.
They also provide opportunities for customers to make a tangible impact, such as through product take-back schemes and campaigns like "Naked" packaging, which reduce waste.
Avoid Greenwashing
Greenwashing — making misleading environmental claims — can seriously harm a brand’s reputation.
To avoid this, sustainability claims must be backed by evidence and transparently communicated.
For example, H&M, previously criticized for greenwashing, now provides more transparent information about its sustainability practices.
The brand has detailed its goals around sourcing materials sustainably, reducing carbon emissions, and improving labor practices.
So, What's Now?
By crafting a sustainable brand voice and effectively communicating eco-friendly practices, brands can build trust and loyalty with their audience.
Align your messaging with your brand values, use clear language, and engage with your audience and automate your sustainability messaging to keep it consistent.
By doing so, you'll not only contribute to a more sustainable future but also strengthen your brand's position in the market!
