Have you been paying attention to the growing importance of sustainability in today’s world? With climate change at the forefront of people’s minds, more and more folks are choosing to support sustainable brands and products. In fact, a recent study showed that a whopping 59% of people are either already boycotting or planning to boycott unsustainable brands. With consumers becoming more aware of their purchasing decisions’ impact on the environment, it’s more important than ever for businesses to step up and prioritise sustainability communication. Of course, the term “sustainability” has been thrown around a lot lately, and it can be tough to know who is truly walking the walk, if you know what I mean.
But here’s the thing, being sustainable isn’t just about adding a few eco-friendly slogans to your website, adding some eco-friendly options to your product line or slapping a green label on your packaging. It’s about making a real, comprehensive and lasting change in the way you do business. With the cost-of-living crisis and all the other challenges out there, it’s easy for sustainability to fall by the wayside.
That notwithstanding, now more than ever, businesses need to prioritise sustainability, make it a core part of their culture and communicate their sustainability credentials clearly to consumers.
Brands that effectively communicate their environmentally friendly manufacturing processes and the positive impact of their products are more likely to differentiate themselves and build brand loyalty.
Here are the four reasons to prioritise communicating sustainability credentials to your customers.
Consumers are actively searching for sustainable brands:
With the rise of conscious consumerism, more and more people are using search engines to research the sustainability of brands and products before making a purchase. By prioritising communication of your sustainability credentials, you’ll be more likely to appear in search results when consumers look for sustainable options. Fanfare uses its sustainability credentials to rank high on google. By creating content that communicates your sustainability credentials, you’ll be more likely to rank well in search engine results, increasing your brand’s visibility to potential customers.
Sustainability credentials can differentiate your brand:
With so many brands vying for consumer attention, it can take time to stand out from the competition. Communicating your sustainability credentials can help differentiate your brand from others, making it more attractive to conscious consumers. Been, a sustainable fashion brand in London, sets itself apart from the competition from its effective communication.
Transparency builds trust:
Consumers are more likely to trust and engage with brands that are transparent about their sustainability efforts. By openly communicating your sustainability credentials, you’ll be more likely to build trust and loyalty with conscious consumers. For example, Allbirds, a sustainable shoe brand, has effectively communicated their sustainable practices and has a loyal customer base who appreciate the brand’s commitment to sustainability.
Positive media coverage and increased brand awareness:
By communicating their sustainable practices transparently and honestly, brands can increase their brand awareness and receive positive media coverage. For example, Thaely, a sneaker brand that makes shoes from waste materials, received over 10 million impressions in a few days in the media around the world after they communicated their manufacturing process in a promotional video. They were able to leverage this exposure to not only attract environmentally conscious consumers but also build brand loyalty and receive millions of dollars worth of free press.
Increase conversion rates:
Brands can leverage their sustainability story to increase conversion rates, especially if they promote on platforms with integrated e-commerce capabilities. Platforms like Fillip App enable brands to convert their promotional video content to shoppable videos, allowing consumers to stay informed and make informed decisions in one place. This allows brands to share their story, increase their conversion rates and make it easy for consumers to purchase sustainable products.
In conclusion, communicating sustainability attributes is crucial for businesses in today’s market. Brands that effectively communicate their environmentally friendly manufacturing processes and the positive impact of their products are more likely to differentiate themselves and build brand loyalty. Platforms like Fillip App can help brands share their stories and sustainable practices, increase their conversion rates and make the discovery and purchase of brands’ sustainable products seamless.
We encourage brands to boldly share their promotional video content on social media or dedicated platforms that promote brands’ sustainability credentials via videos like Fillip App.