The Green Wave: Sustainable Marketing Practices for 2024
Put a finger down if you’re feeling the impact of people destroying our planet. Put another finger down if you want to do something about it. If you have two fingers down, this post is a great place to start.
With 75% of young people frightened about the future, you aren’t alone. The current vibe among young people is that even if I didn’t make this mess, it’s still my job to clean it up — which is great, but unfortunate that we are here.
The “silver lining” in our current state is that it’s pushing companies to want to make a change — but we’re so damn busy we don’t know how and don’t have the time to learn how.
This blog outlines why people are going green, ways your biz can switch to sustainable marketing practices, and examples of companies doing right.
The Rise of Green Consumerism
Fear is a pretty good motivating factor. With the doomsday clock still at 90 seconds to midnight, the push for immediate climate action is strong. It turns out the best way to make our voices heard is with our wallets.
People are increasingly aware of the impact of their purchasing power — and we love to see it. Sustainability is a key driving factor for buyers, with 85% of consumers making more “green” decisions.
- 64% of consumers want brands to remove plastic packaging.
- 88% of people want brands to help them be more ethical in their daily lives.
- 72% of respondents are buying more eco-friendly products than they did five years ago.
While drastic change is what we need, baby steps like buying eco-friendly products make people feel like they are doing something tangible. People will pay more for items made responsibly and sustainably.
It seems reasonable to assume that this green trend will continue to grow. Companies that align with consumer values stand a better chance of sticking around.
Now is the time to look at your products, packaging, and how you run your business in a more eco-friendly way.
How to Incorporate Sustainable Practices in Your Business
If you’re looking to make a change, the first thing you need to do is find out how to spot greenwashing and avoid doing that at all costs. Consumers are wise, cancel culture is strong, and the point is to truly make good choices.
Be Transparent
When a company is truly making a difference, it wants to share real facts and figures. Make a dedicated page to share how your green practices. This is where you put your numbers and clear explanations. Keyword you should include on your website (and what to look for on other sites) include:
“footprint”
“annual report”
“impact assessment”
“sustainability report”
Spot Greenwashing: Watch out for questionable wording and a lack of information.
Ex. If clothing says it’s recycled, look for the percentage. Sometimes, using recycled content isn’t very eco-friendly because the recycling process uses a lot of energy. If you don’t see specific numbers, that’s a red flag.
Get Certified
This is a tricky one because not all certifications are equal. In fact, some you can simply buy. Others require renewals, which keeps your company accountable for upholding your sustainability commitments.
From what we can tell, these are some generally trusted third-party programs you may want to consider for your business and in your own purchasing.
If you are confident in your sustainability practices, you can apply to be on apps like Ethical Consumer, or if you’re in the fashion world, apply to be rated Good On You.
Spot Greenwashing: Some companies use misleading branding. Depending on their regional laws, there may not be any repercussions. In reality, they can design a “green” stamp and put it on their packaging.
Be Specific With Buzzwords
Canada passed a law on June 20th, 2024, saying if you make an “environmentally friendly” claim on your product, you have to prove it. Until now, nothing prevented companies from putting an “eco-friendly” label on their products, even if the product is far from sustainable.
These buzzwords can still be used deceptively, so the more information you can provide about them, the better.
Copy should be a tool for storytelling, connection, information and honesty. It should address your target’s pain points and how to fix them. Does your audience feel empowered after their purchase? How can you make them feel good? Scare tactics and buzzwords may grab an initial sale, but a genuine connection with your customers will keep them coming back.
If your product is “non-toxic,” for example, tell them what the industry standard is, why you chose what you did, and the benefits of your ingredients.
Words like “chemical-free” are hard to substantiate because everything is made of chemicals.
Spot Greenwashing: When you use words like “free-of,” the substance can still be present in trace amounts or be marketed on products that never would have contained it in the first place.
Just look at A&W’s page:
…Since 2013 we’ve been serving beef raised without artificial hormones and steroids, and now all our beef is also grass-fed and grass-finished…
But In Canada, the level of synthetic hormone residues that can be left in beef is zero. Seems pretty shady.
Focus on a Circular Economy
Smart business owners are now looking at the circular economy. This idea is about using resources for as long as possible, getting the most value from them while they're being used, and then recycling and regenerating products at the end of their life. Explaining how your brand helps with the circular economy can be a great way to attract customers.
One of our clients, Patent 5 Distillery, has a heavy focus on sustainability embedded into its brand.
Their location is in a historic building, repurposed as a cocktail bar and distillery. They used reclaimed stained glass, doors, wood panelling and other elements from the original building to create their cozy setting.
If they can source the ingredients for their craft spirits from a local supplier, they do. Everything from the grains to the spruce tips and berries are from Manitoba. This means lower greenhouse gas emissions from transport. Nothing goes to waste! Even their spent grains are sent to local farms to be used for feed.
They even invested in a 900-gallon water recirculating system to reduce their water waste, and their whisky barrels are reused.
Anything you purchase from Patent 5 is mashed, fermented, distilled and bottled in-house. Customers are encouraged to return their bottles to Patent 5 for reuse.
These notes are listed on their website and revisited on their social pages to communicate their commitment to sustainability.
Work Remote
We know this isn't possible for every company, but it is for many, and we don't understand why more companies wouldn’t embrace it. Starling Social is a completely remote company, and not only does it offer more opportunity for a work-life balance, there are several environmental benefits.
Reduced Carbon Emissions: Our carbon footprint is lowered because we don’t have people commuting to an office every weekday.
Lower Office Energy Use: Another space means more heating, cooling, lighting, chargers, appliances, etc. We aren’t using any of that!
Reduced Paper Use: We’re all digital. We’re not even sure if any of our team members own a printer. Save the trees!
Less Plastic Waste: Let’s get real, if we’re in the office, were going to be snacking, ordering lunch, even packing lunch! As much as we limit single-use plastics, straws and plastic cutlery still come with ordered food.
Since Starling doesn’t have these overhead costs, it also allows the team to be paid more. It’s a win for everyone. Remote work supports sustainability goals and fosters a greener future for everyone — and we will die on that hill.
Talk About It
Write your story, then tell it. Define your green goals, how you plan to meet them, and let your audience know! It doesn’t have to be all or nothing.
Unfortunately, some parts of going green can have a high initial cost (think solar power), but it’s motivating to see your own sustainability journey unfold, and you will naturally get cheerleaders along the way. Challenges along the way are relatable. Ask for advice, stories, and ideas. This is another way to encourage two-way conversations with your audience.
Use Eco-Friendly Packaging
Everyone sees your product's packaging, and using eco-friendly packaging sends a strong message. Choose materials that can be recycled or break down naturally, like biodegradable options or those made from recycled materials. Show that you care about cutting down on plastic waste and remind customers to recycle—plus, it’s another way to communicate your sustainability practices with your audience.
Make Your Consumer The Hero
Good marketing campaigns focus on what your company is doing right, but great marketing campaigns make your client the hero. It’s their purchase that allows your business to run, which allows the local businesses you support to thrive, which reduces our carbon footprint by limiting cross-country or global trasnportation emissions.
Make sure you’re letting your customers know the impact of their purchases!
Companies Doing It Right
Patagonia
Patagonia, an eco-friendly outdoor clothing company, is often leading the charge in sustainability.
Their motto, "We are in business to save our home planet," rings true. They donate 1% of sales to environmental causes, use recycled and organic materials, and aim to be carbon neutral by 2025. Their program, Patagonia Action Works, connects people with local environmental groups.
Ben & Jerry’s
Ben & Jerry’s Climate justice campaigns are clever, informative, and eye-catching. Their partnerships stress how climate change can be accessible and that we don’t need to focus on fear to make action happen.
Their climate plan, approved by the Science Based Targets Initiative in 2018, aims for 100% renewable energy by 2025 and significant reductions in greenhouse gas emissions by 2025 and 2050. You can track their progress in their Social and Environmental Assessment Report.
Tentree
Karma Wallet rated Tentree the best overall sustainable fashion brand of 2024.
Their plan is to work towards a world where businesses are leading the change we need, placing the planet and people first. Tentree gives back to its communities, creates ethical and sustainable products, and offsets its emissions. They hope to show what a planet-first business can look like.
At this point, every step counts for businesses embracing sustainability. Practices like remote work, eco-friendly packaging, and avoiding greenwashing so consumers can make conscious decisions all contribute to reducing your environmental impact.
When businesses Integrate these strategies, they can contribute to a greener future for everyone. If you’re interested in working with a company that wants to help communicate your environmental action plan, contact us here.
