It’s a massive hot potato right now, as is greenwashing/bluewashing etc.
But are we telling our customers about the sustainability or ESG (Environmental, Social & Corporate Governance) that we’re active in as an organisation, which can be the distinction between us and our competitors, add value to our offering and allow our perfect customers to see who we really are?
Sustainability & ESG should be part of your organisation’s brand values and brand statement, and offer an insight into the culture and personality behind the brand.
A recent article in edie.net highlighted a survey of marketers identifying that 54% of those surveyed agreed consumers needed more education around sustainable choices and actions and that brands are in a great position to help.
However, apparently, many marketers (or those in marketing roles) were nervous, uneducated or weren’t sure how to communicate these brand stories to the marketplace.
In my opinion, there’s no time like the present to start creating a brand story and marketing communications around ESG and sustainability for every brand and organisation.
In many countries around the world, the propensity to decide to pay more for a sustainable product is growing rapidly, driven mainly by the Gen Z & Millenial generations.
But it can be a scary prospect, because hand in hand with ESG & sustainability claims, goes the possibility of green/blue-washing interrogations and accusations; ie. brands that claim to be ‘sustainable’, ‘ethical’ or ‘carbon zero’, that in fact use these terms & some activities to hide other activities that are not contributing to sustainability and in fact may be negating the sustainable activity identified in the first place.
However, that’s not to say we, as brands and people, shouldn’t be shouting about what we ‘do good’!
If we plant trees, then tell people.
If we offer employment to those who may not qualify elsewhere, then tell people.
If we have a CSR policy & validating activity, then tell people.
You may not have fully achieved a full status yet, but you can say that you are working towards a particular target, the activities you are involved in that contribute to, or that you are (actively!) researching alternative solutions to negate something that perhaps isn’t seen in such a positive light (as long as you can show evidence of this!).
Just because small brands are small brands, doesn’t mean that they haven’t got plenty of sustainability & ESG activities that can be presented in the right way, with the right message.
Usually, they are more agile & can create these advantages more easily than bigger corporates, and have less to hide behind.
So if you’re brand isn’t speaking in the language of sustainability and ESG, why not?
Have you identified the activities that contribute?
Are you nervous about telling the world what you do?
Perhaps you think it’s not necessary? (Let me just whisper in your ear… it definitely is!)
If this resonates with you, or you’ve not even thought about your ESG & sustainability brand story as yet, why not give me a shout & we can discover some great marketing messages to help build your brand presence and reputation against your competition.