With so many companies going green to please stakeholders and gain a competitive edge, it’s harder than ever to stand out.
Everywhere you look, brands are revamping their marketing and pushing out sustainability content across social media and the press — to the point of overload.
But despite the noise, there are still untapped ways to rise above the rest. Here are five strategic tips that could set your brand apart in a crowded, eco-conscious market.
Don’t forget social issues
Many companies make the mistake of supporting environmental causes and calling it a day when they should be committing equal time to social causes.
When they don’t, they face high turnover, unsafe working conditions, and regulatory scrutiny when they could be earning 20% higher revenues.
So, before you consider any of these additional tips, ensure your brand upholds social causes as much as anything else, no matter the industry you operate within.
Prioritising case studies
Anyone can say they’re a sustainable business. But to what extent? Audiences never really know.
That’s why brands need to exempt themselves from any controversy by producing regular case studies, showcasing the manufacturing and distribution process, and more, for full transparency.
Other than eradicating scepticism, brands gain the dual benefit of improving loyalty among customers who often pay up to 9.7% more.
So, wherever you’re producing content for your blog or social media, consider dedicating time to a case study to reemphasise your values and show that you’re genuine.
Becoming a thought leader
Whether you’re a sustainable consumer brand or a renewable energy provider, you’ve probably got a host of unique insights others would find value in.
So, why not become a thought leader?
After all, sustainability will remain a top priority for the foreseeable future.
People are actively looking for insights on better domestic policies, emerging technologies, and practical ways to become more sustainable in their own lives.
All you need is a credible role within your business – such as Chief Sustainability Officer – and the confidence and passion for what you do. Everything else will follow.
Besides, sustainability thought leaders often attract fresh talent and investment, and open the door to strategic partnerships, all by building trust and credibility in the market.
Though it can be a while before you see a payoff, it well worth the additional commitment.
Acknowledging your mistakes
Mistakes are bound to happen, and backlashes are unavoidable. But the absolute worst thing you can do as a sustainable brand is not own up to them.
If you do try to hide any issues, you risk losing credibility forever, whereas communicating missteps immediately can strengthen your reputation.
Was the error accidental or a result of poor judgment? What have you learned, and how are you resolving the issue? These are questions that need addressing.
Unless the mistake involves greenwashing, overcoming challenges is all part of building a bigger, better, more sustainable business.
So, don’t shy away from mistakes, embrace them.
Partnering with other brands
If you’ve looked online recently, you might have noticed that many brands are partnering with others on campaigns.
Recent examples include Depop and Vans, Selfridges and the Zoological Society of London, Mother of Pearl and John Lewis, among many others.
These collaborations work well because a shared commitment to sustainability makes them natural partners. But more than that, by combining resources and expertise, they amplify their impact at a fraction of the cost.
So, if you’re looking to improve your brand’s visibility, a strategic partnership could be the smartest move you make this year.
