Environmental marketing and credentials

As you wander down the aisle of your local supermarket, a burst of green catches your eye – a bamboo toothbrush that is biodegradable and sustainably sourced. It is a small but telling example of how environmental marketing can influence consumer behaviour.

Nowadays, the power of ‘green’ is not just in its ability to preserve our planet; it is also a driving force in business. With consumers more aware than ever about the impact of their choices, businesses are being pushed to adopt planet-friendly promotions.

Be authentic when focusing on environmental marketing

However, companies are in danger of falling foul of greenwashing when they slap an eco-friendly label on their products without any real commitment to sustainability. Like those organic apples that are sold in non-degradable plastic bags – it is a superficial attempt at appeasing environmentally friendly consumers who are simply too savvy to fall for it – they can smell inauthenticity from a mile away.

Greenwashing does more than just harm your reputation; it also represents a missed opportunity to genuinely connect with consumers who share your values.

Businesses that go the extra mile to earn environmental accreditations such as Fair Trade, B Corp, or ISO 14001 certifications instantly gain a competitive edge because it communicates their genuine commitment to doing better for the planet and its people.

A badge of honour

Credentials are the bedrock on which you can build your brand’s trustworthiness because although you can say that your products are sustainably sourced, certifications from recognised and trusted third party organisations add that extra level of credibility and authenticity.

However, gaining accreditation is not a checkbox activity; it is a serious and time-consuming process and should become part of the narrative arc in your brand’s story. When you earn and proudly display credentials, you are telling your audience that you have put in the hard work, and furthermore, you can provide the proof.

You therefore need to ensure that the credentials are prominently displayed in all your marketing communications, from your website, social media channels to email signatures and letterheading. Make those badges highly visible and show off your commitment to the planet and its people – it will help you to build trust between your customers and your brand.

Start from the inside out

As well as marketing your green credentials, it is also wise to integrate them into your company culture. Make your environmental commitments part of your mission statement and embed them into your business operations. That way, every team member – from the boardroom to the break room – understands that these are not just buzzwords but rather the foundation of your brand.

Think Patagonia and its commitment to ethical manufacturing or Ben & Jerry’s focus on social justice. These companies have made their credentials part of their DNA, and it shows – not just in their promotions but in the legions of loyal customers they have built over the years.

Make it a two-way street

Environmental marketing is not just about selling a product in a way that shows you care about the world around you; it is about creating a community of like-minded individuals. That is why it is essential to engage with your audience.

Offer them a platform to share their eco-journeys, ask for their input on new products, or let them vote on your next sustainability initiative. Make your consumers feel like they are part of the process, part of the solution and they will feel a sense of unity and inclusion that will build loyalty.

Furthermore, this strategy nurtures a community that genuinely cares about your brand—because they see that you genuinely care, too. This nurtures a level of engagement that leads to brand advocacy and word-of-mouth recommendations, and before you know it, your customer base has grown organically.

The future is green

If you are reading this, you are already one step ahead of the game. Now is the time to revamp your marketing strategy to showcase your true commitment to the environment because the future is green.

If you would like to find out more about how to develop your marketing strategy or would like to gain credentials that will convey your brand in its best light, contact our team of marketing and communications professionals.