Why Your Audience Cares About Your Sustainable Business Practices

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And how to show them through digital marketing


The last year has been unprecedented in more ways than one. We’ve seen huge shifts in the markets. We’ve seen pictures of crystal-clear water in Venice and heard birdsong that seems deafening in the absence of noise from traffic and aviation. We’ve seen first-hand how our day-to-day habits affect nature and the world around us.

At the same time, we’ve had an underlying fear of Covid. The fear of the illness itself, the immediate and wider economic impact, and the fear of losing employment. The last year has made many consumers more cautious in their purchases.

The compound effect is that shoppers are asking themselves questions. Do I really need all these things? How can I make my belongings last longer? How can I lead a simpler life?

Consumer Connection

When supermarkets prioritised delivery slots for the vulnerable, many customers turned to farm shops and local businesses for their weekly shop. With an increased connection to their produce and the people who work to create it, many consumers haven’t looked back; they continue to buy locally and seasonally, appreciating where their food comes from, and a higher quality product.

Specialist online marketplaces have begun to emerge, helping consumers to discover brands that have the best sustainable practices.

The Clothes Less Travelled

Consumers expect brands to step up. They no longer want clothes that have been transported across the globe. Trends have moved away from fast fashion and customers are now buying garments to last. We’re buying less, and buying for the life of the product.

There are lots of great stories to tell across the fashion industry. For example, some fashion brands are making scrunchies and facemasks from fabric offcuts, even going so far as to use offcuts from other brands in the same factory.

Some luxury brands now offer garments for life, giving customers the opportunity to send clothes back for repair when necessary.

Sharing is Caring

As shoppers become more aware of their own impact on the environment, they are looking to their favourite brands to show leadership and make a positive impact. How should businesses tell their audience that they have sustainable and responsible practices?

With a new set of values in mind, it can be difficult for customers to shop with confidence. If brands are not transparent about how they operate, or don’t tell the story of their responsible actions, they risk losing out to their competitors.

For premium brands that specialise in heritage, luxury, and well-made products, consumers are looking for sustainable credentials when they choose their purchases. Show your brand’s story through all your marketing – it’s a powerful message, and customers love to know. Consumers want transparency, so if your business has been doing something a certain way for many years, celebrate this with social media posts.

For brands that have work to do on sustainability, put your message clearly your website. Show the progress you’ve made so far and the values that underpin those actions. If you’re on a sustainability journey, make pledges and commit to a timeline. Outline the steps you will take and the changes you will make. Consumers don’t expect you to do it over night, but they do expect the brands they support to make progress.

How Premium and Luxury Brands can Share their Responsible Practices:

  1. Celebrate and publicise your journey so far. Give regular updates on your sustainable and responsible practices. Post your progress on your blog, your news stories and across social media to show your audience how far you’ve come and what you’re doing. Social media is a ideal way to get attention for your sustainable and responsible activities, for example, post ‘before’ and ‘after’ images as you find ways to reduce your company’s waste.
  2. Get your audience involved: ask for opinions when you choose new, more sustainable packaging. Find out what changes customers want to see from your brand, and use polls and questions to discover what is important to them.
  3. Take key facts and figures from your blog posts and turn them into reels. Use eye-catching logos and stamps in your communications to bring authority and awareness to your efforts.

A brand that doesn’t show its responsible business practices is in danger of missing out on customer support: consumers want to know that they are having a positive impact with their purchases.

Many businesses are sharing their sustainable journey. If your brand is not, you’re likely to lose sales to competitors. The movement towards sustainability will only get stronger, so it’s time to take action.

If you need help with your digital marketing strategy, Coleman Hammond’s Consultancy Service will help you show your audience what you’re doing right. Book a discovery call now and we’ll help you change the world.

Kerry x

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