The Importance of Sharing Your Business's Environmental Goals on Social Media

By Ginger Abbot

Over the past decade, we’ve seen how social media and sustainability play a leading role in the way businesses operate and market themselves. Together, they have pressured corporations to be transparent about their sustainable practices. These factors unlocked avenues for greater engagement and forced organizations to rethink their role in society. Furthermore, they’ve aligned businesses, individuals and communities to share a purpose. 

However, many brands have yet to figure out how to put the two together effectively. 

The Importance of Sharing Business Environmental Goals on Social Media

The social media and sustainability movement, deemed green marketing, presents over $1 trillion in opportunities for brands that stand by their sustainable initiatives. Although green marketing requires dedication, companies can cater to consumer skepticism about their true intentions when marketing as an eco-friendly brand. 

Further opportunities equal increased payoffs as well. Companies investing in green marketing won’t scare shoppers away from promoting steeper-priced products. Most consumers are on board with sustainability to join the fight against climate change. In fact, 49% of global consumers are willing to pay higher prices for products if they’re sustainable.

Unfortunately for many brands, their lack of connection between environmental topics and daily business operations has resulted in criticism. Vague sustainability claims are known as greenwashing, and companies, particularly in the fast-fashion industry, have this reputation. 

One example is H&M. The company is known for providing unverified details about how their garments pollute less than other garments—misleading consumers.

Greenwashing breaks the trust of data-savvy consumers, and they can tell whether the company is sugarcoating its marketing to produce sales. 

To avoid these marketing techniques, here’s how to build an eco-friendly brand on social media.

1. Stick to an Eco-friendly Unique Selling Proposition

It’s easy to market your offerings as ‘zero waste,’ ‘toxin-free’ and ‘biodegradable.’ Yet, a truly sustainable brand will base its products or services on strategic selling principles that genuinely resonate with its target audience. 

Determine what distinguishes you from the competition and use it for marketing your offer. Whether you operate solely on solar energy or use green materials, make that part of your company’s DNA.

Furthermore, ensure you carry proof. That way, you can attract customers and connect on the same values—making them more likely to stick with you.

2. Share Company Data 

Businesses will get highly specific about their care for the environment. If your brand has a sustainability program, share your results on social media.

Some examples of a successful eco-friendly brand strategy include Xbox creating the world’s first carbon-neutral gaming console. Other brands like Reformation have outlined how much water, CO2 and waste are saved. Subaru also posts YouTube videos about how many trees they replant in areas of wildfire devastations. 

3. Post Behind-the-scenes Content of Sustainable Actions

Consistently reminding followers about your purpose and backing your claims is best for proving your sustainability endeavors. When you open up about your motives, you preserve your company’s reputation and display the focus of your feasible efforts. 

The best way to showcase your sustainability is to communicate the steps your team takes to ensure every business decision has a positive environmental impact.

4. Educate Your Audience

Customers understand your goal is to sell an offer. So, overemphasizing why they need your product or service shouldn’t be your first priority. Instead, consider sharing what they could use to help them become more environmentally conscious.

Promoting sustainable methods on social media authenticates your brand and establishes a social connection to your target audience.

Essentially, you’re working the 80/20 rule—80% of content produced educates, inspires, and entertains while 20% is a direct advertisement.

 

5. Establish Partnerships with Influencers Sharing Your Values

Influencer marketing may have a huge impact on how consumers perceive your company. In fact, 77% of organizations believe their eco-friendly initiatives contribute to an increase in consumer loyalty. And influencer marketing is one way to emphasize your brand’s efforts.

However, you’ll want to ensure their values align with yours. These values might include their commitment to shopping from sustainable brands. Or, they might donate to charities that pledge support. 

When you stay true to your values through partnerships, both parties are more likely to benefit from the collaboration.

Your Sustainability Journey Doesn’t Stop Here

Consumer awareness for sustainability is only going up from here. With that in mind, more consumers will expect companies to cater to their needs. To keep up with the ever-increasing demands, it helps to stay on track with the current trends. You should also view it as a chance to inspire others to join your initiatives. When companies commit to consumer needs for sustainability, they’ll see a positive impact taking place in one form or another.

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