Being a sustainable business right now is in.
Brands like Allbirds, Toms, Trader Joes, Ben & Jerry’s, and Warby Parker are all sitting at the cool kid’s table — as they incorporate sustainable practices into their business, as well as work towards making the world a better place through other initiatives (such as Warby Parker’s Buy a Pair, Give a Pair program).
Meanwhile, brands and companies that are still prioritizing just profits — as opposed to the triple bottom line (people, planet, and profit) — are nowhere close to sitting with the cool kids.
That’s because consumers are seeking out sustainable, eco-friendly, socially conscious brands more often than those that simply care about making money. According to a 2019 U.S Consumer Sustainability Survey, 2/3 of consumers consider sustainability when making a purchase and are willing to pay more for a sustainable product.
As a result, more and more companies are shifting their focusing to becoming more eco-friendly and socially-conscious. According to Neilsen, the sustainability market is projected to reach $150 billion by 2021.
So yeah, it’s a growing market.
But actually becoming a sustainable business is half the battle. In order to be a successful sustainable business, you have to communicate your commitment to the cause effectively. This is especially important for your website, where your consumers often interact with your brand for the first time. And first impressions are everything.
So, to help you properly relay to your consumers how eco-friendly and sustainable your business is, follow these tips for how to be authentically green on your website.
Incorporate a Dedicated Page Talking About Your Commitment to Sustainability
One of the easiest and most important aspects to include on your website to illustrate your commitment to being a sustainable brand is including a dedicated “Sustainability” page (‘Our Mission’ or ‘Our Values’ are a couple of other options on what you can name this page).
Essentially, this page gets into the nitty-gritty of why you’re business chooses to be sustainable, why it’s important to you, and why it matters to them.
Sustainable 9, an eco-friendly modern home builder in Minnesota and a client of our’s, uses a dedicated ‘Sustainability’ to convey their values.
It doesn’t have to be terribly extensive or elaborate. Instead, this page should be a high-level look at your company’s mission to better the world with your products or services. Just remember to make sure it’s clear why the consumer will benefit from their decision to work with a sustainable brand.
Write Blogs Referencing Sustainable News
Being involved in the sustainable market and industry is also a great way to show how much you value being an eco-friendly business. Aside from participating in sustainable events and conferences, you can also stay involved by writing about the latest news in sustainable news on your blog. You can include everything from what your business is doing to better the world and environment, what other sustainable brands are doing, tips and tricks on how your consumers can live healthier lives, and many, many more topics.
Take a look once again at Sustainable 9’s website to see what a good sustainability blog looks like.
Notice that there aren’t just blogs that focus on eco-friendly topics. It’s important that you also speak on what your core service offering is as well in your blogs and articles. For Sustainable 9, they are an eco-friendly, modern home builder. So, there are plenty of topics that touch that idea as well.
You don’t want to pigeon hole yourself with your content or your website by just talking about how you’re sustainable. Your products and services still need to be worthy of purchasing from a quality standpoint.
No one will care if you’re a sustainable company but your quality is lackluster.
Promote Any Sustainable Certifications or Badges, as well as Stats Proving Your Mission
This is a great way to avoid being viewed as greenwashing — which is the practice of making misleading claims about the environmental benefits of your product or service.
If your industry gives out awards, certifications, or memberships for being sustainable, work hard to get those and then make sure to promote them on your website. This allows your website users to be able to see that you have the hardware to back up your claims of being sustainable.
Within the homebuilding industry, there are many different certifications and badges home builders can get, and Sustainable 9 showcases them on their site.
Another great way to prove your worth as a sustainable business is by using stats. For Sustainable 9, this means referencing their energy efficiency ratings of the various tests you can perform on a home to test its sustainability.
For your business, it might mean showing stats for how much waste you’ve reduced, how many families you’ve helped, or how much money you’ve donated. Whatever it is that you’re sustainable mission works towards, having the stats to prove it is a great way to avoid being seen as greenwashing.
Remember, Be Honest and Be Transparent
Above all else, when it comes to your website, be honest and be transparent about your business. Recent studies have shown that 86% of Americans believe that transparency from companies is more critical than ever before.
So, make sure that you’re authentic, truthful, honest, and descriptive when it comes to your website content. Consumers want to know the whole you — what you stand for, what your mission is, and who makes up your company.
And, if you need help with that, we’re here to assist.
Now good luck and happy marketing!