Ethical consumerism is no longer a trend, it’s quickly becoming a driving force in fashion, energy and careers. Within the B2B space, I’m seeing this mindset spill over into the boardroom, says Kate Garratt, of The Marketing Pod.
Decision makers increasingly seek suppliers who prioritise ethics and transparency. A report from Bain & Company found sustainability is a top consideration for B2B buyers and that 36% would leave suppliers that don’t meet sustainability expectations1.
Yet, it’s not enough to sprinkle some sustainable buzzwords around a product or swap out images with something a little greener and call it a day. To be taken seriously, brands need to communicate their sustainability story in a way that is backed by data and resonates with their audience.
A genuine commitment
Companies seeking long-term relationships with their customers need to demonstrate a genuine commitment to sustainability. Clearly and transparently communicating how your sustainability journey is progressing, and raising awareness about your sustainability achievements, while explaining the reasons and challenges behind missed targets or goal adjustments is what builds authenticity, nurtures trust, and eventually creates loyalty.
As instances of greenwashing increase, shouting about your sustainability efforts can seem intimidating. But I’ve seen first-hand how, when done right, thoughtful green marketing brings customer loyalty and employee advocacy.
Establishing your sustainability goals will vary based on your starting point, the sector in which you operate, the size of your operations, and how engaged your workforce is. It is also important to consider that, once those goals are set, you might need to make adjustments based on how fast your organisation progresses, and what obstacles it faces along the way.
Do this consistently. Businesses that embed long-term environmental, social and governance (ESG) strategies – think years, not months – are poised to maximise the success of their sustainability communications.
Stop and think
Naturally, it would seem like good commercial sense to positively showcase every green initiative. While it’s great to celebrate green wins, it’s essential to first reflect. Are the sustainability claims proven? Are they making a measurable difference compared to competitors? Or are they just meeting a legal requirement?
Remember that authenticity is key, and consumers (as well as trade bodies) can spot amplified statements a mile off and won’t be shy about calling organisations out on it. You only have to consider some green marketing examples from recent years to see how a well-intentioned campaign can backfire.
Last year, Air France claimed it enabled people to “travel better and sustainably” and Lufthansa urged passengers to “fly more sustainably”. As a result, the Advertising Standards Authority (ASA) banned the adverts and labelled them misleading to customers.
No brand wants to be criticised for greenwashing – essentially, pulling the wool over people’s eyes about your environmental impact. Yet, when the Competition and Markets Authority (CMA) co-ordinated a global review of randomly selected websites, it found that 40% of green claims made online could potentially be misleading consumers2.
It seems the danger of greenwashing – even unknowingly – is a very real risk. As a result, I’m seeing an increase in B2B businesses looking to develop a robust strategic sustainability communications plan that’s based on truth rather than wishful thinking.
Building a framework
Strategic sustainability communication may sound almost manipulative. But thoughtful, well-planned corporate communication can be a force for good, helping brands show what they care about and how they plan on doing better.
Before starting your strategic messaging, it’s a good idea to have a solid ESG framework in place. Think of it as a guide for your communications, keeping your statements aligned with your actions. Example frameworks to consider are those provided by B-Corp and the United Nations – two well-known players in sustainability that everyone trusts. Frameworks such as these will help build your strategic communications campaigns on measurable, realistic and science-based objectives.
When it comes to building your sustainability messages, ditch vague terms that don’t have a standard definition, such as “green”, “clean” and “eco-friendly”. Instead, be specific: for example, replace “green energy” with “electricity from solar PV”.
Instead of saying, “We’re doing what’s right for the planet,” tell people exactly what you’re doing. For example, “We’re cutting our CO2 emissions by 50% by 2025.” Sounds much better, right?
If you’re just starting on your sustainability journey, it might be tempting to keep quiet. However, silence – the so-called ‘greenhushing’ – is also not always a good strategy. Carbon disclosure obligations compel large UK companies to reveal their annual energy use and GHG emissions. But even if you’re not legally required to share your carbon reduction progress, being open about your efforts has benefits. It’s a great way to connect with customers and stakeholders to build trust and ultimately establish brand advocates.
The right support
With stricter carbon reduction targets on the horizon, meeting ESG goals – whether voluntary or mandatory – is inevitable for all businesses. As we’ve established, good intentions might not be enough – clear and science-backed sustainability objectives and communicating them effectively to customers and stakeholders are key.
Seeking support in planning and delivering an effective sustainability communications plan can be beneficial. The dividing line won’t be between those who meet the coming Net Zero and ESG targets and those who don’t, but between those who simply comply and those who lead.
References
bain.com/insights/how-to-master-art-of-selling-ceo-sustainability-guide-2024
UK Government, ‘Global sweep finds 40% of firms’ green claims could be misleading’, gov.uk/government/news/global-sweep-finds-40-of-firms-green-claims-could-be-misleading
