From Guest Blogger Dimitris Papadoupolos: Green Marketing — How to Market your Eco-friendly Business

Emphasing the environmentally-friendly credentials of your business makes sense for the bottom line — a recent Morgan Stanley report revealed that millennials are twice as likely to make sustainable investing decisions than the general population.

So whether you’re directly involved in environmental activities or simply working differently to reduce your carbon footprint, it’s important that this responsible message reaches customers.

To help you capitalise on the positivity of green marketing, here are a few tips on how to market your eco-friendly business.

Ethical fashion

Fashion’s a competitive business and differentiating your brand online and instore is tough.

But ethical fashion brand Rossbelle have found a niche by producing stylish women’s wear that’s as sustainable as possible.

Their designers consider the environmental impact of producing each clothing item in precise detail — and these factors are more influential than profit margins when it comes to deciding what pieces make it from the drawing board to customers’ wardrobes.

This approach appeals to eco-conscious consumers as they’re reassured that there’s no hidden environmental damage associated with the chic styles they love.

Promote sustainability

Even if your main products and services aren’t directly associated with green issues, it’s worthwhile emphasising that the way you do business is eco-friendly.

And drafting a clear and concise sustainability policy that clarifies your organisation’s commitment to making improvements is a great start — provide a link on your website home page and on all external communications.

And you might include regular features on your firm’s progress in meeting green targets and contributing to community causes in your blog — creating sharable content that enhances your reputation.

These suggestions are simple to implement, whether you’re a content marketing agency in Yorkshire or an ice cream manufacturer in Macclesfield.

Being open and accessible about corporate responsibility and transparency might enhance customer trust, so making these issues more visible in your marketing can prove valuable.

Accreditation

If you’re involved in a highly regulated sector, the chances are that you might already have some sort of mandatory industry-specific accreditation that guarantees you operate to a certain standard.

And savvy firms are aware of the reputational value of displaying these awards prominently in their marketing.

But it’s also possible to achieve a green accreditation from a government agency or environmental charity — these gongs look great on promotional materials and being awarded them could expose you to a whole new customer sector.

Staff commitment

Staff engagement is crucial when it comes to going green.

So by rewarding teams who punch above their weight in contributing to eco-friendly initiatives, you’ll spread the message throughout your organisation.

And sharing employee stories on social media allows customers to connect with your mission in a more intimate way — the human touch really brings an eco-friendly message alive.

Once your internal customers are committed to a green culture, convincing customers that you’re committed to doing business ethically is much easier.

By taking this approach, every staff member can become an effective marketer for your firm — no matter their official job title.

Launching and sustaining an eco-friendly business is a journey, but these tips should ensure that your customers support you every step of the way.

How do you market your eco-friendly business? Share your advice ion the comments section.