Contents
Chapter
7
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How to make your sustainability journey work for you
Sustainability
Marketing Guide
How to make your green claims honest, authentic and effective.
How to make your sustainability journey work for you
Greenwashing isn’t the only thing businesses need to navigate in the current marketing and advertising landscape. With every business jumping aboard the sustainability train, creating a campaign or communications strategy that stands out can be a challenge.
Here are some of the ways Proctors helps clients set their CSR, ESG or sustainability campaigns apart…
Tell a story
[.infographic-parent-mt0][.infographic-icon-column][.rich-text-h5-underline]Here’s where we are.[.rich-text-h5-underline][.infographic-icon-column][.infographic-icon-column][.rich-text-h5-underline]Here’s what we’re doing.[.rich-text-h5-underline][.infographic-icon-column][.infographic-icon-column][.rich-text-h5-underline]Here’s what we’re learning.[.rich-text-h5-underline][.infographic-icon-column][.infographic-icon-column][.rich-text-h5-underline]Here’s where we want to go.[.rich-text-h5-underline][.infographic-icon-column][.infographic-parent-mt0]
This authenticity helps to build organic, long-term trust and shapes an approach that’s completely adaptable and evergreen.
When it comes to CSR, ESG and sustainability, no business is perfect. It’s an ever-evolving journey.
Be true to your brand
Your sustainability and CSR journey isn’t a separate entity to your business. It’s a crucial part of it. So, when you’re crafting your sustainability marketing or advertising, make sure it speaks to your brand’s identity and values.
This isn’t to say you can’t stretch your visual language or tone. For example, if your brand persona is more corporate and reserved, incorporating a more engaging and relatable tone for your CSR journey could help expand your audience and brand recognition.
But it’s important that it remains cohesive with the overall look and feel of your brand and doesn’t stray too far from the identity your audience is familiar with.
Make it human
Climate change is seen by many as a lofty and sometimes daunting subject. So, a key challenge in crafting effective sustainability messaging is making it easy to engage with and connect to.
Avoiding jargon and keeping language clear and accessible plays a big part in this. This is a good way to ease readers into the more complex aspects of your green credentials. From there, visualising information can be hugely beneficial.
And never underestimate the power of human stories. By feeding content through a compassionate and relatable lens, you’re creating a memorable experience for your audience as opposed to simply sharing key information.
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Keep it honest
We’ve already mentioned the power of authenticity, but it bears repeating. Demand for transparency from consumers, businesses and stakeholders alike continues to rise, and increasing regulations will only fuel that fire.
But you also don’t want to overwhelm your audience by providing all the sustainability information you have. The key is communicating your most important metrics in a clear and accurate way that doesn’t mislead customers. Transparency doesn’t have to mean the full monty.
Visualise information
Let’s face it – it’s a fast-paced digital world, where attention spans are short and understanding around climate change is minimal. Infographics, graphs, key stats and data can all help to break up blocks of text and make your content easy to read and digest. Plus, this is a good way to focus your messaging around facts and figures.
Videos and animation are also effective tools for breaking down complex topics like CSR or sustainability.
At Proctors…
We take sustainability seriously. We’re on our own journey to reduce our environmental impact and we’re committed to navigating it with as much honesty, integrity and accountability as possible.
An important part of this is crafting responsible messaging for our clients’ CSR and sustainability journeys. Our aim is to contribute to, and even fuel, the transition towards a more transparent marketing landscape.
But we’re creatives at heart. So we don’t just want our work to be accurate and trustworthy, we want it to set the standard for sustainability marketing. We want design that defies the cliches, and copy that shapes the future of green claims.
To learn more about how we can work with you to share your green journey, contact us today at marketing@proctors.co.uk