Sustainability matters, but here’s why it shouldn’t dominate your messaging
As concerns about environmental health and preservation grow, more and more people are looking to support sustainability through their buying habits. Gen. Z is particularly concerned with sustainable practices, and research shows that millennials are making more eco-conscious decisions.
So, sustainability is a valuable asset for brands—especially those targeting millennials or younger generations. And this is no secret. Businesses are touting their green practices (no matter how minor) on home pages, in advertising campaigns, and across social media, while new brands whose products revolve around environmental health are constantly appearing.
But unless your business’s sole purpose is to address climate issues or preserve resources, leaning on your brand’s sustainable practices for all your messaging is a big mistake.
The problems with over-relying on “sustainability”
There are two main issues that can come from basing your entire brand identity on eco-conscious values:
Consumers also want something that will effectively solve their pain points.
If you focus too much on your earth-friendly approach, you might forget to convince buyers of the benefits and solutions you bring them. Unless your main product/service is environmental health, you need to speak to consumers’ problems.
You won’t distinguish yourself from similar brands.
With so many brands marketing their “greener” approaches, embracing sustainable practices doesn’t always make your brand unique. But if you offer eco-conscious products that solve problems in a different and better way? Well, that’s a different story.
This all being said, showcasing eco-conscious practices is still super valuable. While it shouldn’t be your entire brand identity, it can totally be a big part of it.
Incorporating “sustainability” the smart way
So, your brand genuinely values sustainability and participates in environment-friendly practices.
Highlight this green mission, but also make sure you’re speaking your audience’s language and conveying how you solve their problems in a unique, better way.
Let’s take an organic, sustainable makeup brand as an example. Its target audience is young women, ages 20-35, who want a natural, minimal makeup look. While this brand should emphasize its sustainable approach, it should also mention how its all-natural, multi-use makeup produces a natural glow without feeling heavy on the skin. It simplifies beauty routines with products that people can feel good about.
As another example, a solar energy company that’s targeting middle-aged homeowners can mention its “clean energy” approach. However, it should emphasize the cost savings, five-year warranty, and easy maintenance that come with its service.
Remember: consumers, especially Gen Z and millennials, care about sustainability when supporting brands, but even more than that, they care about brands that can effectively solve their problems better than others.
TL;DR
Sustainable values are becoming more and more important for buyers, especially Gen Z and millennial consumers.
Unless your business’s main product/service is environmental health, you shouldn’t base all of your brand messaging on your sustainable practices.
Highlight eco-conscious practices, but make sure you’re clearly conveying how you’re (1) solving consumers’ pain points and (2) doing it in a better and different way.
Want to chat about your brand messaging? Reach out!
Best,
Megan
