Follow Allison Woodbury on:  

How do you effectively market your sustainability initiatives?

The manufacturing marketplace is rife with misguided green marketing approaches. Many do more harm than good. 

That’s because green marketing is hard to get right. It takes a light touch to spread a sustainable message without being heavy-handed. On top of that, you have to keep your messaging on-point at all times to maintain your company’s image and avoid regulatory pitfalls.

What is Green Marketing?

Green marketing is a strategy that uses inbound and outbound marketing messages that focus on your company’s sustainability. It’s about showing the world who you are, what you’re doing, and most importantly, why it matters. 

And when it’s done right, it can boost your brand reputation and give you an edge over competitors. 

Here are 5 strategies to help you jump-start your green marketing efforts.

1. Create a Powerful Green Marketing Message

There’s a fine line between a compelling, brand-strengthening message and shameless self-promotion.

A green marketing message that resonates is less about “what we do” and more about the societal impact of what you’re doing. A powerful way to do this is through “sustainability storytelling.”

It’s also best to convey your sustainability initiatives in a measurable and meaningful way that demonstrate your greater purpose.

 

Example of Effective Green Marketing

UK bottled water company Belu has done an admirable job on both fronts. 

By partnering with the non-profit WaterAid in a campaign aimed at ending water poverty in third-world countries, Belu makes measureable claims about the money they’ve raised and the number of people impacted. 

Their message weaves in personal narratives about specific villagers they’ve helped. Watch this inspiring video that focuses on the transformative impact of Belu’s initiative.

2. Avoid Greenwashing (Your Customers Will See Right Through It)

What is greenwashing?

Greenwashing is when a company deceitfully markets themselves as environmentally friendly, often without implementing any green business practices in reality. It’s a scheme used to pull in consumers who prefer to buy from environmentally conscious brands, and it’s become so rampant over the years that it’s prompted the need for increased regulation. 

 

How to avoid it

Most greenwashing involves exploiting marketing messages by using “green” statements that are vague, irrelevant, or false. 

You can see the potential issues here. Civil legal action, for starters. Not to mention mistrust and confusion among both prospective and existing customers. 

So before you jump on the green marketing bandwagon, brush up on the current government regulations on sustainability claims.

3. Link Sustainability to Your Organizational Identity

It’s not enough to talk the talk. A committed green manufacturing company should align its brand ethos with a purpose-driven mission

Adding something to your mission statement or putting a blurb on your website worked in the 90’s. Today, crafting a sustainability marketing strategy starts with defining a clear purpose. Start by thinking about sustainability in terms of a “reversed” equation: how can you be a mission with a company – not a company with a mission?

Food retailer Tesco is a prime example of a purpose-driven brand. 

For years, they’ve made their commitment to sustainability clear by tackling food waste. Their efforts haven’t gone unnoticed. They’ve been well-received by the public, lauded by the press (on a global scale), and they’ve been making waves on social media. 

Here is just one example of a social post that supports their purpose:

Sustainability Marketing: Social Post Example

4. Establish a Green Supply Chain

In the age of accountability and environmental whistle-blowing, responsible sourcing is a hot-button issue. 

There’s more and more pressure for manufacturers to establish supply chain partners who implement sustainable practices. (For more on how to incorporate this idea into your business model, here are 6 steps to help you get started.)

In addition to the more holistic benefits of this decision, offering transparency into your company’s supply chain sustainability serves up a powerful marketing message. 

Here again, social media provides a strong marketing channel to create transparency about your partnerships and open up a dialog between you and your prospects. Social media isn’t just about self-promotion. Facebook, LinkedIn and Twitter are all places where you can shine the spotlight on your partners’ sustainable practices. This show of support for supply chain partners can earn your brand serious social credibility. 

On the other hand, lack of dialogue and transparency can backfire on your brand, as Apple learned a few years ago.

5. Know That Modesty Won’t Do You Any Favors

You should avoid greenwashing, but don’t forget about the problem at the opposite end of the spectrum: greenblushing

Greenblushing is when you don’t say enough about your green practices. 

According to a Sustainability Positioning Report issued by UL, symptoms of greenblushing include:

      • Neglecting to communicate sustainability accomplishments with employees
      • Assuming your audience doesn’t care or share the same values about sustainability efforts
      • Believing a corporate statement about sustainability is sufficient
      • Avoiding active communications out of fear of potential negative consequences

For green manufacturers, failing to promote your efforts tells your customers that you’re disengaged and non-committal. 

Modesty can cripple your green marketing efforts. It wastes a key messaging opportunity, especially when you’re being compared to your competitors.

Summing It Up

Sustainability is a key component of your business strategy. Now’s the time to acknowledge that same sustainability in your marketing efforts. An effective green marketing strategy starts with a powerful, honest message. It survives with transparency. And it thrives with the courage to share your story with the people who are waiting to hear it. 

Precision Marketing Group has a proven track record for helping manufacturers craft an inbound strategy designed to pull in more prospects, convert more leads – and help your business make the most out of your green marketing goals.

 

Free Download: Going Digital with Your Industrial Marketing Strategy

About the Author

Allison Woodbury | Content Marketer
pmg
Allison Woodbury, Content Marketer

Allison Woodbury has been a Content Marketer for PMG since 2016. She’s a content marketing, writing, social media and branding guru who spends her writing time alternating between getting in the shoes of her readers and scrutinizing super-niche industries. She loves to see what her readers like – so tell her what you want, what you really, really want (to read more of)!

 Tags: Marketing for Industrial Manufacturing

Subscribe to Our Blog!

New Call-to-action

DesignRush Accredited Agency 2019 BadgePMG has been recognized as a 2019 Top Digital Marketing Agency in Massachusetts by DesignRush.

Have any thoughts on this blog post topic? Let us know!

Simply post a comment below to add to the conversation.