Sustainability and ROI: How to Use Sustainable Practices to Boost Your Brand

Sustainability is a hot topic in every industry. Worrisome climate reports have almost 50% of consumers changing their shopping habits, according to Nielson last year.

And this week, 16-year-old Greta Thunberg gave an intense speech to world leaders at the U.N. climate summit. She's argued that politicians aren't doing enough to curb harmful environmental practices. And many agree with her. But these protests aren't falling only to politicians, but companies as well. Consumers are looking to make changes and shop sustainably.

Zero-waste, or low waste, is a growing movement, and brands are taking note. Top industry leaders, like Nike, Levis, and Unilever, have made changes and taken the steps to reduce their carbon footprint and impact.

But does switching to a sustainable model improve ROI? And how can smaller brands compete with industry leaders?

The Real Truth Behind Sustainability and ROI

Sustainability is one area that consumers, especially Millennials, are willing to spend more. 77% of Millennials will choose sustainability, even if there's a much cheaper plastic alternative. I know I'm one of them. I often choose brands who promote their sustainable practices or share eco-friendly tips in their blog. The future of consumerism is moving towards an eco-centered mindset, and brands need to take big steps to stand out. And it's easy to make your efforts known. Work with a passionate, SEO-focused inbound content strategist like myself. Harness the power of sustainable trends in Google to bring new warm leads to your site.

But switching to sustainable practices has its cost... So does it produce an ROI?

The short answer: Yes.

The long answer? Sustainability boosts customer satisfaction and brand PR. It draws more investors and better talent who stick around (less turnover = less training and recruiting costs). There have been plenty of studies linking sustainable practices with financial success. And not only have companies seen huge growth and sales with their eco-friendly products, like Unilever, they're saving big bucks with energy-efficient technologies.

So, it's worth taking a look to see where you can improve your business practices and products. But since this market is getting so saturation, how can you leverage your efforts to build your brand and stand out?

How You Can Use Sustainability to Boost Your Brand And Profits

Since more consumers are willing to spend more and take the time to research a brand and product, leverage this to your benefit. Here are some action steps I recommend to my clients:

1. Be Transparent, with Open Communication about Your Programs

Don't make the consumer dig through your site to find out if you're doing anything for the planet or not. Consumers care about what you're doing, so put it out there front and center! Too many companies only add their efforts as a small footer link on their site. Instead, put your efforts on your homepage in plain sight. Share about what you're doing on social media. Invest in fresh content that offers valuable info on sustainability by hiring a copywriter who specializes in that field. Can the consumer use your product or service to create a new eco-friendly habit? Share those tips in a strategic, informative, and SEO-optimized blog post.

But also equally crucial is to be transparent about your process. Are you not where you want to be yet as a company? Be honest. Share what you're doing to improve and your goals, and consumers will be more likely to trust your brand.

2. Take the Bigger Leap

If your competitors are implementing sustainable practices, then set yourself apart by taking it a step further. For instance, many fitness clothing brands are practicing sustainability by recycling plastic bottles and turning them into clothes. But, when washed, these clothes release micro-plastics into our water supply.

What if your brand instead used organic natural fibers? Or partnered with a brand like Cora Ball to catch those microplastics? You'd be setting yourself apart.

A real-life example is a company like Who Gives a Crap. They use recycled paper or bamboo to craft their toilet paper. Their competitors are doing the same, but here's what they did different. Who Gives a Crap made sure their TP was extra soft (way softer and longer-lasting than other, bigger brands). They committed to minimizing their plastic by ditching the plastic wrap around the rolls, and to seal the boxes they're shipped in. They build toilets for communities in need with their profits. They've gone the extra step to set themselves apart. Oh, and they have amazing copywriting to promote it, too.

3. Partner with Sustainable Bloggers and Influencers

Figuring out what's sustainable and what isn't is a full-time job. So people are turning to influencers, bloggers, and experts to simplify the process for them. If a sustainability influencer promotes a product, their following is going to trust them that it's worth the buy.

Use this to your brand's advantage. When you launch any new sustainable product or practice, connect with influencers to share the word.

4. Make Sure You Take a Stance and Stick to it

Don't say you're reducing plastic, waste, or water without proving it. Make sure your words match your actions, and the consumers can take note.

So pick your stance, and make sure everything your brand does aligns with it. This ties in with open communication and excellent content strategy as well. For instance, if your goal is to reduce your plastic waste, but you haven't yet found an alternative to the plastic packaging you use, be open. State your stance to, say, ditch packing peanuts in your shipments or styrofoam cups in your office. But be honest about your goals to find a better solution to your packaging. Honesty is the best PR.

5. Set Up Sustainable Practices in the Office, or Create Local Corporate Clean-Ups

Can your offices reduce paper waste by switching to digital wherever possible? Can you incorporate more recycling cans or even an office compost container? How about start a yearly or quarterly clean-up, sponsored by your company, to pick up trash, plant trees, or clean beaches?

Communicate with your employees, too. Encourage sustainability in your internal communications. Include those standards in job postings and company culture copy on your website. And share with the local community and online following what you're doing internally to help.

Create Change for the Greater Good

Any brand, big or small, can improve their ROI and brand image by switching to sustainable practices. Want to be the next success story in sustainability? Let's chat and build a content strategy around your efforts to maximize your ROI and connect you with more new leads!