Communicating the Benefits of Sustainable Practices

Sustainability has become a default line in marketing. That’s the problem. When every brand claims to be “eco-friendly” or “green,” the words lose meaning.  Audiences, especially Gen Z, see through it quickly.  They don’t just want promises.  They want proof. We’ve seen brands struggle here.  They invest heavily in sustainability initiatives, but the messaging sounds identical to everyone else’s.  It gets lost.  Or worse, it feels like greenwashing. Here’s what works instead: 1. 𝐁𝐞 𝐬𝐩𝐞𝐜𝐢𝐟𝐢𝐜. Share the numbers, not the slogans. 2. 𝐒𝐡𝐨𝐰 𝐭𝐡𝐞 𝐭𝐫𝐚𝐝𝐞-𝐨𝐟𝐟𝐬. Real change isn’t perfect, acknowledging challenges builds trust. 3. 𝐇𝐢𝐠𝐡𝐥𝐢𝐠𝐡𝐭 𝐢𝐦𝐩𝐚𝐜𝐭. Point to the outcomes, not just the intentions. 4. 𝐄𝐥𝐞𝐯𝐚𝐭𝐞 𝐜𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐲. Showcase the people and partners making the change happen. Sustainability isn’t a tagline.  It’s an operating principle.  And when it’s communicated with clarity and evidence, it builds credibility instead of skepticism.

At Ubuntoo, we often advise companies on how to integrate sustainability into their brand communications, thanks to the years of marketing experience that Peter Schelstraete and I have. We have condensed our lessons learnt into "5 GOLDEN RULES" - I would love to hear your feedback. 1. FIRST BE, THEN DO, AND ONLY THEN SAY: The journey to a sustainable brand requires three steps: BE sustainable, DO sustainable actions, and then SAY you're sustainable. Many companies fail in this order. They start with bold announcements but don't follow through, which eventually erodes consumer trust or leads to backlash. 2. DON'T CLAIM CREDIT FOR CLEANING UP YOUR ACT: Brands often make a big PR splash or launch a marketing campaign to publicize their efforts to clean up the environment. This rarely works because most people aren't fooled into believing that you're helping the planet if you're also the one damaging it in the first place. 3. CONSUMERS WILL NOT PAY YOU TO BE MORE SUSTAINABLE The next issue I see is the misconception that consumers will pay more for a product just because it's sustainable. Sure, some may be willing to pay a little extra for the planet, but that's not enough. Brands should focus on adding real value to the product instead. How about creating a product that lasts longer or can be reused more times? Consumers will be more inclined to choose your brand if they're getting something more than just a "sustainable" label. 4. SUSTAINABILITY IS A DIFFERENTIATOR, NOT A MOTIVATOR: While sustainability can make your brand stand out, it's not the main reason people buy your products. They're purchasing your product because it meets their needs, not because it helps save the planet. That's a harsh truth, but it's one that many brands lose sight of. Differentiating your offering from competitors through sustainability efforts is great, but never forget what your core product is supposed to deliver. 5. FORM, FUNCTION, AND VALUE FIRST, PLANET NEXT Lastly, we cannot sacrifice form, function, and value at the altar of sustainability. I recently purchased a sustainable cleaning product only to find that it wasn't as effective as my regular brand. I felt disappointed and switched back. That's a mistake many sustainable brands make. You must ensure that your product is effective and offers good value for the money before labeling it sustainable. To sum up, your sustainable initiatives must be authentic, credible, add tangible value, meet core consumer needs, and deliver on form, function, and value. If you want to learn more, let's connect and make the world a better place together. #sustainability #greenmarketing #BEDOSAY

You might be leaving money on the table by overlooking one key element: Social impact messaging. Consumers pay more for purpose: Brands with clear, authentic social impact messaging can charge 10-15 percent higher prices. Why? People want to feel good about their purchases. It’s not just a theory—it works: Levi’s “Water<Less” campaign is a perfect example. By highlighting their water-saving process, they increased average purchase value by 18 percent. A small shift in messaging turned sustainability into profitability. How you can replicate this: Add impact messaging directly to your product descriptions. Use storytelling to connect your mission to product benefits. Highlight measurable impact in ads, emails, and social campaigns. With purpose and impact, Mario

5000 travelers, 1 blind test. 50% said they’d choose sustainable transportation and lodging. But when past trips were reviewed, guess how many actually did? 11% 🤯 The gap between guest’s intention and action? Huge! PhocusWire’s study confirms what many of us know: most travelers don’t choose experiences based on sustainability. They just want a good time. Does that mean we stop talking about our responsible measures? Absolutely not. But instead of listing how many solar panels you have, focus on how your sustainability efforts add value. Ask yourself: ✅ Does your energy efficiency lower room rates? ✅ Do your tours offer a unique, community-driven experience guests can’t get elsewhere? ✅ Are your ingredients less toxic because they’re grown on a local organic farm? If so, that’s what guests need to hear. Before people care about why you do what you do, they need to understand what’s in it for them. And while they may not be actively looking for green options, reframing the message gives them real reasons to choose your business— while also making a responsible choice. For the record, I believe sustainability will eventually become the norm. But until then, we need to talk about it in a way that makes it matter to most. 👉🏾 How do you connect your responsible practices to guest experience? 👉🏾 What’s a sustainable feature in your business that guests rave about? P.S. If you want to learn more about how to communicate your sustainability brand message effectively, you’ll enjoy my newsletter, The Cultured Journal. Subscribe using the link below👇🏾