Creating Authentic Eco-Conscious Marketing Messages

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.

Impact ALWAYS has a cost. Time. Money. Resources. The only real question is: who’s paying? Most businesses dodge the bullet, passing the bill down the line, to underpaid workers, overexploited ecosystems, or blissfully unaware consumers. It’s a shell game, dressed up as “green,” “purpose-driven,” or “ESG-compliant.” Impact doesn’t just show up on your balance sheet. It is your balance sheet. So, how do you pay for impact without screwing over someone else? Let’s break it down: 1. Reframe Impact as an Investment, Not a Cost Stop treating sustainability as a PR expense. Instead, think of it as a long-term strategy that reduces risk and creates new revenue streams. Companies with strong ESG practices outperform peers financially in the long run. Unilever’s Sustainable Living Brands, which grew 69% faster than others in its portfolio. Shift resources from unnecessary marketing fluff (hello, greenwashing) into real, measurable initiatives like renewable energy adoption or waste reduction. Show your numbers; consumers care about receipts. 2. Stop Cheap Labor in the Name of “Efficiency” Your $4 organic cotton tote isn’t “impactful” if the person stitching it makes $0.10/hour. The exploitation is baked into the margins. Research shows consumers are 55% more likely to purchase from companies transparent about fair wages, even when prices are slightly higher. Build supply chain transparency. Tools like Sourcemap and Fairtrade certifications help. Yes, it takes time. Yes, it’s worth it. 3. Transparently Price in the Cost of Doing Good Nobody trusts businesses that promise impact without costs, because it’s BS. Customers aren’t afraid to pay a premium for ethical practices if you show them why it matters. 73% of millennials (your biggest buyers soon) prefer sustainable brands, but only if they trust the claims. Stop burying the cost of sustainability in your margins. Be upfront: “This product costs more because it doesn’t exploit people or the planet. Period.” 4. Co-Fund Impact with Your Customers When impact costs feel too heavy, bring your audience into the equation. Consumers want to feel like stakeholders, not passive buyers. Crowdfunded impact initiatives (think TOMs’ buy-one-give-one or Allbirds’ carbon offset surcharge) not only cover costs but strengthen brand loyalty. Add micro-impact pricing like a small donation baked into every transaction for reforestation or clean water. The buy-in builds emotional equity with your brand. It’s uncomfortable to face the real costs, but trust isn’t built on convenience. It’s built on truth and truth ALWAYS comes with a price tag. So, stop passing the bill. Start paying for real. With purpose and impact, Mario

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