Communicate your sustainable efforts effectively and win market
With one of the largest concentrations of green buildings in Australia, Docklands has gained a well-deserved reputation for its unwavering commitment to environmental responsibility.
As this vibrant waterfront community strives to become a world leader in sustainable practices, businesses here have a unique opportunity to not only embrace sustainability but also leverage it as a powerful tool to attract and retain customers.
While many businesses have recognised the need to go green and have implemented changes accordingly, the question remains; do the customers know?
If you make sustainable changes but are not doing anything to communicate it to the public, consider it now.
So, how do I communicate my efforts to the market? Many businesses are now looking into creative agencies to help them deliver their message and efforts to the public effectively. How?
Firstly, build a comprehensive sustainable marketing strategy. You can start by defining your sustainability vision and goals. Make sure your goals are SMART: specific, measurable, achievable, relevant, and time-bound. Then, choose suitable communication channels and platforms to reach your target audience. Then, craft your sustainability message and tone - make sure it resonates with your audience.
Another critical point is that you must be transparent and raise awareness while supporting your claims clearly to avoid being labelled as greenwashing. How to avoid greenwashing? Make accurate and truthful claims and use evidence to back up your claims. You also need to include any relevant information and explain any condition or qualification you have on your claims.
Avoid broad and unqualified claims! Also, make sure you use clear and easy-to-understand language and visual elements that don’t get people confused. Also, be direct and open about your sustainability transition.
The final one, emphasise your sustainability efforts. Be clear and concise when communicating your sustainability achievements and efforts. Showcase your progress using numbers and statistics. You can, for example, show your water or energy savings, how much waste you have reduced, and how much carbon you have offset. Be sure to explain how your social impact efforts positively impact your business, your community, and the environment.
Ready to grow? Keep making moves and taking bold steps towards your business growth. •