Take them with you

Consumers not only want you to be sustainable, they want you to help them do the same. For companies it was once enough to simply produce a “green” product or service to win over some consumer segments.

Today, it’s not enough, consumers and clients alike want companies to educate them on how to live a more sustainable life.

Be more than green

Firstly, it’s not enough to simply have an environmental, sustainable, green, low impact product or service. It’s probably the most common mistake to just sell your product on it’s “green credentials”. There are five key points that must be addressed.

1. The brand needs to be sustainable, environmental, green and can prove it.
2. The brand needs to be cost effective and represent an economic benefit to the consumer.
3. The brand needs to make people feel good about buying it.
4. The brand needs to perform well.
5. The brand must be convenient to buy and easy to use.

Engage more deeply

Consumers are asking to engage at a deeper level than just at the checkout. Providing your audience with tips on being sustainable, a help line offering advice, or a web portal that has free tools and apps on becoming “greener” will go a long way in building your brand equity.

When a product or service keeps giving long after the packet is empty, then you’ve got a memorable brand that is more likely to keep your audience coming back for more.