When you have aisles and aisles of identical products that fulfil the same requirements as the next product, how do you choose one? That is where brand identity comes into play. The brand that you identify the most with is the one you will most likely choose.
Building relatability with brands is not easy. Today’s consumers are eco-conscious and welfare-oriented, and as long as product quality is not compromised, they are willing to dig a little deeper into their pockets for brands that align with them. However, solely pandering to this audience through exaggeration and distortion is ineffective, as consumers can easily identify disingenuous efforts, which ends up hurting the brand far more than the brands stand to gain from this gamble.
Demand for Green Efforts
In 2022, a study by IBM revealed that 70% of Gen Z is willing to pay a premium for sustainable products, proving to be the most environmentally conscious generation. It is important to note that such customers appreciate the efforts of organisations to bring about positive change.
Hence, the manner in which these brands convey information about these efforts to their consumers must be efficient and clear. The selection of the right style and the right channel of communication becomes a crucial part of reputation management and the creation of trust.
When brands adapt to the emergence of the consumer consciousness, they can build even stronger relationships with their consumers, which in turn increases not only the consumers’ brand loyalty but also brand advocacy.
Dangers of Greenwashing
When brands make dishonest or misleading claims about their green practices, they are said to be ‘greenwashing’. Establishing the credibility of a brand is a long and difficult process, that is built brick by brick over the span of years. When such greenwashing practices are brought to light, the credibility and image of the brand take a massive hit, setting them back years.
A fact worth noting is that even though more than 70% of customers consider sustainability when making their purchases, more than 90% of customers think that some brands practise greenwashing. This goes a long way in showing us that brands require enhancing their transparency by offering evidence on a public platform.
Need for Verifiable Data
As mentioned above, a huge part of establishing the credibility of a brand is providing verifiable data. Brands are now publishing their sustainability reports on the internet, which serve as tangible evidence of their genuine environment-conscious initiatives. Other ways to achieve this are through third-party certifications and independent audits.
Case Studies
Hindustan Unilever
HUL is an outstanding example of leveraging earned media to promulgate its sustainability efforts. They aimed to reduce plastic waste and increase water conservation in rural areas.
#UnPlastic Campaign: This campaign gained traction on social media and managed to create a buzz about the fight against plastic waste, encouraging their consumer base to join the cause.
Transparency in Reporting: P&G’s HUL is very committed to sustainability and releases comprehensive sustainability reports every year to ensure that consumers trust them.
Authentic Narratives: HUL used real stories communities that aligned with their campaign, adding to its authenticity and emphasising the urgency of the matter.
Godrej Group
The Godrej Group has also used earned media and a clear narrative to build the company’s reputation as a sustainable conglomerate. Godrej wishes to achieve green manufacturing and is actively involved in the conservation of biodiversity. Their mode of operation was similar to that of HUL.
#GodrejGreenPledge Campaign: This consumer engagement campaign involved the use of social media to encourage people to engage in discussions about sustainability in a way that built a sense of community and promoted healthy conversations.
Transparent Reports: Godrej publishes sustainability reports that share their goals, strategies, and outcomes transparently, building the trust of the stakeholders.
Real Impact: Godrej recorded the tangible results of their initiatives and shared them with their audience, increasing the authenticity of the matter.
How to Create a Sustainability Narrative?
Be Transparent: Report on achievements as well as failures. Transparency builds and establishes trust, which helps explain that you are serious about transforming the organisation.
Use Data Wisely: Support your claims with data. It is usually beneficial to get an outside opinion on your sustainability initiative, be it through third-party audits or certifications.
Engage with Stakeholders: Engage your customers, employees and the community in your sustainability process. Their views can help you broaden your story and give it a common goal.
Leverage Storytelling: When communicating your sustainability initiatives, use storytelling to ensure that your audience can identify with them. Focus less on the business perspective and more on those who benefited from the company’s services, products or initiatives.
Stay Updated: Sustainability is a relatively young discipline. Make sure to update your practices and communications with new information, tools, and rules.
Encourage Dialogue: Provide a platform where a sense of community can be fostered through engaging in healthy discussions about relevant pressing matters.
Conclusion
Making your brand stand out through sustainable practices to resonate with consumers is a great practice, although boosting sales should be the sole driving factor of it. In today’s oversaturated market, greenwashing may seem like a shortcut to success but with the internet on our fingertips, it is very easy to identify inauthenticity.
Genuine efforts to create a positive impact makes a real difference, both in the environment and in creating a compelling brand image. Effectively communicate these efforts to your audience and above all, be transparent with them. That is all you need to be a successful and sustainable organisation.
Psst! This blog was created after a lot of thought by a real person. #NoGenerativeAI
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