A green colour palette is easy. A credible sustainability story takes a little more work. Use social media to show what your business actually does, what you can prove, and where you are still improving.
Start with one real change
Choose something specific: a refill service, a smaller packaging format, a repair option or fewer unused print materials. Explain the change, the reason for it and the limits. A photo of your process usually says more than a stock image of a forest.
Make claims people can check
Avoid sweeping labels such as “planet-friendly” or “zero impact.” Name the material, percentage, measurement period or certification that supports your claim. Keep the evidence on file and make useful details easy to find. Canada’s Competition Bureau warns against false, misleading or unsubstantiated environmental claims.
Build a useful content rhythm
Rotate three kinds of posts: a practical customer tip, a look at your process, and an honest answer to a common question. For example, show how to refill a container, explain which parts of its packaging can be recycled locally, then answer a question about its useful life.
Choose channels your customers use and a schedule you can maintain. Use readable captions, image descriptions and captioned video. Relevant words help people understand the subject; a pile of hashtags is not a strategy.
Give attention somewhere to go
Link to the relevant product, service or explanation. Invite questions and answer them plainly. Work with complementary local businesses when you have something useful to offer together, and disclose paid relationships.
Your next move: Publish one evidence-backed process story. Track qualified enquiries, helpful questions and visits to the linked page. Use those signals to plan the next post.
About the Author
Tina Kempling, the Lean Green Team Leader at Imagine That with over 35 years of experience in the print industry, newspaper and magazine advertising.
As an industry-certified designer since 1991, Tina knows her stuff when it comes to marketing vision. But what sets her apart is her understanding of advertising and marketing in today’s digital and print market. She can help companies tap into the incredible marketing power in new and creative ways. Ready to take your marketing game to the next level? Give Tina a shout!