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Strategy

Sustainability in Content Marketing: Creating Impactful Eco-Friendly Campaigns

A woman sits on a white hammock while holding a product; she has blonde hair and there's a camper in the background

As the impact of climate change becomes increasingly evident with extreme weather, shrinking glaciers, and loss of biodiversity, brands need to weigh their roles in sustainability. From sourcing and manufacturing to packaging and shipping, most consumers are now analyzing brands’ practices and thinking about their purchases through an eco-conscious lens.

How can companies incorporate sustainability into their content strategies to meet consumers’ expectations? This blog post explores visual content marketing ideas that can help demonstrate your brand’s commitment to sustainability in an impactful and authentic way.

Educate and inform consumers

The sheer demand for eco-friendly products shows that consumers care about sustainability, but brands should not make assumptions about viewers’ knowledge. Look for ways to inform your target audience about your products’ “green” features and benefits while educating them about their importance. 

Consumers who are already knowledgeable will likely develop more trust in your company and brand, while those who are still learning will likely appreciate any new knowledge they acquire.

In its social media campaigns, Lundberg Farms promotes the advantages of its Regenerative Organic Certified(R) rice—for both human health and the planet. In this TikTok post, the company educates its followers about the advantages of rice, including land restoration, habitat preservation, and community building. 

Highlight eco-friendly features 

Go beyond the eco-friendly features of the product you’re promoting and talk about sourcing, fair labor, low-carbon-footprint shipping, and reduced or sustainable packaging. More than half of consumers say they’re willing to spend extra for eco-friendly brands, according to a McKinsey & Company survey, including product packaging that’s environmentally friendly. 

Unboxing videos, for example, can allow consumers to see the products from delivery to set-up, offering the opportunity to discuss sustainable shipping and packaging in an organic way before discussing the product itself.

Check out this video from TikTok micro-influencer Hayley (@thetransparentcarrot), in which she showcases pieces from her order with Not Labeled, including the packaging, and explains why it matters.

Use relevant keywords and hashtags 

Around the world, online searches for sustainable goods increased by 71% in five years, according to a study commissioned by the World Wildlife Fund. Help search engines and consumers find your brand more easily with relevant keywords and hashtags. 

Keyword searches can help you determine relevance and popularity, and individual social media platforms can tell you which hashtags are trending. Use branded and unbranded hashtags, and use keywords in your titles and descriptions.

Promote your brand’s sustainability efforts

When it comes to sustainability, consumers care about more than just your products. Nine out of 10 consumers (92%) say they’re more likely to trust a brand that’s environmentally or socially conscious, according to Cone Communications. 

Promote your eco-friendly initiatives, including employee ride-sharing, donations to “green” charities, participation in carbon offset programs, or using renewable energy sources at your headquarters or stores.

When it comes to sustainability, few brands rival outdoor clothing and gear company Patagonia. One of the things Patagonia does better than anyone is educate consumers, often sharing important news and information about the planet and our impact without trying to sell anything. Just check out this Instagram post about the harmful effects of open-net salmon farming, which includes a CTA to sign the brand’s petition. 

Choose influencers who align with your brand

If your eco-friendly campaigns include influencer marketing, it’s vital to ensure that you partner with content creators that align with your content pillars and values. 

While you don’t necessarily have to look for environmental “warriors,” you’ll need to thoroughly vet your influencers to look for problematic or conflicting posts. These might include promoting “fast fashion” or products that use non-recyclable plastics or past sponsorships from companies known for their pollution, poor sustainability rating, or unfair labor practices.

Looking for an example of an influencer who lives and breathes sustainability and environmental activism? Check out Leah Thomas (@GreenGirlLeah) on Instagram. As the author of “The Intersectional Environmentalist; How to Dismantle Systems of Oppression to Protect People + Planet,” there’s no question where Leah’s values lie or how dedicated she is to promoting sustainable and eco-friendly products. 

Check out her Instagram post promoting Brilliant Earth’s Jane Goodall Collection, made from carbon-capture lab-grown diamonds and recycled gold. She explains why the collection is such an innovation in the jewelry industry and that 10% of the proceeds go to a fund to support conservation, research, and educational initiatives.

Ready to start your eco-friendly campaigns but aren’t sure what tools you need? Reach out to our team for tailored services for your unique brand.