Imagine trying to please a hungry crowd with just one type of pizza. I mean, all pizza is good pizza, but many will be left unsatisfied. Marketing, and especially marketing sustainability, is much the same. You can't slap the same sustainability buzzwords on every channel and expect it to magically resonate with everyone. In other words, a one-size-fits-all approach to sustainability marketing is about as effective as offering a pineapple pizza for a party. It’s essential to understand the nuanced sustainability needs of your audiences and craft sustainability messages that truly connect, leaving them feeling hungry for more.
Signs your sustainability marketing is missing the mark
Fundamentally, your overarching marketing efforts need work if you notice certain signals in your data and in your relationships with stakeholders. But when it comes to your sustainability program and offerings, the overarching sign is that you’re not securing buy-in. Nobody's buying what you're selling (and I don't just mean products). Think of it like this: you're throwing a sustainability party, but nobody's RSVPing.
This can manifest in several ways. There might be a lack of awareness about your sustainability strategy or the sustainable benefits of your offerings. Alternatively, even if stakeholders are aware, they may perceive your sustainability messaging as irrelevant, confusing, or simply not compelling enough to engage. And quantifiably, you’ll see a generic or siloed sustainability message resulting in low engagement scores and conversion rates.
At the fundamental level you should ask yourself, are you able to articulate the various sustainability needs and care-abouts of your audiences?
Signs it's time to freshen up your sustainability message
Crickets Low engagement and conversion rates & lack of any questions or awareness around your sustainability claims
Huh? Internal lack of awareness and understanding of your sustainability and offerings
Meh. Lack of buy-in externally of sustainability strategy & offerings
Wait, what? Frequent questions or confusion around your sustainability claims
Key strategies for tailoring your sustainability message
First, you need a solid foundation. What's your core sustainability message? It needs to be authentic, clear, consistent, and tied to your business purpose and mission. Think of it as the crust of your pizza – it holds everything together.
Then, do your homework! Get to know your audience. What are their values? What keeps them up at night? What kind of sustainability initiatives resonate with them? This is where you figure out what toppings everyone wants. Develop tailored messages and campaign ideas that align with your overarching positioning while incorporating messaging to resonate more effectively with each specific audience.
Hot tip: Effective sustainability communication involves both what you say and what you don't say. Carefully consider potential sensitivities, including business priorities, geopolitical factors, and social contexts, to avoid greenwashing and ensure your message aligns authentically with your brand values.
With your key messages defined, you can now invest in targeted campaigns that deliver them effectively to each audience segment through the most appropriate communication channels.
Here are some high-level resources and considerations I recommend for various stakeholder groups:
Stakeholder | Customers (B2B and/or B2C) | Investors | Suppliers | Partners including NGOs | Employees & potential employees |
Key consideration | Nobody makes a purchase decision solely on sustainability, craft a message that showcases sustainability as a benefit, not a siloed offering. | An effective strategy improves investor understanding of how the company is using sustainability to raise the odds for outperformance and mitigate risk. | Your suppliers are key partners in your sustainability journey, your communications should reflect that. | Implement internal systems to track sustainability metrics and regularly communicate these efforts to stakeholders. | As an internal communicator, don’t think of yourself as a communicator, but an agent of empowerment and change within. |
Resource |
And of course, it’s essential to evaluate how your sustainability message is resonating. Depending on your goals, track key metrics such as engagement scores, conversion rates, and relevant commercial KPIs to understand how your communications are resonating with your target audiences.
In summary, developing tailored sustainability marketing messages involve the following strategies:
Develop a clear and concise sustainability narrative: Craft a high-level sustainability story that is authentic, clear, and consistent. Then tailor each message to that.
Conduct thorough audience research: Understand the sustainability values, concerns, and information needs of each key stakeholder group.
Utilize diverse communication channels: Tailor your messaging to different channels, such as social media, website content, employee newsletters, and reporting.
Measure and evaluate your impact: Track the effectiveness of your communication efforts and adjust your approach accordingly.
Your sustainability journey is not a destination, it's a daily evolution.
Your sustainability marketing messages and strategy can and should evolve. Sustainability is a dynamic field, requiring marketers to keep their finger on the pulse and avoid assumptions. Encourage open dialogue and collaboration with stakeholders to navigate the complexities of sustainability together. Who knows, maybe that stakeholder will decide they like “pineapple on pizza” after all.
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