Rebranding Sustainability: From Boring To Cool
I have a dream.
I dream that one day the brands we see in the eco space will embody pleasure, joy, playfulness, hope, encouragement, and even—dare I say it?—sexiness.
I dream that the tried-and-tired and dull-and-dusty approach to our marketing will be a thing of the past.
I dream that our customers will support us because they connect with us on a human level that feels good—NOT because we bombard them with a constant deluge of doom and gloom that guilts and shames them into doing the right thing.
Brand In The Mirror
Self-perception is a good place to start. If you own or work for a sustainable company, what are the first qualities that come to mind when you think about your brand?
The answers are usually about concerns like ethical supply chains, equity in the workplace, and waste reduction. And while those are all important issues that you should feel proud of tackling head on, they’re not unique to you and don’t constitute a personality, the thing that animates and sells your brand by connecting with your target audience.
And if they do constitute your brand’s personality, then you’re in big trouble.
Simply put, a brand's personality is how you'd describe a brand if it were a person. It’s a set of human characteristics that we attribute to a brand based on its messaging, images, and overarching marketing campaigns.
And while your company may be doing the noble and serious work of making our planet a better place, your brand also happens to be engaged in a cutthroat popularity contest.
Being solemn, preachy, and old-fashioned isn’t going to win you any votes in the court of public opinion, so… Maybe loosen your tie a bit?
What Sustainable Brands Are Doing Wrong
I’ve put together a quick rundown of the most common missteps I’ve observed from eco-friendly brands that undermine their marketing efforts unnecessarily.
Steer your sustainable brand in the right direction by avoiding these 15 common marketing mistakes:
1. Ruining a great product with boring marketing
You could argue that every point on this list is some variation of this dressed up in different phrasing. Still, it needs to be said. Sustainable companies spend huge amounts of time, energy, and resources on developing innovative and planet-friendly products only to stifle their potential with lacklustre marketing. It’s a puzzling and perplexing choice that needs to be challenged.
2. Relying too much on green buzzwords and clichés
The point of marketing is to get noticed. Using the same played out expressions as everybody else won’t help you stand out or build a memorable brand personality.
3. Presenting innovations in un-innovative ways
Have a major win to share with the world? Do it in a way that makes people want to cheer for you. Statistics and policy documents have their place but rarely inspire applause from the general public. Get creative.
4. Not prioritizing fame
Nice guys don’t have to finish last. Toot your own horn a little. As marketing professionals, that’s literally our job. Humility may be a virtue in our personal lives, but we can’t make it a defining aspect of our marketing. Stop being so damn polite.
5. Constraining themselves to a single target demographic
Why is everything plain and brown? Why is there so much soil everywhere? What’s with all the old-timey fonts? It may have worked for some companies targeting a certain demographic once upon a time but there’s no rule that says we have to repeat the same formula ad nauseum. The industry has evolved and so have our patrons. Sustainability isn’t as niche as it once was and our branding shouldn’t be either. Dare to be different and branch out.
6. Too preachy
Lecturing people is not the way to win hearts and minds. Sustainability marketing puts far too much emphasis on what people should and shouldn’t be doing. It makes your customers feel like manure.
7. Too judgmental
Very few people live a lifestyle that’s 100% sustainable. And guilt is not a positive brand association. Be warm and compassionate. Pleasure is more appealing than obligation.
8. Too focused on the past or keeping things the same
Forget the dictionary definition of sustainability. “Staying as we are” is not a sexy goal. And neither is living like a 19th century farmer (for most people). Be future-oriented.
9. Focusing on features over benefits
A common mistake is emphasizing every aspect of your products and detailing the process it took for you to develop them and neglecting to relate it all back to your customer in a meaningful way. Don’t leave your audience wondering “What’s in it for me?”
10. Lacking a sense of humour
Just because your company is doing serious work doesn’t mean you have to take yourself super seriously all the time. Lighten up.
11. Being too broad and conceptual
Sustainability is a complex and multi-faceted topic. Bring it down to earth and closer to home. Don’t just talk about curbing methane emissions. Emphasize how it benefits your customers and the planet and always try to use relatable examples.
12. Being vague
Don’t just say “our product is better for the planet”. Explain how or why. Is it the materials, the manufacturing process, or something else? Your audience needs to know.
13. Too focused on the what, and not the why
The story behind a product can have a halo effect that drives sales. Tell your customers about what inspired you to create your product, what problem you were motivated to solve, and why. Always tell them why.
14. Lacking a human touch
Sustainable brands can often be too stiff and formal in their approach. Like they’re trying to impress their peers first and their customers second. If your goal is to boost sales and grow your brand, relatability is a sacrifice you can’t afford to make. Make it real. Make it personal. Make it pop.
15. Demanding too much of customers
We ask our customers to be mindful of the companies they support and always do their own research. Then we tell them to question their research and look deeper. We need to make sustainable living feel like less of a chore.
Changing The Conversation
Sustainability is now the most mainstream it’s ever been. And its prominence in the public consciousness will only grow with time. If you want your green brand to dominate this brave new world, follow my top three tips for rebranding sustainability:
1. Practice positive storytelling
Spin doesn’t have to be a bad thing. While it may be true that your company exists because there are a lot of problems in the world, you should try and find the silver lining for your marketing efforts. Instead of piling on the anxiety, focus on the solution and how much better the world already is and could be thanks to your products. Make your messaging pleasurable. Instead of saying, “Stop buying so much stuff because you’re killing the planet,” say, “Buy nicer things you’ll want to keep forever.”
2. Be future-oriented
A fundamental part of the human spirit is that we all seek advancement, progress, and growth. We want action, excitement, and endless possibilities. Too many brands frame sustainability as a “back to basics” model when they really should be presenting it as the ultimate frontier of modernity.
3. Be cool
Coolness may be in the eye of the beholder, but research indicates there are some overarching themes. According to a 2019 study published in the Journal of Marketing, customers perceive cool brands as extraordinary, aesthetically appealing, energetic, high status, rebellious, original, authentic, subcultural, iconic, and popular. But you don’t have to tick every box. Emphasize traits that come naturally to you and own what makes you unique.
Feeling inspired? Drop me a line if you want to work together on your next creative project.