Page 61 - Green Builder Magazine Jul-Aug 2021

actually means. However, they do understand what a “cup of
coffee” or “flight to Asia” is.
By understanding your audience (and what it knows), you
will be able to make comparisons that make your message more
relevant, and therefore more impactful.
4. Communicate powerful benefits. For your message to get through,
you need to be able to communicate concrete advantages of
sustainability. This ties into making your message positive, but
it goes beyond that by connecting the benefits of sustainable
products to the everyday lives of your consumers.
For instance, Deutsche Bahn, a German rail company, offers a
tool for quantifying the energy consumption, air pollutants and
CO2 emissions of a specified trip by car compared to that same
trip by airplane or train. This is expressed in terms that people
can understand and better relate to, and it helps to communicate
a concrete benefit that is connected to customers’ everyday lives
as a way to help them make better decisions.
5. Get certification. For the most part, consumers find it time
consuming to conduct research on which brands are really the
best alternatives. They don’t trust the environmental claims
of companies, or simply find them too confusing. This lack of
information and trust often results in them refraining from
Certifiably green. Third-party certification can create a more
purchasing the products of brands that actually have better
trustworthy image among consumers, especially when it comes to the
environmental practices.
company’s production and use of sustainably sourced products.
For brands in such a situation, it may be best to consider
getting third-party certification. Consumers typically see nothing at all about what they’re doing, as they are afraid of
these as trustworthy intermediaries when it comes to vetting getting it wrong.
sustainability claims. This remains one of the reasons consumers end up not buying
There are many labels to choose from, including: brands with good environmental and labor practices—they just
ENERGY STAR
■ don’t know which brands are actually being “fair.”
WaterSense
■ This also means there’s untapped potential for brands to
Greenguard
■ communicate their fair labor practices to their global audience.
Fairtrade
■ All you need is to be completely transparent, even about the fact
Rainforest Alliance
■ that you failed to meet original targets, why it happened, and
Forest Stewardship Council (FSC)
■ what you are going to do about it.
... and many more. 7. Humanize your brand. A great way to make your brand’s
Keep in mind that some of these certifications are more credible transparency policy feel real is to offer your audience a peek
than others, requiring brands to pass rigorous performance behind the scenes. Show them your processes, your workers, and
standards on environmental and social dimensions. their environment. You can use live views, create a podcast, or
To further confuse things, some certifications have been record the brand’s sustainability practices and share those videos
called out as being nothing more than the subsidiaries of giant on your website or via social media.
corporations looking to improve their image. And some consumers If you don’t have the means to produce those videos, something
are quick to spot greenwashing when certain certifications are as simple as a good old-fashioned press release can work. A good
used as marketing material—e.g., something can be sustainably example of this is a recent notice by Grubhub to recruit drivers and
grown in a field that was once pristine Amazon rainforest. grow the brand’s reputation. The company announces that it has
So, take the time to ensure that you only associate with credible hired Devry Boughner Vorwerk, a highly experienced executive
labels, marks, stamps and certifications. who specializes in environmental management communication,
6. Transparency is key. These days, more and more shoppers are to oversee sustainability efforts at Grubhub. The company also
interested in transparency in the supply chain. This includes the explains Vorwerk’s experience and includes a quote from her
working conditions, production processes, and the materials used about how excited she is to join the company. Grubhub now
in creating products. sounds like a great company for which to work. GB
However, there is often not enough information about such
things. With ever-increasing pressure for brands to meet Ron Stefanski is an internet business expert and marketing professor
ambitious sustainability targets, it can be very hard to know with a passion for helping people create and market their businesses.
exactly what to do. Because of that, some brands end up saying You can learn more about him at OneHourProfessor.com

www.greenbuildermedia.com/field-notes July/August 2021 GREEN BUILDER 59