The world has woken up. Our eyes are now open to the increasing damage caused by mass consumerism.
Coral bleaching, plastic pollution, global warming; the threat to our planet is very real. We’re living in a climate emergency.
The Soil Association recently shared its Organic Market Report 2020 at a member event and the organisation’s message was clear; the time for change is now! If everyone can make one small change to improve the world, it would have a huge impact.
The great news is that change is already starting to happen. The UK organic market has grown for the eighth year in a row with sales across all channels and sectors increasing to 4.5% and a rising number of people are starting to make more ethical and sustainable choices. Our client Wessanen UK, revealed recently that 44% of Brits say they ‘always’ or ‘often’ look to buy ethically and/or sustainably produced groceries.
For brands that are already ethically minded, this shift in consumer attitude creates a great opportunity to raise awareness and help people to make better, more informed purchasing decisions.
Inspired by B Corp Month this month, which celebrates businesses acting as a driving force for good, here are five top tips to help support your brand’s approach to sustainability:
- Share your successes
Use your website and social media channels to show people the tangible impact your brand is having. And make sure you have media trained people within your business that can talk confidently in the press about the great things your company is doing.
The more consumers choose your products over a less sustainable competitor, the better they and you can do for people and the planet. Sharing is caring.
- Transparency is key
No company is whiter than white. If you are committed to doing the right thing and make the necessary changes to improve as a business, you can make a difference. Honesty and transparency are central to the B Corp movement. Being open about the various challenges, barriers and hurdles you face as a business, suggests that your company is authentic, trustworthy and has good intentions.
- Bring everyone on board for the journey
To be entirely true to your company’s values, employ a team of people that are driven by the same purpose. A business is only as good as the people it employs. Consider running internal events to inspire and educate workers, perhaps even set fun challenges that will really stimulate them. Choosing a corporate charity to collectively support, either through fundraising or volunteering is a great way to bring your employees along for the journey, like Charlie Bigham’s support for City Harvest.
- Partner up with like-minded businesses
Throughout Fairtrade Fortnight and B Corp Month, some like-minded businesses came together to run joint social media competitions. Clipper Teas collaborated with other pioneering Fairtrade brands such as Percol and White Stuff, in an Instagram competition to win a bundle of Fairtrade products, and TOAST ale joined forces with other ethical brands to launch a competition for B Corp month. Brands that share similar commitments to people and planet can help to attract new consumers to your brand.
- Use logos to highlight brand values
Recognisable logos like Fairtrade and Rainforest Alliance can be an instant draw for consumers. 62% actively look for the Fairtrade logo in store. If your brand is certified make sure you proudly display the logo on pack and on your website. Not only will this help to appeal to ethical shoppers, it also serves to boost brand awareness for the trade associations you work with.
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At Highlight we work with wholesome and natural food brands to support their trade conversations, internal communications and raise brand awareness with consumers. If you would like to know more about how we might help you, let’s talk.