How to Communicate Sustainability Efforts to Customers

Ariel Le
January 31, 2025
Employees discussing reports around a table

Has your company started its sustainability journey, but it's unsure how to communicate these efforts to your customers? There are many ways to demonstrate your company’s commitment to the environment in a digestible and genuine way. Sharing your journey with consumers can show how much you care while also including them in the process. Here are a few tips to get you started:

1. Be Transparent and Authentic

The number one thing to avoid is greenwashing. This occurs when  companies try to market sustainability efforts to increase awareness and revenue without putting in the work. In order to avoid this, your company must communicate its goals clearly and highlight specific actions. Be sure to share your progress and shortcomings, not just results and achievements. Being vague can create distrust as consumers can spot inauthenticity very easily. 

Woman posting social media on two different devices

2. Use Storytelling

Leverage space on your company website or social media to discuss your sustainability efforts. Sharing your story can create connection and relatability with customers. Providing details can explain the whys behind your decision-making process which ultimately humanizes you with your audience. Why do you care about sustainability and how is it relevant to your brand? Making sure to use a positive tone can encourage change among your customers, but make sure to be real with them. Every journey has its ups and downs, so addressing your challenges and pitfalls demonstrates authenticity and resilience. Lastly, end your storytelling with a call-to-action. This is a great way to reemphasize your goals and include your customers as a part of your sustainability narrative.

3. Showcase Certifications & Partnerships

Adding certifications to your company website or on product packaging is a simple way to showcase your sustainability efforts to your customers. There are well-recognized certifications such as B Corp, Carbon Neutral or Fair Trade that give consumers insight into your company’s level of standard. Make sure to include any industry-relevant certifications as well. Consider Aclymate’s Climate Certification Program, which is designed to empower companies to combat climate change with three distinct levels to meet diverse needs and ambitions of businesses. Secondly, announcing any partnerships your company has with other sustainable brands can add credibility to your name. For example, if your brand was involved in a donation or charity program, then sharing this information can create endorsements to prove your company’s commitment to the community.

Woman reviewing a report at her desk

4. Create a Sustainability Report

In order to show your on-going commitment to the environment, consider publishing an annual report so show customers your progress in sustainability initiatives. Providing updates demonstrates long-term commitment and eliminates concern of greenwashing. Making your goals transparent while also revealing areas you are looking to improve is important. If you’re unsure where to begin, check out our climate solutions.

5. Provide Education & Resources

Another great way to communicate your sustainability efforts is to educate your customers. It helps prevent greenwashing or misleading the consumer while giving them the chance to learn more about your company. Utilize different channels such as blogs, videos, webinars, podcasts or newsletters. You can use these spaces to share your company’s sustainability goals and behind-the-scenes on actions you’ve taken. Think about also providing resources such as sustainability guides, infographics on the lifecycle of your products, or explanations on basic sustainability concepts involved in your brand. Education can encourage change by helping customers understand which parts of your business can integrate sustainability efforts, and how you plan to improve using their help.

Four people participating in a discussion

6. Create Customer Engagement

Lastly, try finding organic ways your customers can help you achieve your sustainability goals. One way is to offer incentives to reward sustainable choices such as discounts for selecting carbon-neutral shipping or collecting trade-in value for recycling old products. Another option is to create campaigns or challenges that allow customers to share their own experiences. This could be through sharing personal commitments on social media or giving customers the opportunity to contribute to a cause. Garnering their participation into your goals exhibits dedication and builds loyalty between brand and consumer. Just make sure the actions you take relate to your brand message or mission. It can differentiate you from competitors and lead to better customer engagement by being authentic. Don’t forget to also listen to your customers. Be open to feedback by offering surveys, Q&A sessions, or crowdsourcing their ideas. It shows your customers that you value their opinions. 

Ariel Le
January 31, 2025

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