The Power of Green Marketing: How Sustainability is Shaping Fresh Produce Advertising
Go Green. Eat Local. Organic. What do these words have in common? They are all sustainability buzzwords that are thrown around in consumer marketing and advertising every day. But do shoppers really understand the meaning of them?
Sustainability sells, however not just any green messaging will do the trick. Environmentally conscious consumers are looking for clear intention, validity behind claims, and to see brands stand and act by their word. We’ve outlined a few ways to incorporate sustainability into your marketing messages and how it can effectively appeal to the environmentally conscious consumer.
Be clear about what sustainability means to your company.
By definition, sustainability means to be able to live and meet your current needs WITHOUT compromising future generation’s ability to do this same. This means to take care of our resources while using them and to minimize the impact we are making on this planet. So, when it comes to promoting sustainable practice and products to consumers, a good place to start would be to clearly define what the word means to your brand. Forget the marketing jargon and fluffy lingo. Instead, consider implementing more clear messaging about your company’s sustainable intentions to attract consumers looking for responsible brands. But be careful to not sound TOO scientific – it’s still important to keep it real while also effectively communicating and connecting with your audience with messaging that will resonate with them.
Brag a little (or A LOT).
Non-GMO. FairTrade. LEED. While there tends to be more brands with more certifications than ever, there is still room for you to brag about what your company has done to go green. Anyone can claim they are sustainable, but can they all verify it? Toting certifications along with messaging around how they help make your brand sustainable is an important piece of the puzzle. Without content and context to back up claims, they land empty in consumers carts (produce pun intended). So, the next time you are crafting an email or an ad design, be sure to incorporate some of your certifications to show your audience that you have done the work to keep your practices sustainable.
Stand by your sustainable word.
If you are sharing the good news about how your company is shrinking the carbon footprint, be sure that that is actually what you’re doing. The worst possible thing that a brand can do is claim they are sustainable but are not actually upholding the end of that deal, you can quickly be #cancelled (as the Gen Z-ers say). Don’t be afraid to be transparent with your audience about how you are creating a sustainable product, even if it is a little dirty or unpolished. Show images of the farm, the crop, the process, the biodegradable packaging – all of it! This can help to ensure that consumers are not left with additional questions that might sway them to purchase a different brand than yours.
Although the concept of sustainability has been around for some time, now more than ever in the midst of technology and constant news is the need for honest and truthful messaging around green living. Being conscious of the environment and the impact we have is the new normal. For the fresh produce industry, this is a great opportunity to plant the seed of sustainability, water it with transparency and watch your brand grow!
