Awareness and interest in sustainability are growing, and more and more people are willing to pay a premium for sustainable products. As a result, many brands are currently jumping on this trend and advertising their products as sustainable. Of course, customers are more likely to buy when they feel good about their purchase. The problem is that not all companies are as green as they claim to be, and customers are well aware of this. In a February 2021 survey, 20% of respondents felt that companies only use the term "sustainability" to justify higher prices. So, how can you, as a truly sustainable brand, set yourself apart from the "greenwashers"? And how can you use social media to do it? Here are our top dos and don'ts for your social media strategy!
Dos - how to use Instagram, TikTok & Co. the right way
1. Do good & post about it
You know the saying "do good and talk about it"? In the age of social media, you should also post about it, because people are interested in exactly what you are doing. It doesn't mean much to just claim you're committed to a cause. Your followers want to know how you are involved. Do you produce clothing from recycled materials? Take your followers on a journey through your value chain. Social media gives you the opportunity to show how and where your products are made. For example, use the Instagram Stories feature to show a typical day in production and provide additional interesting information in a post. This creates transparency and makes you appear authentic.
2. "Sinnfluencers" instead of influencers
Be sure to take a close look at who you work with and choose people who are personally convinced by your brand and the values you stand for. The term "Sinnfluencer" (a play on the German word for "meaning" or "purpose") has emerged—influencers with a purpose. They inspire their community to live more sustainably and recommend the right products. By working with these purpose-driven influencers, you reach the right target audience—people who are already interested in a sustainable lifestyle.
3. Take your community seriously
Communicate with your community. Answer questions in detail and take feedback and suggestions seriously. Social media offers the perfect platform for comprehensive communication. You can answer questions publicly so everyone can see, which helps inform even more people. When your community offers suggestions or requests, show them how you are implementing them. Also, take advantage of proactive communication by asking your community questions. This is a great way to find out what your target audience is interested in and use that information to your advantage.
Don'ts - avoid these pitfalls to stand out from other brands:
1. Working with influencers who take on 10,000 other collaborations
Many influencers have partnerships with a wide variety of brands. If you, as a sustainable brand, work with such an influencer, there is a risk that they will promote other brands that do not align with your values at all. This can create the impression that you aren't that serious about your own values, which will have a negative impact on your image. Furthermore, your product might simply get lost among all the other things being advertised.
2. Providing no background information
If you are allowed to use a new sustainability label for your product, it is not enough to just mention it in one sentence. Explain where the label comes from, what criteria a product must meet, and which authorities verify compliance with these criteria. This helps you avoid the appearance of greenwashing while providing a great source of informative content. The same applies to claims like "we use sustainable raw materials." Which ones exactly? Where are they sourced and how are they processed? Use your expertise in the field to generate interesting content and share knowledge. Adding value for your community should always be your top priority.
Conclusion
Interest in sustainable products is growing, but at the same time, many people are extremely skeptical when it comes to this topic.
As you can see, authenticity and transparency are especially important for sustainable brands. Regularly provide your community with background information about your company and your products. This is how you get people excited about your brand without creating the impression of greenwashing.
