Marketing Strategies for Promoting and Selling Eco Friendly Products

Do you make or sell eco-friendly products? From ethical fashion, solar-powered gadgets, vegan bags, and reusable food bags, to refillable cosmetics and natural kids toys – many products on the market are made to be environmentally and socially responsible and friendly. 

But, it takes a coordinated marketing strategy for eco friendly products to convert supporters into campers and to sell your world-changing products. 

Eco-conscious consumers are looking for authentic and transparent brands in how they engage and communicate. They’re also increasingly skeptical of unverified sustainability claims thanks to a plethora of audacious greenwashing in the past.

Below we outline 6 powerful strategies to market your eco-friendly products and an overview of how Green Socials can help you elevate your brand to new heights with our targeted range of bespoke marketing services. 

Reasons to Create a Marketing Strategy for Eco Friendly Products

Creating a marketing strategy for eco-friendly products (and businesses) has many benefits, particularly if you’re trying to promote and sell eco-friendly products. 

Green marketing can help you create a positive brand image and provide you with a significant competitive advantage – helping you attract new customers. Furthermore, you can build customer loyalty and trust by showing your audience how you’re transparent in showcasing your sustainability impacts and achievements. And, increasingly, companies are required to comply with environmental laws and regulations – so ensuring that your environmental claims and eco-labels are compliant may help you avoid legal liability. 

How to Market Sustainable Products 

Green marketing (also known as sustainable marketing and environmental marketing) is used by companies to showcase their positive impacts on the environment and communities. 

It’s best to create a holistic marketing strategy for your business to help increase sales and your brand’s image and reputation. This can be a daunting task for many, and you may want to consider hiring marketing experts like Green Socials to assist you. 

We’d love to help your company create a successful marketing strategy! Get in touch to find out more about our sustainable marketing services. Take a look at our case studies to be inspired by how we are helping brands create a positive impact in the world – from activating brand ambassadors for this food company to establishing a brand for this sustainable construction company on social media in just 8 months. 

Keep in mind that while there are many benefits of having a marketing strategy for eco-friendly products, it’s important to avoid greenwashing, which is where false or unverified claims are made about environmental practices and impacts. 

In the wake of significant greenwashing, a range of environmental standards and certifications have arisen to help provide reliable and verifiable standards for communicating environmental and social impacts. 

6 Powerful Marketing Strategies to Promote and Sell Eco-Friendly Products

Below are six strategies aimed to help you effectively market your green and sustainable products and scale the positive environmental and social impact of your business. 

1️⃣ Communicate your sustainability goals, practices and impact

It’s important to take your customers on a journey and show them what your brand aims to achieve in terms of sustainability, how you measure progress, and then to actually transparently communicate your sustainability practices and impact. 

Oftentimes this is done through an annual sustainability report that has been verified by an independent third party. Having clear goals and communicating data can help to build trust among your supporters and customers. 

Some of the key metrics that you may wish to measure and communicate include your carbon footprint, water footprint, biodiversity impacts, waste minimisation, energy use, where you source your materials, and your supply chain impacts.

2️⃣ Be authentic and transparent 

So many people are aware of greenwashing, that consumers are often skeptical of product claims being fake or false. 

That’s why it’s important that you find ways to show that your data has been verified and that you’re authentically communicating information in a transparent and open manner. 

You can do this by using certifications to show that the claims you make have been verified by third parties. 

For example, if you produce organic products, consider an organic certification. And if you rely on materials from supplies, ensure that your supply chain has appropriate certifications that have been verified and carefully vetted.

Consumers are increasingly interested in finding out where your products are made, by whom, and what makes your products environmentally sustainable, ethical, and socially responsible. 

Showing consumers how your product is sourced, how it’s manufactured, and how it's packed, and transported from cradle to grave can help provide a holistic concept of how it’s truly sustainable and can inspire people to support your brand. 

3️⃣ Use content marketing to tell your brand story

As part of your marketing strategy for eco-friendly products, consider using content marketing to tell your brand story and inspire support for both your brand and your products. 

By communicating what makes your product truly unique, sustainable, and ethical you can inspire people to support your brand because of your unique value proposition. 

Great storytelling that captures the hearts and minds of your audience may focus on what it’s like to own and use your products, and how durable, ethical, and non-toxic they are compared with alternatives. 

It can help to promote the health and wellness benefits, the product’s durability, the ethical and responsible supply chains, and the impact that has on people and the environment.

There are a range of content marketing tools and channels you can use for your storytelling. This includes blog posts on your website, newsletter articles, captivating infographics, video ads, and social media campaigns that educate your audience and showcase the benefits and uniqueness of your products. 

Effective storytelling helps create an emotional connection with your brand, which can foster support and loyalty by resonating with shared values. Storytelling can also raise awareness about the importance of choosing products that are sustainable and benefit people and the planet. 

4️⃣ Engage consumers with social media marketing

Social media can be leveraged to reach and engage with your customers and supporters. Not only can social media be used to showcase your sustainability impacts and values, but it can also be used to educate your audience about sustainability and to elevate your brand. 

You can also use social media for cause marketing, by promoting a cause aligned with your brand such as tree planting or donating to a worthy charity. 

5️⃣ Educate your Audience About Sustainability

Don’t assume that all of your supporters and customers know about sustainability. Sustainability is complex, and you can educate your customers about many facets of sustainability along your supply chain. 

By sharing information and creating awareness about sustainability, you can help your customers learn how and why to make sustainable choices and purchasing decisions. And you can empower them to create change through the products and brands they choose to support (hopefully yours).

When talking about sustainability, include information about how it’s important to measure impacts and have your data verified. Then create trust by showing how your company does this and which standards and eco-labels you use to help achieve transparency. 

Here are some tools to help educate your audience about sustainability:

• Create education blog posts about sustainability that link to your products and your company's mission.

• Host events, podcasts, and workshops about sustainable living and empower people to be part of the solution to the world’s environmental and social challenges.

• Include posts about sustainability in your newsletter and social media campaigns and include calls to action that help people be part of making a positive impact.

6️⃣ Network and Collaborate with other sustainable brands

By joining forces and aligning your brand with others, you can engage with a wider and targeted audience, and by reaching more people together you may be able to create greater sustainability impacts. 

You may choose to partner with an established environmental campaign like World Ocean Day, or you may join hands with a local charity. Another increasingly popular option is to partner with eco-conscious influencers who may be keen to promote your products. 

Some brands even take it one step further and decide to co-create products, giveaways, and campaigns. There are endless options for networking and collaborating with other sustainable brands, but it’s important to take a strategic approach as it can also be a time-intensive activity that requires some careful vetting of potential partners.

Green Socials is experienced in creating strategic partnership strategies, finding influencers, and coordinating collaborative campaigns with sustainable brands. Get in touch to find out more about how we can help take your eco brand to new heights through a targeted collaboration strategy. 

How Green Socials Can Help Your Mission-Driven Brand to Market Green Products

Do you need help in creating a marketing strategy for eco-friendly products? Our highly experienced team of passionate marketing, social media, and sustainability experts is here to assist you!

Green Socials offers a suite of personalised marketing services including social media management, email marketing, blog post writing, and conducting in-depth audits and strategies. 

We’d love to discuss your particular marketing needs – reach out to set up a casual discovery call. We look forward to working with you!