How to Communicate Sustainability Efforts to Customers

Impact ALWAYS has a cost. Time. Money. Resources. The only real question is: who’s paying? Most businesses dodge the bullet, passing the bill down the line, to underpaid workers, overexploited ecosystems, or blissfully unaware consumers. It’s a shell game, dressed up as “green,” “purpose-driven,” or “ESG-compliant.” Impact doesn’t just show up on your balance sheet. It is your balance sheet. So, how do you pay for impact without screwing over someone else? Let’s break it down: 1. Reframe Impact as an Investment, Not a Cost Stop treating sustainability as a PR expense. Instead, think of it as a long-term strategy that reduces risk and creates new revenue streams. Companies with strong ESG practices outperform peers financially in the long run. Unilever’s Sustainable Living Brands, which grew 69% faster than others in its portfolio. Shift resources from unnecessary marketing fluff (hello, greenwashing) into real, measurable initiatives like renewable energy adoption or waste reduction. Show your numbers; consumers care about receipts. 2. Stop Cheap Labor in the Name of “Efficiency” Your $4 organic cotton tote isn’t “impactful” if the person stitching it makes $0.10/hour. The exploitation is baked into the margins. Research shows consumers are 55% more likely to purchase from companies transparent about fair wages, even when prices are slightly higher. Build supply chain transparency. Tools like Sourcemap and Fairtrade certifications help. Yes, it takes time. Yes, it’s worth it. 3. Transparently Price in the Cost of Doing Good Nobody trusts businesses that promise impact without costs, because it’s BS. Customers aren’t afraid to pay a premium for ethical practices if you show them why it matters. 73% of millennials (your biggest buyers soon) prefer sustainable brands, but only if they trust the claims. Stop burying the cost of sustainability in your margins. Be upfront: “This product costs more because it doesn’t exploit people or the planet. Period.” 4. Co-Fund Impact with Your Customers When impact costs feel too heavy, bring your audience into the equation. Consumers want to feel like stakeholders, not passive buyers. Crowdfunded impact initiatives (think TOMs’ buy-one-give-one or Allbirds’ carbon offset surcharge) not only cover costs but strengthen brand loyalty. Add micro-impact pricing like a small donation baked into every transaction for reforestation or clean water. The buy-in builds emotional equity with your brand. It’s uncomfortable to face the real costs, but trust isn’t built on convenience. It’s built on truth and truth ALWAYS comes with a price tag. So, stop passing the bill. Start paying for real. With purpose and impact, Mario

A food startup founder asked me about switching to compostable packaging. Their current plastic pouches cost $0.23 per unit. Compostable alternatives cost $0.41. They calculated the switch would reduce quarterly profits by $18,000. I started studying packaging sustainability when a client's customers returned products specifically because of wasteful packaging. Revenue loss exceeded material savings by 400%. This startup focused only on material costs. They ignored customer perception shifts and long-term market positioning. Consumer behavior research reveals different priorities. I've been tracking how packaging choices influence purchase decisions, and the most underestimated factor I observe is environmental responsibility as a competitive advantage. Three sustainability principles transformed similar brands: First, transparent communication about environmental impact builds customer loyalty. Brands that explain their material choices retain customers 23% longer than those focused purely on product features. Second, sustainable packaging attracts retail partnerships. Major distributors now prioritize brands with verified environmental credentials. Access to premium shelf space often justifies higher material costs. Third, sustainable practices reduce operational risks. Supply chain disruptions affect conventional materials more severely than renewable alternatives. Diversified sourcing creates business resilience. The startup implemented compostable packaging with clear labeling about environmental benefits. Customer acquisition costs dropped 31% within six months. Retail partnerships expanded to include three major chains that required sustainability certifications. Sustainable packaging succeeds when environmental responsibility aligns with business growth rather than competing against it. Your packaging choices communicate brand values before customers experience your product. From my perspective, sustainable business practices create market advantages that traditional cost analysis cannot capture. What role does environmental responsibility play in your packaging decisions?

At Ubuntoo, we often advise companies on how to integrate sustainability into their brand communications, thanks to the years of marketing experience that Peter Schelstraete and I have. We have condensed our lessons learnt into "5 GOLDEN RULES" - I would love to hear your feedback. 1. FIRST BE, THEN DO, AND ONLY THEN SAY: The journey to a sustainable brand requires three steps: BE sustainable, DO sustainable actions, and then SAY you're sustainable. Many companies fail in this order. They start with bold announcements but don't follow through, which eventually erodes consumer trust or leads to backlash. 2. DON'T CLAIM CREDIT FOR CLEANING UP YOUR ACT: Brands often make a big PR splash or launch a marketing campaign to publicize their efforts to clean up the environment. This rarely works because most people aren't fooled into believing that you're helping the planet if you're also the one damaging it in the first place. 3. CONSUMERS WILL NOT PAY YOU TO BE MORE SUSTAINABLE The next issue I see is the misconception that consumers will pay more for a product just because it's sustainable. Sure, some may be willing to pay a little extra for the planet, but that's not enough. Brands should focus on adding real value to the product instead. How about creating a product that lasts longer or can be reused more times? Consumers will be more inclined to choose your brand if they're getting something more than just a "sustainable" label. 4. SUSTAINABILITY IS A DIFFERENTIATOR, NOT A MOTIVATOR: While sustainability can make your brand stand out, it's not the main reason people buy your products. They're purchasing your product because it meets their needs, not because it helps save the planet. That's a harsh truth, but it's one that many brands lose sight of. Differentiating your offering from competitors through sustainability efforts is great, but never forget what your core product is supposed to deliver. 5. FORM, FUNCTION, AND VALUE FIRST, PLANET NEXT Lastly, we cannot sacrifice form, function, and value at the altar of sustainability. I recently purchased a sustainable cleaning product only to find that it wasn't as effective as my regular brand. I felt disappointed and switched back. That's a mistake many sustainable brands make. You must ensure that your product is effective and offers good value for the money before labeling it sustainable. To sum up, your sustainable initiatives must be authentic, credible, add tangible value, meet core consumer needs, and deliver on form, function, and value. If you want to learn more, let's connect and make the world a better place together. #sustainability #greenmarketing #BEDOSAY

𝟳𝟭% 𝘀𝗮𝘆 𝘁𝗵𝗲𝘆 𝘄𝗮𝗻𝘁 𝘀𝘂𝘀𝘁𝗮𝗶𝗻𝗮𝗯𝗹𝗲 𝗳𝗮𝘀𝗵𝗶𝗼𝗻. 𝗢𝗻𝗹𝘆 𝟮𝟬-𝟰𝟬% 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗯𝘂𝘆 𝗶𝘁. Here's why (and how to fix it)... I had the privilege of speaking with 𝘛𝘏𝘌 fashion psychologist Shakaila Forbes-Bell. She shared what it takes to sell sustainability:  "People don't buy sacrifice. They buy desire." Here's what actually works: 𝗦𝘁𝗲𝗽 𝟭: 𝗨𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱 𝘄𝗵𝘆 𝗽𝗲𝗼𝗽𝗹𝗲 𝗥𝗘𝗔𝗟𝗟𝗬 𝗯𝘂𝘆  People buy clothes to express identity, feel belonging, become who they want to be, get quick mood boosts, and mark special moments. Logic isn't on this list. 𝗦𝘁𝗲𝗽 𝟮: 𝗔𝗹𝗶𝗴𝗻 𝘀𝘂𝘀𝘁𝗮𝗶𝗻𝗮𝗯𝗶𝗹𝗶𝘁𝘆 𝘁𝗼 𝗬𝗢𝗨𝗥 𝗯𝗿𝗮𝗻𝗱 𝘀𝘁𝗼𝗿𝘆  Don't bolt sustainability onto your brand. Weave it into what you already stand for. 𝗦𝘁𝗲𝗽 𝟯: 𝗧𝗮𝗸𝗲 𝗮𝗰𝘁𝗶𝗼𝗻 𝗮𝗻𝗱 𝘁𝗲𝗹𝗹 𝘁𝗵𝗲 𝘀𝘁𝗼𝗿𝘆  Skip vague terms like "sustainable" and be specific about what you're actually doing. Make the sustainable choice the obvious choice - the most beautiful, coolest, highest quality option. Focus on the person your customer wants to become, not the problems they should solve, and use your full marketing toolkit. Some brands 𝘩𝘢𝘷𝘦 cracked it: - Patagonia: "We're in business to save our home planet" - sells adventure and activism, not just jackets - GANNI: "We've never claimed to be perfect... but we are committed to challenging the way things have always been done" - sells rebellion and being different - Pact: "Insanely soft... free of toxins, dyes and pesticides" - sells comfort and peace of mind As I was writing this, I realized that fashion has a unique opportunity. The relationship with consumers is emotional, and sustainability 𝘐𝘚 an emotional topic. 𝗪𝗵𝗮𝘁 𝗶𝗳 𝘄𝗲'𝘃𝗲 𝗯𝗲𝗲𝗻 𝗮𝘀𝗸𝗶𝗻𝗴 𝘁𝗵𝗲 𝘄𝗿𝗼𝗻𝗴 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻 𝘁𝗵𝗶𝘀 𝘄𝗵𝗼𝗹𝗲 𝘁𝗶𝗺𝗲?  Instead of "How do we get people to buy our sustainable pieces?" what if we asked "How do we get people to fall in love with sustainable practices?"  The fashion industry doesn't just sell clothes.  It sells dreams, identity, and belonging.  That's exactly the power we need to shift how people think about sustainability itself. I know that there are real limitations like business incentives for growth, but I can see the opportunity ahead of us. 💭 𝗪𝗵𝗮𝘁 𝗱𝗼 𝘆𝗼𝘂 𝘁𝗵𝗶𝗻𝗸? 𝗖𝗮𝗻 𝗯𝗿𝗮𝗻𝗱𝘀 𝘀𝗲𝗹𝗹 𝘀𝘂𝘀𝘁𝗮𝗶𝗻𝗮𝗯𝗶𝗹𝗶𝘁𝘆? 👇 Full how-to guide in the comments. 

Sustainability has become a default line in marketing. That’s the problem. When every brand claims to be “eco-friendly” or “green,” the words lose meaning.  Audiences, especially Gen Z, see through it quickly.  They don’t just want promises.  They want proof. We’ve seen brands struggle here.  They invest heavily in sustainability initiatives, but the messaging sounds identical to everyone else’s.  It gets lost.  Or worse, it feels like greenwashing. Here’s what works instead: 1. 𝐁𝐞 𝐬𝐩𝐞𝐜𝐢𝐟𝐢𝐜. Share the numbers, not the slogans. 2. 𝐒𝐡𝐨𝐰 𝐭𝐡𝐞 𝐭𝐫𝐚𝐝𝐞-𝐨𝐟𝐟𝐬. Real change isn’t perfect, acknowledging challenges builds trust. 3. 𝐇𝐢𝐠𝐡𝐥𝐢𝐠𝐡𝐭 𝐢𝐦𝐩𝐚𝐜𝐭. Point to the outcomes, not just the intentions. 4. 𝐄𝐥𝐞𝐯𝐚𝐭𝐞 𝐜𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐲. Showcase the people and partners making the change happen. Sustainability isn’t a tagline.  It’s an operating principle.  And when it’s communicated with clarity and evidence, it builds credibility instead of skepticism.