When it comes to the brand, it can feel like it’s becoming increasingly difficult to find things that help your business stand out in the market. You want to be distinct, but you also want to make sure that the distinction actually matters, that’s it’s something important to you and the business. You may have been thinking of making efforts to incorporate more environmentally sustainable practices in your business or have even begun to make some progress. But did you think about the fact that those practices could be the brand distinction you need? Here’s why green branding is still worth it.
Growing is more and more important
When choosing a niche or distinction for your brand, it’s not only important that it’s valuable and honest to your goals and ideals. It also matters that you have a sizeable target market that it can appeal to. Green consumerism is on the rise, however, and more people than ever are paying attention to whether or not companies fulfil their corporate social obligations. Not only are people sceptical of how much companies give back to their communities, but people are growing increasingly worried about waste in their consumption.
It can make a significant impact
It’s easy to think of green branding as a cynical attempt to win over your target audience, while also giving your business a distinct niche. But that’s why you should seriously consider the impact of the green initiatives that you take on. Biodegradable packaging helps fight climate change, for instance, while eliminating plastic bottles (and reducing the use of plastics in general) can help you prevent pollution of the seas and the growing waste problem that we’re all facing. If you can demonstrate the impact that your new initiatives can have to your consumers, then it makes it even easier to support your efforts. You have to walk the walk, not just talk the talk, if you want to see the benefits of green branding.
It makes it easier to stand behind the brand
Brand loyalty is something that can actually be quite hard to attain. Depending on your market, your products or services might not be exciting enough to warrant having devoted supporters who will advocate for your business. However, they might be willing to advocate for what your business stands for. Taking on green initiatives can improve your business’s reputation, helping others to see it in a better light. This can go on to impact your earnings. A better reputation means that new customers are going to have less of a barrier to entry, meaning they could be easier to convert. It’s also likely to lead to increased customer loyalty and positive word of mouth, both of which are incredibly helpful in this very social age.
It encourages social interaction
One of the benefits of adding a green tint to your branding is that it helps you tap into a global effort that has a growing place amongst our zeitgeist. People are growing more concerned with the impact we’re having on our environment, as stated, and green consumerism is on the rise. As such, you could find that others are more than happy to share in your efforts to promote green causes. Putting together a social media post campaign based on green efforts, such as encouraging your customers to share pictures of their efforts to recycle, have plenty of potential to see widespread engagement and coverage when done well. The same goes for fundraisers and other public efforts to promote the cause.
It can foster a better workplace
There are a lot of different factors that go into creating a workplace and a team that are engaged and motivated. How well you treat your workers and account for their needs is a big one. However, you shouldn’t underestimate the impact of having shared values with the team, as well. Businesses that take environmental sustainability seriously and who encourage the members of their team to get involved can end up having a team that is not just aligned with them thanks to a paycheque, but one that has a shared ideology with them. This can lead to real loyalty within the team, encouraging better motivation, engagement, and retention. You can even give your team leave to contribute to volunteering efforts that can maximise your brand’s green marketing reach.
The market has proven that it does still care about green branding and, in fact, cares about it more than ever. If you’re looking to get on some eco-friendly initiatives, now is the time.
*This is a contributed post