Creative and green – how to become a go-to sustainability brand in 2020
Sustainability is no longer reserved only for niche outdoor fashion brands like Vaude or Pyua. Caring about the environment and other people is more of a necessity than a luxury. Customers expect their favorite brands to be green in all areas of interest – from products to packaging to marketing and communication. Sustainability can be a real deal breaker for many clients and it is a business opportunity that no forward-thinking brand wants to miss. The trend will continue as the public awareness of climate issues grows.
Here’s how to make the most of it and use the opportunity to present your product in a better, greener light.
Green light to go green
Building a green brand requires a completely different strategy. Sustainability, just like a tree, stems from the company’s roots and should be part of its very core. However, this does not mean that existing brands wishing to change their ways cannot do it without turning their business upside down. Small steps, like changing product packaging or launching an exchange program for your products can mean the world to your customers and to your business as a result.
The time to change is better than ever as many brands clear the trail. Companies like Apple are introducing recycled materials and renewal programs for aging devices, while LEGO started using sugarcane as a replacement for traditional plastics used in their blocks.
What you feel is what you buy
Modern customers tend to be more reflective when it comes to purchases, especially in the post-pandemic world. They think about the environment and expect the brands they invest in to follow the suit and be proactive about it. Sustainability has become a personal matter and customers let their emotions guide them.
What they feel is what they buy which explains rising popularity of niche clothing brands and growing public pressure put on big-name fashion companies like H&M. With emotions in play, your brand’s honesty and transparency can bring in more interest that becomes sustainable both in terms of the environment and business.
Creativity in the making
Sustainability is a promising opportunity to show your customers not only that you care but also that you’re creative and considerate. Both niche and large companies race to create the most unique yet functional and eco-friendly packaging and products. From recycled materials to natural inks to smaller packets, the are plenty of possibilities to make your brand stand out without unnecessary impact on the environment.
Next time you are thinking about creating a new product or redesigning its packaging, make sure to ask your designer for advice on how to use corn-based paper or chemical-free dyes to make the packaging easily recyclable and build a stronger connection with an environment-caring customer.
Source: Owlsome Studio
Don’t be afraid to stray away from green – although it is the color of nature, more inspired designs can draw more attention in the long run.
Source: Owlsome Studio
Sometimes sustainable translates into more human and less perfect. Many brands no seek inspiration in a different kind of nature: our bodies. Stylized silhouettes and warm colors blend with eco-friendly materials and natural ingredients preferred by modern cosmetics and jewellery brands.
Sustainability by design
Creative packaging and recycled materials are a great way to start an overhaul of your company’s image but design can also help you save money. Experienced graphic and packaging designers can use extra printing methods and create products differently to save money during production. You don’t have to look far for success stories – a 14-year-old school science fair participant discovered that changing a font for printing all handouts could bring savings of as much as $21,000 annually.
Branding experts blend technology with psychology to present your company’s products in a clearer, more approachable way. A dedicated section about ingredients or packaging materials on your website can be a seemingly trivial detail but may significantly increase conversion rate. Specialized designers have the tools and the know-how to make your business more sustainable.
Think beyond the packaging
Sustainability reaches far beyond product packaging. Recycled materials can be a great start but there are many other ways to connect with your customers. Recycling programs work better in combination with full transparency on your the manufacturing process, ingredients, and materials your product is made from. Clothing brands like Asket openly talk about what constitutes a final price, listing the labor and transportation costs to give their customers a full overview of their practices. Being honest and transparent works in favor not just for your brand but also the planet.