Are You Really Green? Using Social Media to Showcase Genuine Sustainability

Sustainability matters to consumers, and they’re willing to vote with their wallets.

A recent study found products that make a sustainability claim, such as “eco-friendly” or “biodegradable,” outperformed products that didn’t over a five-year period. 

Given this clear link between ESG claims and financial performance, it’s clear that “going green” isn’t just the right thing to do; it’s a profitable thing to do. Companies can no longer use excuses about ESG practices being too expensive or damaging to the bottom line.

If your organization has embraced going green, it’s important to let your target audience know. When you do, it’s important to take steps to showcase that your commitment to sustainability is genuine. One of the best places to share this message is on social media.

Take a look at some of the social media strategies you can use to share your company’s commitment to ESG practices and sustainability.

Start With a Plan

Social media marketing starts with a clear plan. Without a plan, you run the risk of spending time and money on ineffective content or posting things at the wrong time or in the wrong place. 

There are several steps to take when creating your social media strategy. Set realistic goals based on what you’re hoping to achieve by advertising your sustainability practices. Choose social media channels based on where your ideal customers spend the most time, and focus on one or two until you get consistent traction. Take a look at what your competitors are doing, but keep your content authentic to the brand. And of course, make sure you engage with the people who comment on your posts.

When there’s a clear plan that spells out the organization’s goals, the target platforms, detailed information about your customer’s key interests and concerns, and more, you’ll be much more likely to create and share engaging content that resonates with your target market. 

Leverage Video Marketing

Video marketing is one of the most powerful mediums online because it allows you to communicate in multiple ways at once. Your audience can both see and hear your message, allowing you to build credibility and create an emotional connection without needing to be in person. 

Informative, heartwarming, and even funny videos that showcase your commitment to sustainability and green practices can help your audience trust that you’re actually following through, not just giving lip service to environmental priorities. 

The right length and format will depend on your audience and the platform you’re sharing on. TikTok and Instagram support videos that are fairly short, and you can share longer video content on YouTube. Test different options and once you find something that works, double down on that approach.

Tell a Story

Stories have a way of connecting to our minds and emotions in ways that simple facts do not. Use social media to tell the story of how your organization decided to start taking ESG seriously, the programs you have in place, and the impact it’s made on the environment.

You can use a variety of mediums to tell the story, from video to text to infographics and other art. Showcase the journey of a sustainable product and everything the company is doing to ensure it protects the environment. Also, take the time to educate consumers about the benefits of these sustainable processes — some customers are less aware of the impact of sustainability than others. 

By sharing your story on targeted platforms in a variety of ways, and engaging with your target audience when they comment on and share your content, you can use social media to amplify your ESG practices.

Commit to Sustainability Over Time

Sustainability isn’t something you publicize on Earth Day and then move on from. Green practices take time to plan, implement, and see results from. When you share your ESG efforts on social media, make sure your audience knows the organization is committed to sustainability over the long term.

For example, let’s say your company is committed to being carbon-neutral. That means you’ll find ways to understand and compensate for the carbon footprint of the company. Being carbon neutral helps the organization save money by implementing energy-efficient solutions and it also shows a commitment to the environment. 

However, being carbon neutral isn’t something you obtain and then move on from. Instead, it’s a goal the company will need to maintain over time. Fortunately, social media makes it easy to consistently engage with your audience and update them on the company’s sustainability journey. 

Avoid Greenwashing

Consumers are looking for brands they can trust, and unfortunately, there aren’t very many. A lot of companies get caught pretending to be green but not actually ensuring sustainability in all parts of the supply chain. 

In one famous example, Volkswagen claimed its diesel vehicles caused less pollution than other vehicles, as proved by emissions tests. However, it was later found that the company had installed software that manipulated emissions tests to deliver falsely low results. 

How can your company avoid greenwashing? First, know your suppliers and who they source materials from. If they aren’t committed to ESG practices, you may want to find other partners who are, or your sustainability claims could be compromised.

Also, be transparent about what sustainability processes you follow and when the organization might not be able to do the greenest things because it’s not feasible. Having non-green aspects of the business shows you have room to grow. It doesn’t negate the good your ESG practices are doing.

Showcase Your Sustainability Online

If your organization is committed to sustainability, it’s important to share that with your customers and target audience. Social media gives you an easy way to do that in a variety of formats.
What’s most important is being honest and transparent about the company’s sustainability efforts so you can avoid greenwashing, and commit to sustainability long-term. When you do, both the company and the planet will benefit!