Promote sustainability and your business through green PR
The world seems to be becoming increasingly small and fragile. Each day, concerns grow over the environmental devastation created by a culture of conspicuous consumption and the health tolls of an unnecessarily cruel and overly industrialized food production system.
Consumers want change. They want to know that the products they buy are environmentally friendly and manufactured ethically, sustainably and cruelty-free. If your company can fulfill those desires, it will make the world a better place, and your company stands to benefit financially.
Developing a green public relations strategy can help your brand identify and promote the sustainability initiatives that matter the most to your target consumers.
Benefits of Sustainability
Promoting sustainability isn’t just about generating intangibles like goodwill. It can generate cold, hard cash. According to Business for Social Responsibility (BSR), a global nonprofit organization dedicated to promoted sustainability, as of 2017, Unilever’s “sustainable living” brands, such as Dove and Ben & Jerry’s, had seen significantly faster growth than the rest of its business.
Writing for BSR, Elisa Niemtzow emphasized that promoting sustainability can give brands a significant boost by aligning their products with consumer concerns:
For example, a brand in a declining fragrance market might find ways to engage women who are concerned about allergens and perfumes when pregnant. A laundry brand, aware of increasingly frequent water crises, could formulate a low-rinse formulation, which creates a consumer benefit, increases brand love, protects its market, and helps alleviate a serious and deepening environmental problem.
Creating a Green PR Toolkit
Creating the most effective consumer-led green PR strategies takes insight and experience. If your brand wants to find ways to promote its sustainability initiatives to consumers, Orange Orchard is ready to help. Our team of green public relations experts has decades of experience in implementing the communications strategies you need to reach the right customers with the right messages. Contact us online or at 865-977-1973.