Sustainability matters: how to connect with Australian consumers through ESG and net zero initiatives
October 12, 2023
These kinds of actions are critical for businesses today with consumers actively choosing brands aligned with their own values. Demonstrating your genuine commitment to social responsibility, fair governance and a strong environmental stance can create a competitive edge and build lasting loyalty. Brands in Australia are cottoning on to the fact that customers, employees and investors now expect them to address these areas in their business, rather than sweeping them under a green-washed rug. In fact, to thrive, brands must authentically incorporate ESG considerations into their business to connect with customers, stay competitive and contribute to a more sustainable world.
When you’re trying to align your brand with ESG principles, using phrases like ‘net zero’ might seem reasonable, but how can you ensure your customers believe what you’re saying? The answer is to educate them and be authentic. Use facts and stats, display your certifications, and detail where possible even the smallest efforts – but don’t go rubbing it in people’s faces, no one likes a show off.
“7% of our wool materials are made with recycled wool. As a result, we reduce our CO₂e emissions from those fibres by 95% compared to virgin wool; that amounts to more than 56,000 pounds of CO₂e.”
“A Certified B Corporation, Patagonia’s mission is to build the best product, cause no unnecessary harm, and use business to inspire and implement solutions to the environmental crisis.”
If you’re trying to connect with your customers through sustainable initiatives, think about the credibility of your statements and be honest above all else. Even small change is a step in the right direction so it’s ok to start to tell your sustainability story before it’s complete. “From little things big things grow” as the song goes.
To create connections with your customers through your ESG and Net Zero initiatives, don’t make things more complicated than they need to be. It goes without saying that you shouldn’t underestimate the intelligence of your audience, but endless streams of data about your positive impact can be off-putting for even the most environmentally conscious customer.
All aspects of your brand messaging should be easily digestible, impactful and enjoyable to consume – and the same goes for your sustainability messaging. Consider using infographics or short video content to engage your audience, rather than lengthy reports about your impact.
“To create connections with your customers through your ESG and Net Zero initiatives, don’t make things more complicated than they need to be.”.