If you want to grow your business, properly market yourself, do digital marketing the right way, and obtain more visibility, you need to do it the green way! Yes, sustainability sells. It’s the word that makes people feel good about buying shampoo, booking a hotel, or choosing one café over another. But here’s the thing that you have to keep in mind: the internet is full of brands throwing around the word “green” like confetti, and people are catching on fast.

So, how do you create content that sounds real, honest, and makes people trust you’re not just hopping on the trend? Well, it’s actually pretty easy, it’s about dropping the buzzwords and getting a little more human about it all:

Show, Don’t Tell:

People don’t just want to hear that a business cares, they want to see receipts. The behind-the-scenes stuff. The proof that there’s actual work going on, not just a photo shoot next to a tree. Content should be showing real actions. Maybe the company switched to compostable packaging. Maybe it ditched overseas suppliers to work with a local factory, instead. Perhaps the materials your company uses like newsprint paper sheets and rolls are one hundred percent recycled. Whatever it is, talking about the “how” is way more powerful than just claiming to care.

No Business is Perfect:

Trying to sound like your company has got sustainability totally sorted makes people suspicious because no business has it all figured out. Consumers love a bit of honesty. Just saying, “We’re working on reducing waste, but still figuring out how to fix our packaging” is way more trustworthy than pretending every part of the supply chain runs on magic and sunshine. People relate to the journey. Show them the progress and even the mess-ups along the way, it’s far more engaging than pretending to have everything wrapped up in a neat little eco-bow.

No to Eco-Lingo:

Terms like “carbon offsetting,” “zero-waste,” and “circular economy” get thrown around constantly. If used well, they show the brand knows its stuff. Used badly? They sound like buzzword soup. But what’s the fix? Make it understandable. No one wants to feel like they’re reading a textbook. Just explain how switching to a circular model cuts down on waste, or how “carbon neutral” actually plays out in everyday business. Ideally, just keep it real, keep it simple, and stop the eyes from glazing over as soon as they see “going green”. It can be beneficial to look into a waste management glossary since this can help a lot for double-checking that these words actually mean what the brand thinks they do.

Walk the Talk:

One of the fastest ways to lose trust is talking about recycling while throwing half the office waste straight into a landfill. The biggest brands get called out when their eco-content doesn’t match what’s happening behind closed doors. So many brands are guilty of this, way too many actually (especially anything fashion-related). Sustainability content should reflect real actions. If the business is still shipping products in mountains of plastic, maybe don’t lead with “we’re saving the planet.” Instead, focus on what’s actually happening even if the steps feel small.

Refresh the Aesthetic:

Everyone has seen it: The leafy logos, beige backgrounds, and the stock photo of someone holding dirt with a tiny plant poking out of it. It’s not that it’s bad, it’s just… tired. The best sustainability content doesn’t rely on the usual props. Instead of dressing up content with recycled paper filters, it stands out by telling great stories and sharing results. Clean visuals and bold, modern designs can still feel fresh and eco-friendly without looking like every other “green” campaign.

A green business can be a well loved business when done right and these tips are a great place to start!

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