Make Your Sustainable Messaging Matter.

At MBB, we believe when it comes to brand, the right words can work wonders. We consistently partner with our clients to help them position themselves in the market with language that’s both memorable and ownable.

As people who always have their minds on messaging, we’re noticing a trend that brands are starting to lose their impact when communicating their sustainability initiatives. Missing within the high-level eco-speak, charts and vision statements are the underlying personality and tonality of the brand itself. To change that, here are five key rules to adopt when developing your brand’s environmentally based messaging.

Make it tangible.

The efforts you are putting into implementing sustainable measures are important. But the outputs of those efforts matter more to consumers. Spend less time crafting messaging about HOW you are working to create change and more time on WHY that change is meaningful for the future.

Make it authentic.

Consumers don’t wake up thinking about circular value chains, low-carbon shipping or regenerative agriculture. It’s important to connect over sustainable matters in ways that resonate more clearly. Using everyday language is a critical component of drafting your overall sustainability message.

Make it consistent.

Now more than ever, there is increased scrutiny around the claims that brands are making about their products. It’s important to have increased governance of your brand’s voice—especially in the sustainability space. Developing a messaging guide will ensure your entire organization has access to properly vetted headlines, proof points and product attributes.

Make it distinguished.

There are many brands swimming in a sea of sameness when it comes to their sustainable visions and missions. While it is important to clearly communicate your goals to consumers, don’t let your brand’s personality get lost in the shuffle. Your voice is one of the easiest ways to ensure your vision stays unique and true to your brand.

Make it resilient.

Doing what it takes to positively impact the planet takes not only a willingness to adopt new strategies—it also takes the ability to evolve when new needs arise. Make sure your sustainable messaging has the staying power it needs to resonate well into the future.

Keeping these rules in mind will ensure you not only articulate your vision, but you’re able to do it in a way that’s distinct to your brand. And, if you’re ever at a loss for words, we’d be happy to help.