Tapping Into Your Audience’s Values: Why You Need A Sustainability Copywriter

In a world grappling with the urgent challenges of climate change and the need for sustainability, effectively communicating your brand’s sustainable practices to customers is more important than ever.

This is where you need the expertise of a sustainability copywriter, to help you bridge the gap between adressing customers’ sustainability concerns and the persuasive power of well-crafted words that inspire action and drive product adoption.

There’s a lot of ambiguity when it comes to sustainability copywriting

Navigating the intricacies of sustainability can be a daunting task due to the diverse perspectives of stakeholders, greenwashing, and the challenge of defining terms like “eco-friendly.”

Sustainability is a constantly evolving concept influenced by emerging technologies, changing regulations, and evolving consumer preferences. Whether you’re a novice or an experienced brand owner, staying informed and keeping up with the latest trends is essential when tackling the topic of sustainability.

For a thriving sustainable business, an expert who can delve into the core desires of your target market is essential. In one survey, 81% of consumers said they must be able to trust the brand and do what is right in their buying decision[1].

As an ethical, sustainable business, it is important to communicate to your customers that you can effectively:

• • Provide value

• • Take conscious actions in your business

• • Avoid unethical business practices

This is when a sustainability copywriter steps in. 

Do I need a copywriter when I can use AI?

The answer is a resounding yes!

Copywriting should never be generic, vague, formal or boring (AI, anyone?). Copywriting is more informal and conversational than traditional writing and always incorporates a call to action (CTA).

Let’s take this CTA example:

“Discover our free guide on sustainability in the home” versus

“Grab your free home sustainability guide now!”

Which one would prompt you to act?

A sustainability copywriter excels in creating sales content for sustainability brands. They have the skills to write for consumers who prioritize environmental, ethical and other social justice concerns.

Sustainability copywriters effectively appeal to the emotions of environmentally and socially conscious customers by making them want to click your call to action (CTA) button before they finish reading!

Let’s take another example, this time for a product description:

“Try our eco-friendly organic soap which comes in recycled packaging” versus

“Experience the natural luxury of our lemongrass soap, containing 100% ethically sourced organic ingredients from 4 farms in the Phetchabun Province in Thailand. All our soaps come beautifully encased in 100% recycled paper produced by our local partner, eco-wraps. For every soap purchased, we donate $1 to our farming community schools in Thailand.”

Which description would make you buy? The second example is specific and provides the information your ethical target customer wants. With the first example, we can’t even tell whether the product is 100% organic, or what portion of the packaging is recycled.

A copywriter is therefore someone who crafts persuasive language to encourage readers to take action. For both products and services, these might include:

• • Submitting an email address for a free newsletter subscription

• • Purchasing a product /service

• • Downloading a free eBook

• • Engaging with the brand on social media platforms by hitting like or posting a comment

Working with a sustainability copywriter will help you be more transparent

Sustainability copywriting gives businesses a powerful tool to promote transparency, educate customers and empower informed purchasing decisions.

A sustainability copywriter will:

• • Speak the language of your target audience to build trust and connection

• • Communicate advanced knowledge in straightforward terms for conscious consumers

• • Be able to apply search engine optimization (SEO) to enhance your brand’s organic Google ranking

• • Craft content in your brand’s unique voice to attract ideal customers via authenticity

• • Have expertise in sustainability niches, including the application of specialist terminology and industry-specific content to avoid greenwashing and other issues

• • Leverage storytelling and emotion-driven copy to inspire action

• • Save you time learning copywriting techniques so you can focus on your business

Your sustainable business is specialized, with a distinct customer base. Therefore, you require a copywriter who understands the intricacies of sustainability and, more importantly, your target audience.

Is copywriting the same thing as sustainability communication?

No. Sustainability communication is a more formal and specialized form of writing. It is “the commitment of a company to speak truthfully and authentically about its sustainability strategy, goals, and efforts. It helps companies build their reputation, create a competitive advantage, and engage stakeholders[2].”

The writing a sustainability copywriter can provide includes:

• • Website copy

• • SEO descriptions and alt image attributes

• • Product descriptions

• • Sustainability blogs and articles

• • Video scripts

• • Social media posts

• • Email sequences

• • Newsletters

• • White papers

• • Sustainability reports (this refers to general sustainability reports, not those required under official standards such as GRI, IFRS and other established organizations).

What other brands are doing

Many brands collaborate with sustainable copywriters to effectively convey their sustainable initiatives, connecting with environmentally conscious consumers and enhancing their green reputation.

You will require a sustainability copywriter if you:

• • Lack the time to master the intricacies of the sustainability copywriting

• • Find challenges in creating captivating copy with a well-defined call-to-action

• • Find your customer conversion rate lower than desired

• • Have an outstanding sustainable product but grapple with articulating its benefits to your customers

Conclusion

Are you ready to improve how your brand communicates its sustainable message to your customers? Hiring a sustainability copywriter is the game-changer you need. With their expertise, you can effectively communicate your brand’s unique sustainability practices in a persuasive and friendly manner, captivating your audience and building genuine connections. Take this opportunity to stand out, inspire action, and communicate your sustainable brand’s message.

I’m excited to help you connect with your customers and make a difference in their lives. If you need help with your sustainability copywriting, reach out today!

Email me today to find out more about my sustainability copywriting services.

References

[1] Edelman. (2020). 2020 Edelman Trust Barometer Special Report: Brand Trust. Retrieved from https://www.edelman.com/sites/g/files/aatuss191/files/2020-06/2020%20Edelman%20Trust%20Barometer%20Specl%20Rept%20Brand%20Trust%20in%202020.pdf

[2] Sustenuto. “The Five Foundations of Sustainability Communications.” Sustenuto, 2021, https://sustenuto.com/insights/the-five-foundations-of-sustainability-communications/#:~:text=Sustainability%20communication%20is%20the%20commitment,competitive%20advantage%2C%20and%20engage%20stakeholders.