This is a contributed post.
Somewhere along the line, customers started paying attention to more than just the price tag. They’re looking beyond the marketing and content creation you do as well (granted they do still care about this technically). Now, it’s about how a brand treats the planet, too. People aren’t just shopping, they’re making tiny votes for the kind of world they want to live in. Businesses that get this? Well, they’re the ones people rave about to their mates over coffee.
But making customers feel like part of the eco-club isn’t just about ticking the ‘we care about the environment’ box. Sure, it might help, but honestly, there’s some more work that’s going to go into it. Honestly, it’s about nudging them into small, clever actions that stick.
Make It Feel Like a Team Effort
Okay, sure, nobody likes being lectured into using a reusable cup. But telling a story customers actually want to be part of? Well, if you think about it, that’s a different ball game. The brands that win people over are the ones that say, “Here’s how we’re doing our bit, and here’s how you can join in.”
Actually, just go ahead and think of a candle business as an example (if this is something you’re doing for example). Sure, it could just sell the candle and move on. Or it could encourage customers to give the product a second life by repurposing the tins for candles into cute little storage pots or planters.
That way, customers don’t just feel like they’ve bought something, but they feel like they’ve contributed to something clever and kind to the planet. Suddenly, it’s not just a candle; it’s the start of a mini sustainability project. It’s just a small idea of course.
Give a Little Nudge (and Maybe Even a Reward)
Everyone loves a pat on the back, even for the smallest wins. Sure, it sounds a little weird (and maybe a tad infantilizing), but there’s some truth to it. Basically, people just like being reconigsed for their efforts. Besides, some customers just need that tiny incentive to go the extra mile. For example, maybe a cheeky discount on their next shop, if they return empty containers, a free refill scheme, or even social media shout-outs for creative upcycling hacks, can work wonders.
But it’s all about making eco-friendly choices feel like the easiest and most rewarding option in the room. Because people are far more likely to join in when there’s a high-five waiting at the end.
Make It Effortless
By all means, people want to help, but they don’t want it to feel like a part-time job. In that case, what can you even do? Well, the trick is to make being sustainable ridiculously easy. This could be something like offering refills at checkout, keeping packaging simple (and recyclable), or even printing friendly recycling reminders directly on the product goes a long way.
But overall, the fewer hoops customers have to jump through, the more they’ll actually follow through. Convenience is king, even in the eco-world.