“Look for opportunity amongst adversity,” reads the 9th piece of advice from a Harvard Business Review article. In this way, we’re also looking for opportunities to help others switch gears, finish new projects, and re-pivot to meet demands. A great example of this is the social video platform Kuaishou which partnered with the Ministry of Education to launch a national online cloud classroom. These are the creative ways to support and educate those seeking sustainability.
Here are 7 digital actions an environmental business can leverage right now to build a more solid fountain for marketing and sales.
1 – Write a whitepaper on your eco product or service
Eco-focused CEOs are underrepresented when it comes to environmentally-focused white papers. Now is a great time to change this and increase the level of knowledge on various environmental solutions and why they were created and placed on the market. Blockchain startups have taken the white paper to be a standard. The Environmental Business Sector can learn more from this example. White papers are an excellent opportunity to spell out the background and functionality of your environmental solutions. Power Ledger gives an excellent example of how it’s done. See the Power Ledger Whitepaper.
2 – Build your library of eco case studies
A great educational tool can be case studies. Case studies help deliver on the proof of concept for environmental solutions. Case Studies guide B2B and B2C buyers to the successful outcomes they’re looking to achieve. A simple formula for drafting your case studies is to highlight the client via 1) the situation, 2) the impact, and 3) the outcome. Great case studies tell a story and can quickly help readers adopt the offered environmental solution. The frequent publishing of case studies also supports excellent SEO. FloWater serves as an excellent example of the use of case studies. FloWater highlights the impact made for improving wellness and quashing single-use plastic bottled water. Way to go, FloWater (and Lululemon)!
3 – Finish that book on sustainability the world has been waiting for
During significant change lies an opportunity for eco-founders to take their ideas and spread them while the world is open to new ways of living and working. Whether it be a reuse revolution or renewable energy education, environmental leaders deciding to pick up the pen is more a matter of opportunity, inspiration, and timing right now. Spending a couple of hours a day writing a book that supports the ecological movement forward could be an excellent trade for commute hours.
An example of a coupled must-read book and subsequent solution to our cradle-to-grave problem is Cradle to Cradle: Remaking the Way We Make Things by Michael Braungart and William McDonough and the Cradle to Cradle Certification Website.
4 – Develop that resources page on your website
If your team has always thought about developing resources housed in a helpful section of your website, it’s a great time to build your website resources page. Whether you offer calculators, checklists, or any collection of useful downloads or links, having one centralized place where this information is stored will vastly help your audience grab the info they need quickly. Even if your resources page is downloadable, readers can keep it with them and have quick access on their desktop; your brand will be top of mind each time a user finds its value.
An excellent example is a resource guide created by Youth and Environmental Europe for Uniting Youth for Ecotourism.
5 – Advocate and educate policymakers for a sustainable future
Think your voice doesn’t make a difference? Think again; as a sustainable business, your voice is critical because you represent the bridge for environmental policies and commerce. With more entrepreneurs taking charge of solving social and ecological issues with market solutions, the lobbying force for environmental issues supported by businesses is immense. A great example of that is the American Sustainable Business Council, which serves public policy interest for 250,000 responsible companies. As laws rapidly change, now is a great time to get involved with public policy to help guide those changes on the right course, whether through direct policy influencing or through a firm that assists with these efforts.
One shining star in the world of retail meets activism is Patagonia. From their homepage, you can see what is most important to the company in four simple menu options: Shop, Activism, Sports, and Stories.
When you dive a little deeper, you can see that Patagonia is working on issues that lead its target audience into education and action, showing its genuine interest in making the world better. Patagonia is working beyond making clothes. Highlighting Environmental justice issues like oil drilling in Los Angeles communities of color to a level of importance is not often seen in sustainable luxury brands. The environmental policy team at Patagonia understands that if we aren’t working together to protect each other and solve environmental problems together through political action, we won’t get very far.
Are you inspired to make environmental and political action a more significant part of your business? Get inspired by participating in Patagonia’s activism page. Contact our team to help strategize a plan tailored to the environmental issues your company wants to elevate, sway, and build a movement for.
6 – Develop your forward-thinking app
In light of recent circumstances, every business has had to adjust, revise, and pivot toward a new future. Undoubtedly, digital innovation for sustainable brands will be vital for future growth. The world could use more apps that help people make better choices, get easy-access education, and keep things moving for a healthier path.
A fantastic app that helps keep environmental reporting organized and up to speed is Wildnote, created by Kristen Hazard.
7 – Engage your Team with tailored training on sustainability
While your team may work a little differently these days, sustainability initiatives are forging ahead. The most important topic on the mind of sustainability directors is how to support employees in their journey toward environmental literacy.
Sustainability Executives asked, and the A.R. Marketing House Team listened. We are currently developing a helpful resource to assist employees on their sustainable journey to support the successful accomplishment of sustainability initiatives. If you’d like to stay updated on the best way to engage employees to support sustainability initiatives. Sign up here!
If your eco-business is ready to take action and flex your digital content muscle, we’re here to help. Growing your sustainable brand’s online presence through creative, helpful, environmental content is a move for solidifying a long-term hold. While there are many forms to explore, starting with a strategy and education on your website is vital. Connect with our team, and we’ll make your content journey exciting and effective.