If you’re struggling for ideas for your social channels, or if you aren’t sure know how to communicate your brand’s mission, then take inspiration from these sustainable brands with great social media.
Social media narrows the path between your sustainable brand and your potential customers. Platforms like Instagram, YouTube, Facebook, Twitter and LinkedIn are crucial for building awareness, but more importantly, they can help customers discover your product or service.
While Google is still the leading search platform, people use social networks to research brands and products. Research by Global WedIndex and published by Smart Insights shows that 43% of global social users research products online via social networks. The same research shows that 27% of people state that they’ve discovered a new brand by a social ad.
Getting people to notice your post or persuading them to click on your ad is not easy. According to Brandwatch, each second, 6000 tweets are posted, and a mind-blowing 95 million photos are uploaded each to Instagram (Omnicore). Sustainable brands with great social media use sustainable marketing to get the right people to notice their posts and take action (liking, sharing, clicking on it).
What is sustainable marketing?
I’m not going to give a lengthy explanation of what sustainable marketing is, but a simple explanation is ‘the promotion of sustainable products, services, processes and practices and brand values.’
One of the principles of sustainable marketing is that the brand must define its mission in social terms (i.e., the benefits to the environment, social groups, and the user that are provided from using this product or service), instead of focusing on the product features.
With so many people consuming information from social media, it makes sense to incorporate sustainable marketing into your social strategy. If you need inspiration for social posts for your brand, here are examples of sustainable brands that are doing social media really well:
If you think about it, so many everyday items are single-use and non-recyclable. And where do these items end up? In the bin and eventually in landfills.
Many countries can look to Denmark for inspiration on reducing single-use plastic, and the country landed the number spot on the 2020 Environmental Performance Index (EPI). It’s no surprise that a Danish sustainable startup has made it onto my list.
Last Object is on a mission to create reusable and sustainable alternatives to single-use products. The products they’ve chosen (cotton swabs, makeup pads and tissues) are things that you may think can only be used once. Yet, they’ve found ways to make them reusable while still maintaining their quality. This is truly revolutionary.
How do they do this? By choosing sustainable materials (plant-based plastic/ocean-bound plastic, organic cotton) and working with environmentally-friendly production partners.
Instagram is a visual social media platform, and Last Object, in my opinion is one of the best sustainable brands on Instagram. They ensure that each image in the row complements the others. This strategy makes it easy for people to navigate their Instagram feed, understand the products they offer and most importantly, it makes it easier for Last Object to get their message across.
What can you learn? Quality images and an organised grid help to communicate your brand’s mission.
While getting your grid strategy right is important, it’s equally important to ensure each post supports your brand’s mission. Here they’re saying that it’s OK not to be perfect and that making small changes to your lifestyle is what matters.
What can you learn? People want to read things they can relate to.
Unless you’ve been on another planet, you should know what damaging effects plastic has on the oceans; sea animals feeding on plastic, sea creatures and birds getting caught in plastic and fishing nets and microplastic being eaten by fish which then passes onto humans through the food chain.
Ocean Bottle is on a mission to reduce the amount of plastic dumped into oceans and to change people’s use of single-plastic.
Ocean Bottle produces recyclable bottles made from vacuum insulated stainless steel and plastic that would have ended up in the ocean. If that wasn’t amazing, for every Ocean Bottle sold, they fund the collection of 11.4kg of ocean-bound plastic. That’s equivalent to 1000 plastic bottles that could have been floating in seas and oceans right now.
Ocean Bottle fund plastic collectors in impoverished coastal areas where the dumping of plastic is commonplace. The plastic that the collectors gather can be exchanged for money or credit via blockchain technology to spend on tuition, healthcare, etc.
Ocean Bottle’s mission is to reduce the amount of plastic destined for the ocean. The mechanism for doing this is through the sale of their recyclable bottles that funds the work of plastic collectors. This is amazing, but people may struggle to grasp the impact being made, mainly as it’s happening in faraway places.
A simple solution: post a picture telling people how much plastic has been collected.
What can you learn? There are times when an image can say it better than text.
Allbirds mantra is to create things in a better way. Take shoes, for instance, the majority of which are made from synthetic materials that use a lot of energy and water in their production.
You’ll probably be shocked to know (I was!) that it takes about 2,257 gallons of water to make one pair of shoes. A further 55 gallons of water is needed to make a pound of synthetic rubber for the shoe’s sole. (The 71 percent) Put that together, and that’s enough water to keep 88 elephants hydrated for a day.
There must be a better way of making shoes? Allbirds have found it; make shoes from natural and recycled materials, like Merino wool, tree fibre, sugarcane and recycled plastic bottles (to make shoelaces). Using natural materials is a sustainable way to make shoes; less water is needed to process the material, the materials can be regrown and sourcing these materials where they grow, the company is supporting local producers.
In this Twitter post, it’s clear that Allbird is sticking to its mantra of there’s a better way to do things. Here the message is using leather to make shoes is bad for the planet, so working with the planet, we developed a plant-based alternative instead. The post isn’t filled with claims or stats about the new material. The message is clear; plant leather is an excellent alternative to leather.
What can you learn? It’s fine not to focus on the product’s features and instead highlight its value.
If my article on sustainable brands with great social media has got you thinking about your social channels, but if time is holding you back from writing engaging and informative social posts, then get a professional copywriter to do it for you – yep me! Get in touch to arrange a free initial chat.
About me: I’m Emma a copywriter and content manager based in Harrow, London. I have a passion for content and for creating amazing content for brands that have a strong social and ethical ethos.