Can marketing save the planet? It’s a bold question and something I’ve been thinking about a great deal since I came across Michelle Carvill and Gemma Butler’s insightful online ‘Lunch & Learn’ workshop.
As a copywriter, I see the word sustainability popping up here, there and everywhere as clients keenly promote the environmental credentials of their products and organisations. I’m becoming increasingly aware of my responsibility to be educated and aware of when it’s appropriate and beneficial for companies to use the S-word in their messaging, or when it’s not. After all, there can be financial consequences for those getting it wrong, intentionally or otherwise.
Thanks to Michelle and Gemma’s work, I’m heading in the right direction – learning to question the science behind the spin, look at the truth behind the big numbers, and choose my words extra carefully.
So to copywrite conscientiously, here are four things I’ve learned so far:
Easy does it
It’s important to explain a scientific subject in an accessible way – instead of talking about circularity, mention refills, repairs, reusing products instead. Does Vinted mention circularity first and foremost in its marketing?
Know your audience
Focus on what matters to customers – most people are driven by self-interest rather than sustainability – so focus on the benefits of a product or service to them. It could be price, performance, reliability, for example. Alternatively, make it personal – how would it impact their everyday life?
Truth wins
Back it up and be authentic – evidence is essential for any environmental claim, and being honest is always the best way to go to continue building trust.
Be positive
It’s not all doom and gloom – as awareness of the climate emergency grows, there are huge opportunities out there for businesses to benefit from an increasing desire from consumers to do the right thing. Through repairs, refurbishments and remanufacturing – waste can be a valuable resource! And innovation and entrepreneurship can lead to inspiring new solutions… take a look at what Releaf Paper are doing with fallen leaves.
And what better time to reflect on all of this than today – World Environment Day 2025. It’s a moment to consider the impact our words, choices, and actions have on the planet. Whether it is writing copy, creating marketing campaigns or everyday decisions. We should consider if we’re helping or hindering? Because when it comes to sustainability, every word counts.