How a copywriter can help sustainable brands (and the planet!)

Have you noticed a surge in sustainable brands and businesses these days? It's like a breath of fresh air for our planet! In a world where the environment is our most precious resource, it’s incredibly reassuring to see companies putting people and the planet before profits.

Although we have a long way to go, I applaud those doing great work for the betterment of the planet.

So, where does a copywriter fit into this narrative?

Well, all businesses need effective communication to reach their audiences. But it’s not only reaching the target market that’s key, it’s making a lasting impact. This is where the role of the copywriter shines.

Copywriting is the art of crafting persuasive and compelling written content.

It’s just not about sharing information, come on – anyone can do that. Hello ChatGPT.

It’s about writing to inspire action, build trust and connecting with your community. It’s writing with the right tone of voice to communicate your brand and values.

So, how can copywriting drive the success of sustainable brands?

Storytelling with purpose

At the heart of every sustainable brand is a powerful story.

Take Melbourne-based business Who Gives a Crap. They donate 50% of their profits to help build toilets and improve sanitation in the developing world. One of the founders (Simon) sat on a toilet in their warehouse. He refused to move until they had raised enough pre-orders through crowdfunding to start production. 50 hours later they had raised more than $50,000!

By highlighting this story, it shares the brand's mission, values and commitment to people and the planet. It's engaging and funny and provides a deeper connection with their customers.

Educating and informing

Although people are becoming more switched on, many consumers are still unaware of sustainability and what it means. Let alone how their purchasing decisions can affect the environment. 

Clear, easy to read copy makes complicated concepts simple!

Writing in plain, relatable language can empower consumers to make better choices.

Another Australian company making a difference is felix mobile. With clear and engaging copy, the customer can understand the positive impact they are making for the planet. Woohoo!

Compelling calls to action

Copywriters craft compelling calls to action that motivate consumers to take action. Whether it's making a purchase, signing up for a newsletter, or participating in a sustainability initiative.

Future Super is an ethical investment firm that helps move super out of fossil fuels and into proactive climate solutions. Hello to reducing that carbon footprint! They have a clear call to action on their home page, put simply - “join now”.

Building trust and credibility

Trust is essential for any brand. But, it's particularly crucial for sustainable brands, which often face scepticism from consumers wary of greenwashing.

Outland Denim is an Australian company with a clear mission. They showcase their authentic brand which helps build trust and credibility with consumers. With a statement on their website saying it all - “Designed to uplift people and planet. No smoke. No mirrors. No greenwashing. Only genuine impact woven directly into our denim.” This is copywriting at its best.

Brand differentiation

In a crowded marketplace, copywriting can help sustainable brands stand out.

For example, Ettitude is a sustainable bedding company on a mission to reduce its impact on the planet. They use bamboo, as an alternative to cotton (requiring 500 x less water to produce). Plus, they run a bedding recycling initiative. How good is that?

Highlighting the unique selling points, initiatives and the brand's commitment to sustainability helps to differentiate the brand.

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Want to work with me?

✍️ Hi, I’m Abby! I’m a freelance writer, copywriter and content creator, helping brands, businesses and organisations find the words to share their story, connect with customers and drive sales.

If you’re curious about how I can bring some magic to your brand or business and save you time, let’s have a chat! Book a free 15-minute discovery call—no strings attached—and let’s see if we’re a great match.