Having spent many years working with product manufacturers, my experience has been that product manufacturers are good at making products, but may not always be good at communicating sustainability. I read environmental copy on company websites and brochures and it’s often unengaging, irrelevant and sometimes makes little to no sense.
Having any type of certification, ISO14001: EMS or Ecolabelling is a huge investment for most organisations, but more so, for small to medium size businesses.
So let’s get these credentials working for you. Here are our top 5 tips.
1. Make it relevant – what is important to your clients, do they have social and environmental requirements, or are they only interested in meeting Green Star requirements and want a Level A certified product. Consider what your clients are requesting– what are the most common asked questions, what forms part of your client’s tender requirements and then target these requests.
2. Make it easy – often it’s really challenging to find where the company’s environmental information is located on a company’s website. If Designers and Architects are looking for your Ecolabelled certified products on your website make it obvious as to which products are certified and to what Level – Is it a Level A, B or C?
3. Make it real - and make it meaningful. So often when I’m perusing websites I see so much ‘over the top’ sustainability or environmental information which sounds really disingenuous and sometimes nonsensical. Make sure you understand what you are writing.
4. Be honest - ensure you can substantiate your sustainability claims. The Australian Competition and Consumer Commission (ACCC) sets out Australian consumer law on how to market your environmental claims. Failing to comply can result in serious penalties. More information on the consumer law can be found on the ACCC’s website or by downloading our PRODUCT MANUFACTURERS’ GUIDE TO COMMUNICATING SUSTAINABILITY.
Most Ecolabelling product certification schemes require companies to follow ISO14021 – Environmental labels and declarations – Type ll, to ensure no false or misleading product claims.
Avoid ‘greenwash’ and using terms like ‘environmentally friendly’ or ‘ecologically sustainable products’. ‘Environmentally preferable’ would be a better option.
5. Make sure it’s engaging – tell your story, your unique story. Bring your clients along with you. What have you been doing that is different from your competitors? Why would they want to support your organisation?
For more tips and on how to communicate your company and products sustainability story and credentials download our free PRODUCT MANUFACTURERS’ GUIDE TO COMMUNICATING SUSTAINABILITY.
If you want to know more:
· Call Libby on 0448 026 508 or email us