How To Market Your Sustainable Fashion Brand Without Greenwashing
If you are a truly sustainable brand that is genuinely doing good in the world, how do you communicate that and stand out from the brands that are just doing it as greenwashing…
Greenwashing is providing misleading information about how products are more sustainable than they are to capitalize on the sustainability movement. So, with so many brands out there misleading consumers and putting on a sustainability front, how do you as a truly sustainable fashion brand stand out and make sure that your values are clear…
We’re going to break down the steps to successfully marketing your sustainable fashion brand without falling prey to greenwashing. But before we dive in, we want you to remember two things:
You do not need to do everything perfectly from the get-go (just try to be your best sustainable self!)
If you don’t have a fashion background or sustainability background, it’s important to consult experts to ensure that you are doing this properly
Steps To Authentic Sustainability
1. Sustainability Strategy Values
Make sure that you identify what is important to you and your brand when it comes to sustainability. You want to have a well-thought-out strategy that can be easily understood by your team members and community so that everyone can see your vision. We know it can be tempting to try and solve every sustainability issue in one go, but don’t commit yourself to a bunch of things that you can’t realistically achieve. This is why it’s so important to determine your values and what issue you’re most passionate about solving. Whether it’s carbon emissions, textile waste, ocean plastics, or something else entirely, hone in on your values and commit.
2. Authenticity
Do something that is aligned with your brand. So often we see brands committing themselves to things that have nothing to who they are… and that can make for a confusing message to your ideal customer. You have to make sure that you’re not only authentic in your communication but also in what issue you’ve committed yourself and your brand to. And while we’re on the topic of communication… when it comes to sustainability, so many sustainable fashion brand founders take a sombre approach. As much as sustainability is a really important topic, it’s also exciting and brings forth so many opportunities for the future! So if you’re brand is usually light and airy, or you have a sarcastic tone to your marketing, make sure you continue with that when it comes to talking about sustainability so that your customers know it’s you.
3. Transparency
Remember what we said earlier, it’s okay if you’re not perfect right from the get-go. Transparency is huge when it comes to sustainability because your customers just want to know the truth and they want to know what you’re working towards! A good way to do this is to outline what you’re currently doing and then build out a plan for what you want to do in the coming years. Not only does this show that you’re being open about where you’re at right now, but it shows that you’re looking to improve and grow and that you’re committed to action.
However, you have to stick to the plan. Don’t be overly ambitious and cram a million things into your five-year plan and then five years later have to push things back or revert to your commitments. Be realistic about what you and your team can accomplish.
4. Provide Proof
One of the best things you can do when it comes to building credibility with your customers is to provide proof of the action that you’re taking toward sustainability. This means showcasing metrics and results that your brand is getting as a result of your commitment towards bettering the planet and righting the harmful fashion industry. If you have any certifications as a business or if you are partnered with mills and production facilities that have sustainability certifications, sharing that with your community is also another great way to build credibility and provide proof that you’re not just all talk.
5. Communicate With Your Customers
We want to remind you that it’s important to consult experts if you’ve never done this before and do your due diligence. Although it more often comes from a place of people just wanting to understand, you might get some backlash from your customers about your sustainability goals. That’s okay! Don’t shy away from committing because you’re worried about negative feedback. Recognize that it’s an opportunity to better communicate your mission and values with your community.
6. Share Resources — Educate
As a sustainable fashion brand, you probably have a community of followers who want to do good in the world, but it’s hard to do that without resources and the right information. Make sure to share resources with your customers so that they can support the sustainability movement! Educate them on how to spot the difference between a truly sustainable brand and one that’s greenwashing to capitalize on the sustainability movement. Support their learning!
