Your Brand’s Sustainability Communication Cues 1. Remember that brand and package design are part of the conversation with the consumer. Mention the
packaging material. People have varying levels of knowledge about sustainability. They may think you’ve moved away from sustainable practices, not towards. a.
What materials are used for packaging your product(s)?
b.
How are they communicated on your package?
c.
What can be improved?
2. Your package starts a conversation in a judgment-free zone, so explain in plain language, or using icons, badges, or symbols, to demonstrate your product’s sustainability play, i.e., compost-fed or grown locally. a.
What badges, icons, or plain language items on your package talk about sustainability?
b.
What more, if any, could be added?
3. Add something to show the brand or business is mindful of and even address what it can do to be more sustainable—for example, informational copy or a call to action. Perhaps a QR code or link to social media could help further educate the consumer. a.
Is there company-wide marketing copy, icons, or symbols that can be used?
4. Understand how your brand essence would embrace sustainability practices. a.
Think about how your brand would talk about sustainability.
b.
You can explore our Brand Essence tool from our blog post titled, “How Can a Brand Cultivate Trust with Its Consumer.”
5. Ask your agency to offer ideas around packaging formats, inks, etc., that may contribute to less waste or reduce the chemicals used in production. a.
Or ask your packaging innovation department or brand/product colleagues.