WHY Every Green and Conscious Business Needs a Sustainability Copywriter
Your sustainable business is changing the world! But is anyone listening?
How many sales are you making?
I read an article from the Harvard Business Review about green customers. It was the first article I read when I decided to become a sustainability copywriter. It gives an overview of a paradox where most consumers prefer eco-friendly products and services but, in the end, they don’t buy.
Of course, there are many factors such as price (#1 reason) and availability (2nd consideration) that affect purchase decisions according to this study. Can you guess the third greatest barrier to making a sustainable purchase?
It’s COMMUNICATION.
If you're nailing this, great! Congratulations!
If not, don’t worry; we can fix this. Keep reading.
Why Is Sustainability Communications Different?
Unlike conventional businesses, communicating sustainability is complex. What might work for traditional products may not work for your green business.
For one, it requires a lot more explaining. I mean a whole lot more, not just for your customers but across different stakeholders. It also demands a distinct approach to relaying your message. How you say it is a great reflection of who you are and what you stand for. Lastly, sustainability is an ever-evolving domain. This means keeping up with the industry trends and communication standards.
These things are the main reasons why you need a specialist — a sustainability copywriter.
And this is what this blog is all about.
But first, let's start by making things clear - definition.
What is Copywriting?
Copywriting is the art and science of using words to persuade action. Often this is misconstrued for the copyrights (you know for authors and creatives). So no, a copywriter has nothing to do with intellectual property. But it’s simply writing that compels you to act such as clicking the button, signing up, or buying.
- Copy: The material produced (ads, emails, social media posts, videos, websites).
- Copywriter: Someone who writes copy. Copywriting aims to persuade; content writing aims to inform and educate.
What Is a Sustainable Business?
A sustainable business—like yours—is an entrepreneur or organization that prioritizes not only profits but also people and the planet. You care about making Earth’s resources and environment serve current and future generations. It’s about caring for humans too.
What is a Sustainability Copywriter?
A sustainability copywriter is a specialist who writes persuasive copy for sustainable brands.
That’s the one-liner. But there's so much more to it. Let’s explore why your business specifically needs one.
(Btw, that image on the right or bottom depending if you're using laptop or mobile, is me. Hello! It's Check! Anyway back to our topic.)
Why You Need a Sustainability Copywriter?
I could give you 100 reasons (interesting blog topic—I may write that soon), but here are the three main reasons:
1. Connecting with your customer on their sustainability journey (whichever stage they may be)
Traditional copywriting often focuses on getting customers to indulge in a never-ending buying spree. While it’s true some content is meant for nurturing and relationship-building, the majority is centered around sales. The goal? To move customers to buy, keep buying, buy now, and buy more.
To achieve this, a trained copywriter leverages common industry tactics, like the seven primal desires that drive human behavior: greed, sloth, lust, pride, wrath, gluttony, and envy. These triggers tap into fundamental human instincts to drive rushed decisions.
Example of a Traditional Copywriting Tactic
This ad uses a bold headline and imagery to trigger our primal need for gluttony. It’s blunt, but you get the point.
Smashburger Ad: Lust at First Bite
Using primal fears in copywriting presents ethical problems:
- It exploits vulnerabilities
- It promotes unideal values
(I know, ethics is a bit of a heavy argument. But this is something we need to start embracing in marketing and business with all the things happening in the world.)
In green businesses, we take a different, more mindful approach.
An eco-copywriter understands the mindset, concerns, and aspirations of customers at every stage of their sustainable shift.
Whether they’re just starting or are full-blown eco-conscious consumers, an eco-copywriter crafts messages that connect without exploiting weaknesses or promoting negative values.
Our unique mission: Yes, we want customers to buy, but consciously. For us, it’s more than transactions. It's sparking meaningful and transformative journeys. We create copy that inspires and motivates. Just look at the golden standard Patagonia has set.
Patagonia’s Iconic Ad: “Don’t Buy This Jacket”
See its 2001 Black Friday Ad.
While others promoted endless buying, Patagonia encouraged mindful shopping and conscious consumption.
Sustainability copywriter connects with customers at every step of their sustainability journey, aligning with their values and inspiring sustainable habits.
2. Avoiding The Whiplash of Greenwashing in Your Communication
Merriam-Webster defines Greenwashing as the act or practice of making a product, policy, activity, etc. appear to be more environmentally friendly or less environmentally damaging than it is.
68% of US executives admit their companies are guilty of greenwashing. It’s everywhere! Some brands milk the sustainability trend to make a quick buck. Others genuinely try to be green but unintentionally slip into greenwashing.
The Need for Clear and Detailed Communication
To avoid greenwashing, you need a clear message. This involves:
- Creating content that dives deep into the details
- Backing up your sustainability claims with hard-hitting data
Producing this content can be a time-suck for your team, not to mention the expertise required to conform to industry standards. In this case, a sustainability copywriter becomes your industry partner, saving you time so you can focus on more critical tasks—like saving the world!
You see, even the best-intentioned companies can fall into the greenwashing trap due to inexperienced copywriting. When customers are deep in their sustainability journey, they crave authenticity and transparency. 88% of consumers hesitate to trust a brand that just claims to be sustainable.
Simply saying “eco-friendly” is so 1900s. A sustainability copywriter uses the right words and avoids the wrong ones.
3. Typical "Eco" Copy vs. Green-Conscious Sustainability Copywriting
Let’s compare the differences between the former, which often lacks depth and specificity, and the latter, which focuses on transparency, clarity, and substantiated sustainability efforts.
Example 1: Green Creative Agency Copy (Website Design Service)
Typical Eco Copy:
"Choose our eco-friendly website design service! We build low-carbon websites that are great for the planet while helping your business thrive."
Notice how it uses broad terms like “eco-friendly” and “low-carbon” without explaining how the service achieves these benefits. It lacks concrete details or proof of the environmental impact, leaving clients questioning the validity of the claims.
Green-Conscious Copy:
"We design websites with sustainability in mind, reducing energy use through lightweight code, hosting on renewable-energy-powered servers, and optimizing data transfer to lower your digital carbon footprint. Transparent reports track your website's environmental impact."
This version mentions how the service reduces its environmental footprint, such as “lightweight code” and “renewable-energy-powered servers.” It also offers transparency through reports, giving clients measurable proof of the ecological benefits. Although not shown here, you need to add more proof and context on these claims like the renewable-energy-powered servers, etc.
Example 2: Green Tech Solution Copy (Energy Management Software)
Typical Eco Copy:
"Our eco-friendly energy management software helps your business reduce its carbon footprint while optimizing energy use for a greener future."
This version uses buzzwords like “eco-friendly” and “greener future” without offering specifics on how the software works or what kind of measurable results can be expected. It lacks depth, making it easy to question the legitimacy of the sustainability claims.
Green-Conscious Copy:
"Our energy management platform helps your business cut carbon emissions with AI-driven recommendations and real-time energy usage tracking. Our third-party-verified reports ensure transparency as you progress toward your net-zero targets."
Here, the copy provides actionable information on how the software helps reduce carbon emissions, such as “AI-driven recommendations” and “real-time tracking.” It also emphasizes third-party verification, building trust and accountability with clients looking for measurable, real-world results.
Key Differences: Typical Eco Copy vs. Green-Conscious Copy
Vague Buzzwords vs. Specific Actions
Typical Eco Copy | Green-Conscious Copy |
Lack of Proof vs. Verifiable Impact
Typical Eco Copy | Green-Conscious Copy |
Emotional Appeal vs. Transparency
Typical Eco Copy: | Green-Conscious Copy |
Founder Branding & Visionary Leadership
CEO branding builds reputation across industries, but do you always need it? Not really. Some products sell without a big leadership story.
But in sustainability, founder branding matters. It helps build values, attract a tribe, and connect with your audience.
A sustainability copywriter connects those values through founder and leadership narratives. It’s inspiring. It shows the real journey behind your brand and builds a strong, genuine image. When people see this, they connect with your company’s real vision and values, boosting trust and loyalty. And they then become part of the story.
You know Yvon Chouinard, right?
(If not, I’m so glad you’re reading about him here). He’s the guy behind Patagonia.
He built a billion-dollar brand and gave it away to fight the climate crisis.
People hear his story and love that he stuck to his values, making every business decision with ethics and centered on his mission. This is ingrained in the customer’s affinity with the brand.
Patagonia Founder Yvon Chouinard
Reporting and Updating on your Sustainability Journey as A Company
“78% of Americans believe companies should be environmentally responsible,” according to the Gitnux website. More and more customers are pushing businesses to go green.
Some companies brag about their green efforts and greenwash.
And then some keep quiet. This is called Greenhushing.
It’s a rampant trend too. It is when your company stays too quiet about your sustainability goals and achievements.
Some companies want to dodge the spotlight for fear of scrutiny. But for genuinely green businesses, it could just be because they think sharing this stuff is only for the big guys, like massive corporations, or lack the resources.
No matter the situation, it’s key to keep your stakeholders—investors, customers, suppliers—updated on your sustainability journey.
A sustainability copywriter can make sure you’re sharing your progress, creating solid reports, and keeping everyone in the loop on your big green goals and successes.
They can take all that technical jargon and turn it into content that's interesting and easy to digest, helping your audience get what kind of positive impact you’re making
Getting your employees and suppliers on board is a huge part of your green mission. When you keep everyone in the loop with clear updates, you inspire and unite them around a common goal.
You don’t have to churn out some massive, complicated report like those big billion-dollar brands.
A sustainability copywriter can help you share key messages in a way that’s simple, relatable, and engaging. This builds stronger connections in your team and supply chain, pushing everyone toward those green goals together.
Final Thoughts on Why Your Business Needs a Sustainability Copywriter
To wrap it up, sustainability is a journey that never really ends. Clear and effective communication is key to making it work. As the world of sustainability keeps changing, having a skilled sustainability copywriter on your team is a great investment. Whether it’s building strong connections with customers, dodging greenwashing or greenhushing, or boosting your brand, a sustainability copywriter is a great partner for any green business.
Your conscious, sustainable solution company is changing the world. Sustainability copywriters can help you get them to listen.
If you need to start rewriting your sustainable brand story, shoot me an email at checkodulio (@) chasingeco.com or connect with me on Linkedin and let’s have a chat.