You’ve done the hard work of changing your business practices to work towards your sustainability goals. The next step is letting your customers know that you share their values. An effective marketing plan that showcases your sustainability credentials will help raise awareness about how consumers can help make a difference for people and nature by buying your products.
We’re here to support you on that journey. The Rainforest Alliance offers tools to help you tell your sustainability story. From strategies for how to raise consumer awareness to tools that help you get your messaging right, read on for the ultimate guide to marketing your Rainforest Alliance Certified product.
Why promote sustainability?
But first things first. Why is it so important to tell your company’s sustainability story and market your Rainforest Alliance Certified products? It starts with the fact that consumers today build trust (and buying preference) with brands that do good. They expect more from brands and want the evidence to back it up:
- Globally, 75% of respondents in a 2023 PWC survey said they’re willing to pay more for sustainably produced goods.
- A 2021 report by Deloitte found that 55% of consumers said they had recently purchased a sustainable product or service, with 32% of them willing to pay more for sustainable alternatives. These consumers are more likely to return to brands that align with their values.
- According to a 2020 IBM and National Retail Federation (NRF) study, nearly 9 in 10 Gen Z consumers (87%) believe companies should help address environmental and social issues. This generation, along with millennials, shows higher brand loyalty when companies visibly commit to sustainability.
This data underscores that sustainability is no longer just a trend—it’s a crucial factor in building and maintaining consumer loyalty, especially among younger, environmentally-conscious generations.
Craft a powerful story that fits your brand
Conveying a strong message starts with thinking about what makes an impactful story for your specific audience. We recommend taking a holistic view by focusing on the three pillars of sustainability: people (social), planet (environmental), and profit (economic). These can be highlighted in two different ways:
- Communicate your partnership with the Rainforest Alliance in a general way, highlighting the many benefits and positive impact on people and nature. Check out our messaging templates.
- Focus on the element(s) that resonate best with your brand values and target audience, for example, by highlighting specific social or environmental messaging. Check out these examples of how other brands have done this; once you’ve identified your unique angle, we can work together to create a compelling, relevant campaign or activation that speaks to your customer’s interests.
Raising awareness among consumers
Some effective ways to show consumers that you are on a credible, transparent journey towards sustainability are:
- Feature the Rainforest Alliance Certified seal on your products and packaging, and on your promotional materials and advertisements. Check out our guide on how to get approval to use our seal.
- Run a Follow the Frog campaign on social media or in-stores, using our free, downloadable creative assets.
- Run a cause marketing campaign in support of the Rainforest Alliance.
Engaging your employees
Not surprisingly, employees are some of the best brand ambassadors. The 2023 Edelman Trust Barometer found that 67% of respondents view societal impact as a key factor when considering a job. By actively engaging your team in your sustainability efforts, you help keep them committed and motivated. Some ideas:
- Talk about our work together in your company’s newsletter or presentations.
- Encourage employees to follow the Rainforest Alliance on LinkedIn, Instagram, TikTok, YouTube, and Facebook.
- Educate your sales force. Use compelling training materials that inspire your sales team and help them effectively present your Rainforest Alliance Certified products to your clients.
- Organize an employee engagement session, such as a product giveaway or lunch presentation to teach your team what the Rainforest Alliance stands for and what the green frog means for people and nature.
- Designate an in-house sustainability marketing expert who will be responsible for understanding the benefits (and challenges) of becoming a more sustainable business. This person can serve as your Rainforest Alliance liaison and help facilitate your marketing plan.
Contact us—we’re here to help
Want more guidance on how to promote your Rainforest Alliance Certified products and tell your sustainability story? Email us at marketing@ra.org and sign up for Frog Business news, our bi-monthly newsletter.
