What is Sustainable PR and Why is it Important?

Given the global effort to tackle climate change, sustainability has become a top priority for businesses and consumers alike. In a recent global survey by The Round Up, 78% of consumers say sustainability is an important factor when shopping, while more than half (55%) are willing to pay more for eco-friendly brands. 

With consumers increasingly choosing sustainable products and services, it’s vital for brands to highlight their ethical efforts through sustainable PR.

What is Sustainable PR?

Sustainable PR, also known as ESG PR, helps brands effectively communicate their Environmental, Social, and Governance (ESG) values. It encompasses a range of strategies designed to position a brand as sustainable and ethical in the eyes of consumers and stakeholders.

Sustainable PR is more than just talking about being eco-friendly – it’s about communicating your company’s environmental efforts in an authentic manner. Similar to standard public relations, storytelling is key. Whether your brand has switched to 100% biodegradable packaging or recently become a B Corp, if no one knows about these efforts, they won’t make the impact they should. 

That’s where sustainable PR comes in. From crafting press releases to pitching relevant case studies, there are plenty of ways to communicate your ethical efforts and connect with eco-conscious audiences. 

Why is ESG PR Important? 

By leveraging sustainable PR strategies, like storytelling and case studies, businesses can build trust with their audience, attract like-minded partners and investors, and stand out from the crowd. Here are three key benefits of ethical PR for your brand: 

1. Attract and Retain Talent

As well as engaging eco-conscious customers or clients, conducting sustainable PR will help you attract top talent. According to a recent survey, 64% of employees consider a company’s environmental credentials before joining. 

By showing that sustainability is a priority within your business, you’re much more likely to attract talented people who share your values. Plus, current employees are more likely to stay with your company, too. 

2. Attract Investors

Conveying your ethical values, practices, and initiatives will also help attract like-minded investors. When investors share your company’s values, this can often lead to deeper, more meaningful partnerships.

3. Boost Consumer Loyalty and Trust

Positioning your company as a force for good via ESG PR can also provide clients and customers with a stronger sense of trust and loyalty to your company. Sustainable PR is also a great way to reach untapped audiences who share your brand’s environmental and social values. 

Tips for Crafting Sustainable PR Strategies

 

Understand your Audience

First, you need to have a comprehensive understanding of your target audience. What do they truly care about? Identify their interests, values, expectations, and pain points to determine which sustainability issues matter most to them and how they perceive your industry. Use these insights to shape your messaging, choose the right channels, and define your tone to connect with your audience.

Avoid Greenwashing

Greenwashing is the practice of making misleading claims to present a company, its services, or its products as more environmentally friendly than they actually are. When conducting sustainable PR activities, brands need to be authentic, honest, and transparent. They should also support their claims with facts and stats to reinforce trust with customers and investors alike.

Be Authentic

Following on from the above, authenticity in sustainable PR is key. Sharing compelling stories and case studies is a great way to showcase the real-life impact of your efforts. Don’t be afraid to show the good, the bad, and the ugly either! Being transparent and honest about the challenges your company has faced in reaching its environmental goals can help audiences see your brand as more relatable and trustworthy.

Leverage Other Channels 

Considering the average person in the UK spends around one hour and 37 minutes per day on social media, utilising these channels in your sustainable PR strategy is a great way to engage your audience and amplify your message. By sharing ethical content through your social channels, you can increase the reach and visibility of your PR campaigns and grow your online visibility. 

Monitor the Media

To stand out against your competitors, stay on top of relevant news stories, events, and trends. This can inspire your own stories aligned with the news cycle, increasing your chances of securing top-tier coverage. Monitoring the media can also help you identify timely opportunities to provide quotes, commentary, and insights, positioning your brand as a trusted industry leader.  

Collaborate with Others

Sustainable PR requires collaboration and creativity. Creating an open dialogue with customers, clients, investors, partners, and suppliers allows you to gather valuable feedback and insights. This helps you refine your approach and communicate your environmental and social values more effectively.

Need an Ethical PR Expert? 

When done right, sustainable PR can boost a brand’s reputation, inspire positive change, encourage responsible business practices, and help create a more sustainable future. As a B Corp PR agency, we’re well equipped to help you craft impactful PR strategies that resonate. Book a free PR strategy call to find out more.