How to market your green activities as a smaller business

Becoming a sustainable smaller business can bring benefits – from reducing waste and lowering operating costs to complying with regulations and attracting investors.

Marketing your green credentials can give your business a competitive edge – but you need to be careful to avoid conveying a false impression or providing misleading information when promoting your actions to tackle environmental concerns.

A sustainable business has adapted its processes, operations and supply chain to reduce its environmental impact, such as by reducing carbon emissions or finding alternatives to single-use plastics.

It's important to show other businesses, customers, stakeholders and employees the steps you are taking to improve sustainable practices.

Green credentials can help boost your reputation and attract investment.

A study by YouGov has found that just over half (52%) of UK adults are influenced by the green credentials of a brand.

It may make a difference to your business if you know how to market your sustainable actions.

Credibility and authenticity are key.

Your actions to reduce your business's environmental impact should be legitimate to avoid being accused of greenwashing.

Greenwashing is the false implication that a company is environmentally conscious. It sometimes involves deceptive marking to persuade and attract consumers.

The BBC has compiled a guide to examples of business greenwashing.

Benefits of marketing your green credentials

Pursuing sustainability objectives is great for the environment and can also benefit your business in the following ways:

Attract and retain staff

Research by Totaljobs has found that 26% of employees would take a pay cut to move to a company that aims to protect the environment.

50% of those surveyed said they would not consider working for a company that doesn't value sustainability in their practices.

Increase employee engagement and productivity

Working together towards a greener future might help employees feel a sense of pride in their work and may engage them to work harder to benefit the environment.

A survey by Skanska reported that moving their facilities to a greener space resulted in 3.5 times fewer sick days taken by employees.

Attract investments and access to finances

Investors may be attracted to businesses with green credentials.

According to research by Charles Stanley, almost half of UK investors (48%) are expected to increase their investments over the next three years in companies that focus on environmental, social and governance factors as part of their operations.

Various grants, schemes and loans for small businesses looking to go greener are available.

Head to gov.uk to find financial help and advice.

Attract customers

Customers are becoming more aware of how their buying habits might contribute to the effects of climate change.

According to YouGov data, 57% of UK consumers are willing to pay more for a product if it's good for the environment.

How to market your green credentials

Be clear on your values

Write down your environmental policy and environmental values.

This should detail your business's aims and commitments to going greener.

You can choose to share this internally with your workforce and externally to customers via signage and customer communication.

Make a public pledge

There are numerous organisations and schemes that have been set up to encourage smaller businesses to publicly pledge efforts to be greener, such as reducing carbon emissions.

Organisations that SMEs can sign up to include:

• Pledge to Net Zero – for organisations to limit climate change and publicly report greenhouse gas emissions.
• SME Climate Hub – for smaller businesses pledging to cut carbon emissions and create climate solutions.
• The Climate Pledge – for businesses aiming to deploy credible carbon offsetting approaches and be net zero by 2040.
• Business Declares – for business leaders raising awareness about the climate and ecological emergency.

Use social media

Engage with customers on social media, follow influential organisations dedicated to tackling climate change, and encourage customers and followers to make a change.

Many smaller businesses have found that offering advice and support to customers to help them make small environmental changes can have a significant impact.

Elia Pearson, the founder of Sea Change Zero Waste, says: "A lot of what we do is advice – a lot of our social media isn't about the products we sell, but about the lifestyle and the changes you can make."

Be transparent

The journey to a more sustainable business isn't likely to be completed quickly. Inspire trust through transparency.

This could involve publishing a regular report card that details key metrics such as carbon emissions and transparently charts your progress to meeting targets.

Include the actions and steps your business takes – such as removing single-use plastics from the supply chain – to show stakeholders your commitments.

Become certified

One way to help promote your credentials is to become certified according to environmental standards.

There are numerous certification bodies, from global organisations such as the Fairtrade Foundation and ISO to smaller organisations dedicated to sustainability in sectors such as tourism.