Is sustainability copywriting all hype?
Last year I decided to make sustainability copywriting the official centre of my business. I’d naturally gravitated towards — and been working with — climate-conscious clients for years. But I was still presenting myself as a translator with copywriting skills. And that led to general enquiries for businesses less aligned with my values — think vaping ads for Valentines Day (romantic…?), single-use plastics and fast cars.
In my personal life, I was growing ever more aware of the impact on my lifestyle on the planet. From plastic-free July (harder than I expected!) to taking the flight-free pledge in 2023 (easier than I expected!) and championing reusable products, I was making conscious choices.
At the same time, I’d noticed more and more like-minded professionals putting their stake in the ground for purpose-led missions and sustainability. And I wanted to be a part of this growing movement too. So I made it official and niched into sustainability copywriting.
‘But what is sustainability copywriting?’ I hear you cry!
I’ve pondered hard about this term. Like many, I’m not enamoured with the word ‘sustainability’. As Rootsman Rakesh of the Transition Network pointed out at an event I attended last month, it’s not a word that fills you with hope and optimism for the future. If you were to describe your marriage as ‘sustainable’, your other half would be booking in for couples therapy pronto.
But I digress. Sustainability the current word du jour and the word many of us interested in securing the health of our planet are using. Words change and evolve, but right now, it’s a word that can help professionals and companies with shared values connect and collaborate.
Put simply, sustainability copywriting is sales copy and content writing written for brands and businesses offering sustainable products, circular business models or raising awareness about climate issues. It can also cover texts about sustainability for more traditional businesses transitioning to more sustainable business models.
What types of copy does sustainability copywriting cover?
Sustainability copywriting covers a wide variety of short- and long-form texts designed to inspire action. This could mean buying a product, booking a service or signing a petition.
Like traditional copywriting, sustainability copywriting spans brand communications such as TV, print, out-of-home or digital ads, websites and social media content. It can also include thought leadership articles, case studies and award entries.
Sustainability copywriting can also include more specialised content such as sustainability reports, where transparency is key.
What sectors can benefit from sustainability copywriting?
There’s no exact definition of a sustainable brand or business. Sustainability itself is not an industry. I chose the term sustainability because it’s transdisciplinary and can connect a range of industries with similar ideals. Sustainability is a recognisable term, one that potential clients can use when searching for a service provider in line with their values. And you know what? That makes it easier for people like you to find me!
From renewable energy and biodegradable packaging to consumer goods and food tech, businesses that prioritise people and planet over profit for profit’s sake can benefit from specialised sustainability copywriting services.
These businesses might:
• Offer less resource-heavy or wasteful solutions to everyday problems.
• Be a heritage brand retrofitting manufacturing solutions to save energy.
• Use transparent supply chains and ensure all workers receive a fair wage.
• Actively remove carbon from the atmosphere or repurpose waste.
• Be activists helping people live happier, more sustainable lives.
But let’s be clear - no brand (at least, none that I know) can claim to have zero environmental impact.
It’s the intention and commitment to move towards a circular economy that truly counts. The acknowledgment of responsibility for emissions from energy use (scope 2 emissions) and supply chains (scope 3 emissions), as well as taking meaningful steps to pay workers in their supply chain a dignified wage is important.
Since I don't have the resources (or skills!) to conduct a sustainability audit on potential clients, I have to trust my gut.
And so, when I decided to niche down, I committed to collaborating with partners that take sustainability seriously.
How does sustainability copywriting differ to traditional copywriting?
Shouldn’t any copywriters be able to get your customers' minds and write about any topic?
To a certain extent, yes. Before any skilled copywriter starts writing, they’ll always take the time to understand your brand and customers. They’ll trawl reviews for gold, turn your features into benefits, and, in theory, they should be able to write about anything.
But sustainability copywriting goes deeper. It requires an appreciation of the issues at stake, along with the ability to communicate complex ideas simply and authentically.
What challenges can sustainability copywriting help solve?
There are certain challenges that are unique to communicating sustainability. These include:
1. Unintentional greenwashing
I’d love to think all marketers and copywriters were well-versed in greenwashing rules. Sadly, the number of ads that get banned by the ASA tells another story. Just last month, Charmin was accused of greenwashing for its unsubstantiated claims and misleading use of certifications.
It’s surprisingly easy to greenwash by mistake. A sustainability copywriter will make it their business to be familiarly acquainted with greenwashing rules to steer you away from inadvertent greenwashing.
2. Standing out in a sea of green
It used to be enough to stick words like ‘eco-friendly’ (and yes, ‘sustainable’) on your solution to make it stand out. Some pretty pictures of nature, and you'd win over green consumers.
But not only is this greenwashing if you don’t add any context or data, it’s just not very interesting in a crowded marketplace. A sustainability copywriter can help you nail a strong brand tone of voice that doesn’t rely on well-worn phrases. You’ll stand out in a sea of green, spark curiosity and build brand loyalty.
3. Winning over the mainstream (or even the climate deniers)
When your business offers more sustainable solutions, it’s easy to assume this is the reason why your consumers are buying from you and push the sustainability messaging. But studies have shown that even though consumers say sustainability is important, action doesn’t always match up with this.
Depending on your audience, you may need to focus on messaging around pricing, ease-of-use, or emotional appeal to get them clicking ‘buy’. For sustainable solutions to become the norm, we need to win over the mainstream and even climate deniers.
4. Explaining key concepts in layman’s terms
From net-zero targets to circular economies, sustainability can be tricky for the layman to understand. When you live, eat and breathe sustainability it’s easy to forget not everyone is familiar with these terms and concepts, leading to hard-to-digest messages and copy where consumers struggle to see what’s in it for them.
A sustainability copywriter will break down your offering into clear, everyday language that’s easy to understand. And if they’re writing for insiders, they can dial up the complexity to meet your audience where they’re at.
5. Not assuming more is better
As a sustainability professional you’ll be acutely aware of the importance of not encouraging overconsumption while running a (financially) sustainable business. While you want the right customers to discover you and move through the customer journey, you don’t want to resort to slashing prices or false scarcity offers.
A sustainability copywriter will analyse your goals and advise you on the best – and least resource-heavy – way to get there.
6. Partnering with like-minded professionals
A small thing perhaps, but when you work with a sustainable copywriter, there may be other benefits.
For example, I donate 1% of my turnover to charities that care for people and the planet. I also switched my bank account and savings accounts to ones that don’t fund fossil fuels, so you can be sure your money isn’t ending up anywhere nasty.
So, is sustainability copywriting just hype?
If you’re trying to make your business appear more sustainable (as you brush those worrying emissions under the carpet, hoping no one will notice) then sure, sustainability copywriting is hype.
But if your business is genuinely making progress but struggles to communicate this in a way that resonates — without resorting to accidental greenwashing, fuzzy language or overtly activist language — then sustainability copywriting can help you demonstrate why your solution really matters.
Looking for sustainability copywriting services?
We’ve all seen poorly written content produced by someone who doesn’t really know their stuff. They might present a black-and-white picture of a nuanced topic. They might confuse net zero with carbon neutral. Or position recycling as the answer to all our problems. And it looks like AI is making the problem of greenwashing even worse.
If you want to partner with a sustainability copywriter who appreciates how important your product or service is to protecting our planet and with a mission to understand your solution intimately then get in touch. I offer copywriting and tone of voice development services.
