Blog, Resources

5 tech brands doing sustainability marketing, perfectly

10.05.2024

Sustainable features have a huge influence on consumer decision-making, with 68% of people saying they will even pay a premium for sustainable products. ESG strategies can also mean better business performance. It’s no wonder then that more companies are using sustainability marketing in their strategies.  

“About 85 percent of consumers have adopted more sustainable behaviors and 45 percent expect sustainability as a given.” – McKinsey

However, that doesn’t mean that every business is using sustainability marketing well (or ethically).

But it’s all too easy to come across as false, pandering, or just a little generic.

In this blog, we’re going to look at five tech brands doing sustainability marketing justice – and what makes them stand out.

The challenge behind sustainability marketing

The biggest challenge with sustainability in marketing is that the term is a little vague. From the consumer’s perspective, they don’t know whether sustainable means low-carbon emissions, recyclable, or that the use case provides positive impact.

Is it green tech that’s environmentally friendly, or social tech that benefits society?

Both can be considered sustainable, so it’s important to be specific when talking to your consumers. Complete transparency also helps to wipe away worries of greenwashing. If you can point to exactly what makes your solution sustainable (and ideally evidence it) then your use of sustainability in your marketing becomes much more trustworthy.

Great sustainability marketing examples from green and social tech companies 

What exactly do we mean by ‘complete transparency’ when it comes to marketing? You don’t have to shout about your ESG impact in every social post, or shoehorn the word ‘sustainable’ or ‘green’ into every line of text.

This could get a little tiring for your audience.

Good marketing for sustainable businesses means having a good balance of messaging, being specific about your area of impact, and communicating openly and honestly.

Here are a few brands (big and small, known and lesser known) doing a great job of marketing their green or social tech:

RELATED: Content hacks for communicating your company mission

Open Bionics

Open Bionics doesn’t lead with words – it leads with actions. If you scroll through its LinkedIn feed, you’ll see hundreds of people wearing its technology. Instead of telling us they are making a positive impact, the team have decided to tell real people’s stories and show the smiles that they’ve helped create.

It doesn’t hurt that their language is enthusiastic and empowering. Their mission spells out exactly what social issue they’re tackling – medical accessibility: “We’re on a mission to make beautiful bionic limbs more accessible.”

EcoSend

A B2B brand, EcoSend has made sustainability playful, practical and educational. EcoSend’s LinkedIn page gets the proposition across immediately and succinctly: “Your email marketing has a carbon footprint. Reduce and offset it.”

This trend continues throughout the brand’s marketing. It’s really simple and clear, and focused around making people aware of the issue. When it comes to talking about the solution, EcoSend always keep things practical. It provides valuable tips and takeaways that people can use. This makes being sustainable feel achievable for the audience – it’s not a big scary mountain to climb, it’s as easy as taking this small step.

Octopus Energy

Octopus Energy does use the words ‘sustainable’ and ‘green’ to describe its energy solutions, but it goes on to clarify what it means in a very plain-speaking way:

“That means making power greener, smarter, and more affordable for everyone… with transformative tech to make renewable energy the norm and end global reliance on fossil fuels.” – LinkedIn

Green energy remains the subject of the messaging, without generic sustainability phrases being overused. Instead, Octopus makes sure to focus on the direct benefits to its customers.

HeyFlow

HeyFlow is living out its sustainable proposition, centred around inclusivity, by making all of its marketing about the audience. The LinkedIn feed is full of stats about female reproductive issues in the workplace and it often features other people’s voices.

This helps to make the values of the company feel genuine. It’s not all about sales – it’s about the people HeyFlow is trying to help.

Heading over to the website, the messaging immediately clarifies the ‘how’. Once again, this proves it’s not a fluffy proposition but one that’s rooted in real work.

Overall, the brand’s marketing is honest and transparent about the issues. The team has even gone so far as to call themselves out for using non-inclusive language!

*We actually mean people with internal reproductive health organs, it’s just not as catchy. You can read our full inclusion statement here: https://heyflow.co.uk/inclusion-statement

Who Gives A Crap

Okay, we’re sneaking a non-tech brand in.   you’ve heard of this B2C brand, because it’s made itself so well known. How? Because it took an essential item and somehow made it fun and unique.

It moved away from the traditional depictions of sustainable products (e.g. green, trees and simplicity). Instead, it uses whimsical language, fun colours and designs, and gives toilet paper a personality.

Who Gives A Crap’s marketing is honest – consistently. Instead of selling you luxury items with marketing jargon like ‘premium quality’, they just say it like it is: “our fanciest rolls”.

Honesty about the small stuff builds trust for the big sustainability claims.

So, when it says, “we donate 50% of our profits to help build toilets” or “Who Gives A Crap has donated over $8 million Aussie dollars to our charity partners”, the audience is more inclined to believe them.

Discover our guide to marketing tech for good brands here