- 32% of customers think green credibility is extremely important when recommending brands (Deloitte).
- Powerful environmental incentives can be established through a referral channel (Mention-Me).
- A/B testing identifies which eco-friendly posts perform better (Havard).
1 in 3 customers have stopped buying certain brands or products due to ethical or sustainability concerns (Deloitte). And this number is due to rise.
What once was a great to have, is now vital for brand survival. The impact for brands who refuse to join in this crucial conversation will be massive.
Brands who declare their eco-friendly policies and initiatives, as well as provide outstanding products and services will keep their clients very happy indeed.
If you are already working towards making your brand eco-friendly, it is not only the environment that will benefit. These actions can be used to develop brand affinity and organically enhance your client base. Those clients who are as invested to the cause as your business.
This can be done through referrals. Imagine your referral channel is a wind turbine for your brand growth, transforming energy from your environmental efforts into a sustainable store of client acquisition.
The clients already enjoy referring you to others, but how good would they feel recommending friends to your brand, knowing you are helping to save the planet.
According to customer research 32% of clients think green credentials are extremely important when referring brands to others (Unilever). Additionally, as sustainability is a main topic, eco-friendly brands are certain to come up in conversation. Especially when purchasers vow to go green as their new year’s resolutions.
Moreover, there is a sense of purpose in pledging to being a more conscious consumer.
Purchasers more dedicated to combating climate change will be eager to share brands that are responding the same.
Furthermore, their friends who are of the same mind are more likely to act on these recommendations.
So, what can you do to channel your inner green warrior and promote sustainability through your referral process?
See below for inspiration and ideas from businesses that successfully fly the green flag.
Take action: and get your customers involved
Customers expect credible action, you cannot just claim to be an eco-friendly committed brand.
A straightforward option to emphasise your stance on sustainability is to perform a promotion, whereby you plant a tree for every client referral.
This delivers a clear message to purchasers, that you are actively contributing to change and not just sitting back watching the climate emergency.
Allowing your clients to join a tree planting initiative via referral is a great way to help them feel included in your sustainability efforts, whilst building your client base.
Additionally, sharing this eco-friendly referral offer with their friends will enhance your customers social capital, ensuring the recommendations are a more rewarding experience.
To tap into the moment, get your purchasers to engage, promote offers and encourage them to share on social media at the checkout page.
Now they have appreciated browsing your website, chosen what to buy and are now actively awaiting their products to arrive in the post.
In the knowledge of their good deed, they should be feeling very positive about your brand right now.
If your business is already proud to be eco-friendly or its efforts to becoming sustainable, advertise how your brand is making a difference.
Your customers will want to view or even join in with you. At a time when several brands have been accused of greenwashing, your genuine sustainable efforts deserve to be displayed.
Whether you are fighting food waste like Abel & Cole and Oddbox, developing plastic free products like Cheeky Wipes or working with sustainable fabrics like Tropicfeel, let your customers know how you are protecting the environment when they buy from your brand.
By making it obvious how you contribute to the planet, you will always be in the minds of eco conscious clients.
This will encourage them to return time and time again and prompt them to mention you to likeminded friends and family. Purchasers adore sharing brands that resonate with their personal values and beliefs.
Put your money where your mouth is
By using charity donations as a referral incentive, you prove your environmental and ethical efforts are not all talk. Whether you opt to champion animal welfare, the environment or human rights, supporting charities through incentives speaks volumes.
Choose a cause that sits naturally with your brand story. This will secure your positioning and display the human side of your brand to your customers. One they may not expect.
Alongside this, it will also enhance the feel-good factor of your referrers. Offering charity incentives can provide insights into the type of people your purchasers are. Going forward it can also assist in informing your ongoing marketing strategy.
Conclusion
As many of us endeavour to become conscious consumers, purchasers will be keen to share their eco-friendly finds with others. By using a referral channel, you can benefit by testing the incentives and messages that steer customers to share your brand.
Do want to find out more about how you can improve your customer base while also looking after the planet? Get in touch today.
Call us on 0203 150 0565 or email info@thealtitudeagency.com.
