{"id":23668,"date":"2023-05-16T05:59:09","date_gmt":"2023-05-16T04:59:09","guid":{"rendered":"https:\/\/www.procopywriters.co.uk\/?p=23668"},"modified":"2023-03-24T14:54:05","modified_gmt":"2023-03-24T14:54:05","slug":"the-best-examples-of-sustainability-copy-to-inspire-your-own-purpose-paragraphs","status":"publish","type":"post","link":"https:\/\/www.procopywriters.co.uk\/2023\/05\/the-best-examples-of-sustainability-copy-to-inspire-your-own-purpose-paragraphs\/","title":{"rendered":"The best examples of sustainability copy to inspire your own purpose paragraphs"},"content":{"rendered":"

\u201cIt\u2019s hard to keep apocalypse in mind, especially if you want to get out of bed in the morning\u201d<\/strong><\/p>\n

-Zadie Smith<\/strong><\/p>\n

If you run a sustainable business or have an element of sustainability to your business<\/a>, sooner or later, you\u2019re going to want to write about your values. And you should. In the UK, 65% of shoppers stop to think about sustainability<\/a> before grabbing their credit card. The trouble is, talking about sustainability isn\u2019t easy. It can feel like treading a tightrope with the shark-infested waters of eco clich\u00e9 on one side and the bed of nails that is eco preaching on the other.<\/p>\n

So, here are my top tips for hitting the right note with your purpose paragraphs.<\/p>\n

1. Be specific<\/h2>\n

Give us all the juicy details. Rather than just telling us you\u2019re \u2018sustainable\u2019, tell us exactly how.<\/p>\n

Hey Girls<\/a><\/p>\n

\"Reducing

How Hey Girls reduces period product waste<\/p><\/div>\n

THIS<\/a><\/p>\n

\"Seriously

This’ description of how it makes its meat-free products taste and feel like meat<\/p><\/div>\n

2. Make it personal<\/h2>\n

If you care about saving paper because you live by an ancient forest, tell us. If you donate to turtle conservation because you saw one on holiday, we\u2019d love to know. It gives your story depth, meaning and a point of difference.<\/p>\n

Shaina Mote<\/a><\/p>\n

\"Connection

Shaina Mote’s story<\/p><\/div>\n

3. Say it your way<\/h2>\n

Skip the boring corporate language \u2013 \u2018we believe\u2019, \u2018creating change\u2019, \u2018people and planet\u2019 \u2013 and speak like you would to a friend. If it feels hackneyed or overused, find a new way to say it.<\/p>\n

Ordinary Things<\/a><\/p>\n

\"Typically,

The kinds of clients the Office of Ordinary Things likes to work with<\/p><\/div>\n

Rubies in the Rubble<\/a><\/p>\n

\"Condiments.

Rubies in the Rubble’s tagline<\/p><\/div>\n

4. Be honest<\/h2>\n

It\u2019s okay to be a work in progress. Everybody is. Talk about where you\u2019d like to be as well as where you are right now.<\/p>\n

Loud Bodies<\/a><\/p>\n

\"Because

Why Loud Bodies believe that sustainable fashion matters<\/p><\/div>\n

 <\/p>\n

Tony\u2019s Chocolonely<\/a><\/p>\n

\"What?!

Tony’s Chocoloney’s stance on modern slavery<\/p><\/div>\n

5. Show don\u2019t tell<\/h2>\n

One way to sidestep the bullshit is to show rather than tell. Don\u2019t tell people you care about people and planet, show them by focusing your copy on actions not feelings.<\/p>\n

Paynter Jacket Co.<\/a><\/p>\n

\"Why

The Paynter Jacket Co process<\/p><\/div>\n

6. Keep it simple<\/h2>\n

Speak in plain terms your readers will understand instead of hiding behind flowery green language. Similarly, long paragraphs of text will only turn your reader off. Keep it short and digestible.<\/p>\n

Frank And Oak<\/a><\/p>\n

\"Packed

What Frank and Oak are doing to make their packaging more sustainable<\/p><\/div>\n

7. Be optimistic<\/h2>\n

Talking about the planet burning and the elephants dying, whilst it might be true, is a sure-fire way to turn people off. People like to feel hopeful, optimistic. Let your copy reflect that mood.<\/p>\n

Foraging Fox<\/a><\/p>\n

\"

Foraging Fox’s upbeat messaging<\/p><\/div>\n

8. Use humour<\/h2>\n

This may not work for every brand, but if you can inject some fun into your sustainability copy, you\u2019ll get people on side and make it more memorable.<\/p>\n

Oatly<\/a><\/p>\n

\"Swedish

Oatly’s irreverent sustainability copy<\/p><\/div>\n

9. Make it about your customer<\/h2>\n

Rather than making it all about you, think about what benefits your actions have for your customer. Why should they care? That\u2019s where the originality and the sustainable copy gold lies.<\/p>\n

Third Love<\/a><\/p>\n

\"gigantic

Third Love’s benefit-focused sustainability copy<\/p><\/div>\n

10. Don\u2019t preach<\/h2>\n

Telling your customer what they need to do and making them feel guilty? Not very appealing. Instead, keep it light and focus on the benefits.<\/p>\n

Patagonia<\/a><\/p>\n

\"

Patagonia’s no-nonsense copy for their Worn Wear program<\/p><\/div>\n

Want me to take a look at your purpose paragraphs? Need help with your sustainability sentences? Get in touch<\/a>.<\/p>\n

Seen any great sustainability copy? I\u2019d love to know. You\u2019ll find me over on Twitter<\/a>.<\/p>\n

First published on lumenandfoxwords.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Sally Fox on how to talk about your business’ approach to sustainability without lecturing or being trite<\/p>\n","protected":false},"author":4449,"featured_media":23669,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[3,25],"tags":[1224],"acf":[],"_links":{"self":[{"href":"https:\/\/www.procopywriters.co.uk\/wp-json\/wp\/v2\/posts\/23668"}],"collection":[{"href":"https:\/\/www.procopywriters.co.uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.procopywriters.co.uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.procopywriters.co.uk\/wp-json\/wp\/v2\/users\/4449"}],"replies":[{"embeddable":true,"href":"https:\/\/www.procopywriters.co.uk\/wp-json\/wp\/v2\/comments?post=23668"}],"version-history":[{"count":0,"href":"https:\/\/www.procopywriters.co.uk\/wp-json\/wp\/v2\/posts\/23668\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.procopywriters.co.uk\/wp-json\/wp\/v2\/media\/23669"}],"wp:attachment":[{"href":"https:\/\/www.procopywriters.co.uk\/wp-json\/wp\/v2\/media?parent=23668"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.procopywriters.co.uk\/wp-json\/wp\/v2\/categories?post=23668"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.procopywriters.co.uk\/wp-json\/wp\/v2\/tags?post=23668"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}