I’ve been working with a B2B client that sells a 100% recycled product to the construction industry.

What’s fascinating is how this sustainability angle has become a powerful door-opener, granting access to massive projects led by companies with strict sustainable construction policies.

It’s a vivid reminder of how sustainability, when genuine and well-communicated, can be more than just a feel-good feature—it can be a decisive factor in purchasing decisions.

This experience got me thinking about the importance of giving sustainability the attention it deserves, especially when you can legitimately make related promises. But when and how should you emphasize eco-friendly features in your product marketing?

1. When it aligns with your target market’s values: If your ideal customers prioritize sustainability, it should be front and center in your messaging. Research your audience to understand how much they value eco-friendly options.
   
2. If it offers tangible benefits: Does your sustainable approach lead to cost savings, improved durability, or health benefits? Emphasize these practical advantages alongside the environmental impact.
   
3. When you have third-party certifications: Credible eco-labels or certifications can add weight to your sustainability claims and should be prominently featured.
   
4. If it’s a key differentiator: In markets where sustainable options are scarce, your eco-friendly features can set you apart from competitors.
   
5. When it’s integral to your brand story: If sustainability is core to your company’s mission, it should be woven throughout your marketing narrative.

However, it’s crucial to avoid “greenwashing.” Only emphasize sustainability if your claims are genuine and substantial. Exaggerating or misrepresenting your product’s eco-friendliness can severely damage your brand’s credibility.

Remember, for some customers, sustainability isn’t just a nice-to-have — it’s a need-to-have. By authentically communicating your product’s eco-friendly features, you’re offering a solution that aligns with their values and helps them meet their own sustainability goals.

In “I Need That,” we explore how tapping into deeper customer motivations can drive product success. When done right, emphasizing sustainability can create that powerful “I need that” moment, turning casual interest into committed purchases.