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Now is a great time for companies that want to make a difference to begin thinking about the message they convey. It is not only a matter of communicating to the converted, but also to a large part of the market who are wanting to change but need educating.

Before you look at your branding and communication, you need to listen and understand the motivations of your customer. Create ways you can find out how they think and feel. Try sending out surveys, set up blogs, run forums and do some social networking and you’ll build up a wealth of knowledge about your potential customer giving you a clearer idea of how to deliver meaningful messages that they understand and care about. Remember, you are talking to a customer with strong values and who is passionate about their beliefs.

Before we can inspire this market, you need to make your brand something they aspire to and will motivate them. You need to convince this audience that your product does something worthy. Make your message, simple, and tangible. Connect with your audience by relating the benefits to them on a personal level: it may be about their health, reducing their monthly energy and water costs or adding to the their quality of life.

It is all about how you want the consumer to feel when they buy and use your product. When you connect with them on an emotional level they can feel the benefits that sustainable products deliver. Make your customers feel that they can truly make a change with their choices, after all they are discerning about their purchase decisions and they want to be informed. They need to feel comfortable with their decision, so be patient and find ways to educate your audience to create trust and awareness.