What do we mean by "Mindful Communications"?
“Using your voice”
You're on your way to saving the planet, now tell the world! In this pillar of the Framework, we explore the ways in which you can spread the message about the good work that you're doing.
By clearly communicating all of the amazing work you're doing to lessen your impact, you'll be inspiring other brands to take similar action.
This is how the MindfulCommerce message spreads - so thank you!
Topics inside this pillar include:
Transparent Communications
Industry-wide Campaigns
Awareness
Advocacy
The quick wins in this pillar will bring instant results and explore some of the snappiest ways of spreading the word, and by extension, the wider mission for a greener ecommerce sector.
The big wins in this pillar bring significant results. If we're going to see real change in ecommerce, it's time to get noisy. If you have the capacity to implement some of these big wins for Mindful Communication, you will better position your business and ensure maximum return on all your good work.
Plus, you'll be boosting the profile of the wider cause - getting the message out there to many, many more people, and you’ll contribute to keeping the snowball rolling.
QUICK WINS
1. Have you opted out of Black Friday, or done an alternative campaign like Green Friday?
MINDFUL COMMUNICATIONS: INDUSTRY-WIDE CAMPAIGNS
WHY IS THIS IMPORTANT? Black Friday is a big contributor to global waste and to the climate crisis. It sends shoppers into a consumer frenzy as they try to bag cheap deals on undervalued products. Green Friday is a great alternative.
CASE STUDY: PATAGONIA Patagonia is well known for its anti-Black Friday campaigns. In 2020 the company took a stand by becoming the first apparel brand to sell used as well as new products on its website — so it’s easy for people to make an informed decision every time they shop.
During Big Sale Days such as Black Friday, Patagonia often shut down their store completely. Never heard of Green Friday?
👉 Check out this useful article!
2. Is your communication strategy succinct & to the point on your website?
MINDFUL COMMUNICATIONS: TRANSPARENT COMMUNICATIONS
WHY IS THIS IMPORTANT?
The longer people hang around on your website, the more energy it's sucking from data centres and the Earth.
By making your messaging quick and easy to understand - the less time they'll be on your site. This might sound odd, but the quicker they stop browsing and make a purchase, the quicker your revenue will increase and the fewer emissions they burn. 👉 Bonus: it's also great for load speed, SEO & quality lead generation.
EXAMPLES: HEYLOW & ORGANIC BASICS HeyLow's website is the perfect example of this, (since they build low impact brands).
And of course, Organic Basics' low impact site.
3. Do you actively communicate about sustainability on your website?
MINDFUL COMMUNICATIONS: TRANSPARENT COMMUNICATIONS
WHY IS THIS IMPORTANT?
Consistent communication across your digital platforms is the key to engaging and inspiring customers - and to gaining their trust that you are as “good” as you claim.
In addition to making sure your brand is getting the recognition and patronage it deserves, you'll also be raising wider awareness, both with consumers and with other brands in your industry.
CASE STUDY: MINDFUL CHEF
Mindful Chef actively communicate sustainability issues and get great customer engagement as a result.
Check out their sustainability report.
4. Do you regularly publish a sustainability or impact report?
MINDFUL COMMUNICATIONS: TRANSPARENT COMMUNICATIONS
WHY IS THIS IMPORTANT?
Reporting helps to ensure you are transparent about your sustainability risks, opportunities and performance.
WANT TO GET STARTED?
Engaging examples include Brewdog, DAME, Oatly and Toast Ale.
Even as a small company you could produce something brilliant that clearly demonstrates your positive impact. We can help you with creating your sustainability or impact report at MindfulCommerce! 👉 Just ask: info@mindfulcommerce.io
5. Are you upfront about the sustainability challenges you face?
MINDFUL COMMUNICATIONS: TRANSPARENT COMMUNICATIONS
WHY IS THIS IMPORTANT?
In a world where greenwashing has a tendency to make us all rather cynical, transparency is everything. By honestly communicating your challenges, you can take your customers on the sustainability journey and avoid being accused of greenwash.
Progression is far better than greenwashing. Progression over perfection - always!
EXAMPLE: FORTHGLADE
Forthglade, a natural pet food company in Devon, England, have recently improved how they communicate their efforts to support their commitment to the environment. For example, you'll find the following messages on their food boxes:
1. The box is widely recycled 2. The tray (plastic) is widely recycled But… 3. Film is not yet recycled. So rather than just saying "We use recyclable packaging", they clearly state exactly where they're at in their sustainability journey - willing to admit that the film is not yet recycled.
6. Do you provide detailed and engaging information on your website about how and where your products are made?
MINDFUL COMMUNICATIONS: TRANSPARENT COMMUNICATIONS
WHY IS THIS IMPORTANT?
Ecommerce brands have an amazing opportunity to give customers detailed information about their products compared to in-store (e.g. written content, videos and links to articles).
Shoppers increasingly want to know more. Can you better communicate the true origin of your products?
CASE STUDY: IAN SNOW
Take a leaf out of Ian Snow's book - there is a detailed description alongside every item, about where products are made, who by and how the maker benefits.
The ultimate feel-good purchase. Transparency at its finest.
BIG WINS
7. Have you planned any sustainability campaigns to highlight the hidden impacts of ecommerce & advocate for change?
MINDFUL COMMUNICATIONS: INDUSTRY-WIDE CAMPAIGNS
WHY IS THIS IMPORTANT?
By educating people on the impact ecommerce has on the planet through industry-wide campaigns, you will equip others to get involved and make a difference.
Get together and demand more from all ecommerce businesses. This way you will drive industry-wide change.
WANT TO GET STARTED? As an example, if online retailers and ecommerce experts collaborated on an industry-wide campaign to raise awareness around the hidden impacts of next-day delivery, we could make real change together! Shall we do it together?
👉 We are open to your ideas, let's make it happen!
2. Could you work with other organisations to campaign and advocate for change?
MINDFUL COMMUNICATIONS: INDUSTRY-WIDE CAMPAIGNS
WHY IS THIS IMPORTANT?
Team up and win! Reaching out to collaborate with other organisations, suppliers, tech services and brands can enable you to have bigger impact than you would if you just worked alone.
Together, we can raise the bar in ecommerce best practice.
WANT TO GET STARTED?
Could we do something together as the MindfulCommerce Collective? 👉 Ideas for impact are welcome! info@mindfulcommerce.io
Resource: Mindful Masterclass #5
When it comes to communications, in any form of online sale, ecommerce brands are at an automatic disadvantage. They’re predominantly closed off from physical interactions with their customers, so it’s important to ensure that messaging is landing, loud and clear.
Sustainable businesses often have similar missions and desires driving them - ultimately, we all want what’s best for our planet - so the challenge is to ensure that our communications don’t come across as cliched or indistinguishable from our close competition. Additionally, it's essential for partnerships and collaborations to advance our business, at the same time as advancing the message of our mission.
We turned the attention of one of our Mindful Masterclass articles onto Path - a bottled water company who sell their product in a truly reusable bottle - designed to be kept and cherished, but still delivering the convenience of clean, cold water at the original point of sale. We think they do a great job when it comes to communications, both in terms of social messaging, national level campaigns and high profile partnerships which have allowed them to scale. Have a little read here.
Ready to make some real changes and fully embrace Mindful Communications?
If we're going to make waves here, communication and advocacy is going to form a core element of the future of ecommerce.
It's so important that people - both consumers and corporations - know that things are shifting, new possibilities are opening up and different options are being placed on the table.
Take some time to carefully consider this pillar – then go out there and make some noise!