Market your environmental credentials

Improving and communicating environmental performance can help build confidence in your customers about the commitment of a brand to environmental improvement.

There are several things you can do to make existing and potential customers and other stakeholders aware of the environmental improvements of your business, its products and services.

• Have an environmental policy  - this helps your business to focus on the main environmental issues you need to communicate. Developing internal communications in support of this strategy will help you develop credible communications and avoid messages that may misrepresent your achievements.
• Improve your packaging or labelling to highlight your environmental credentials. This is a legal requirement for some types of product such as white goods. Consider the use of third-party verified logos.
• Become certified to an environmental standard such as ISO 14001. You may be able to use the logo and brands of standards to help promote your achievements.
• Include environmental achievements in business reports, such as those issued to shareholders. You should also include this information when bidding for new contracts. Large businesses and public sector organisations in particular are increasingly looking for contractors that take environmental issues seriously.
• Get involved with your local community, such as by helping to raise awareness of a particular environmental issue.

Make sure you can support your marketing claims or you may run into problems, for example from the Northern Ireland Trading Standards Service or the Advertising Standards Authority.