To establish trust, it’s important to be transparent with your consumers. When using your website to show what you stand for, be prepared to back up your messaging with links to real-world examples and data to demonstrate your efforts and impact.
For example, when making a statement about reducing the use of raw materials in your production process, provide numerical values showing how much you’ve cut back with a link where people can find out more.
In our study, one user told us when a company says it will “plant a tree for every order”, they want to see the evidence that this has happened. This sentiment was echoed in user interviews across our global study.
You can’t simply cherry pick the positives. Being open is far better than bending the truth — or ignoring it all together — so be upfront about what can still be improved.
2. Educate: Inform and empower your users
The consistent growth in search interest around sustainability topics provides a clear indication that consumers have a strong desire to learn more — and take action.
Our research found that 75% of consumers expect organisations to help them be greener.3 Brands can engage with shoppers and win loyalty by using their UX to make these shifts easier.
This support and guidance needs to start in the upper funnel and move all the way through the customer journey, from homepages and newsletters to browsing and checkout, and even product repairs.
Informing decisions throughout the marketing funnel
By guiding users towards more sustainable options at different stages in the purchase journey, you can help inform and shape buying decisions — especially when it doesn’t cost consumers any extra.
To promote sustainability in air travel, for example, Google Flights includes carbon emission estimates on users’ flight search results and booking pages. When an online supermarket in Norway added an estimated carbon footprint to shop receipts, it saw a drop in the number of carbon-intensive products sold, including red meat.