EP63 - Winning Sustainability Awards as a Strategy for Proof with Sue Campbell

Welcome to Episode 63 of the Sustainable Ecommerce Podcast!

https://sustainable-ecom.com/ep63

One of the most important and challenging aspects to sustainability marketing is ensuring your story is authentic.  You can and should get science-backed proof in the form of certifications, and I’m working on a mini-series to help you with that later this year.

While those elements are important, they’re not the full story.  To choose your brand, customers want to know that your products are both better functionally AND better for the environment.  Proving sustainability claims with science does just that, without focusing on proving how your product solves the customer’s problem.

So today we’re exploring 2 other forms of proof that check off both of these two problem sets by talking with a founder that I think is doing this particularly well. 

My guest today is Sue Campbell, an Aussie entrepreneur building her solid shampoo brand KIND2 over in the UK.  Being bootstrapped, like many brands cashflow is extremely tight, which means spending 10’s of thousands on Life Cycle Assessments was out of sight, yet Sue knew that customers were never simply going to take her word for how her shampoo was both effective and Kind to the Planet.

And to solve that she’s always placed a strong focus on acquiring the 2 forms of proof we’re talking about today.  The first is social proof, and of course we’re talking about reviews and testimonials.   And the other one is sustainability awards.  Of all the brands we’ve had on the show so far, I think Kind2 probably has the biggest trophy cabinet, which is no small achievement given she really only has a handful of products. 

What I’m excited to share with you though is the strategic approach she takes to getting those awards.