Sustainability is becoming an increasingly key factor in shoppers’ decision-making processes, as the world’s collective environmental conscience continues to grow - particularly within the influential millennial market. In the coatings industry, this is good news for sustainable brands whose identities are founded on offering an eco-friendly alternative to other providers - but only if these brands can use this USP to their advantage.

Today, the retail specialists at shop4pop are sharing some promotional hacks designed to help sustainable coatings brands push their products’ green credentials and build a loyal customer base of Earth lovers.



Nail your brand imagery

Getting your brand identity just right is absolutely key to every product launch, marketing strategy and sales push that follows - and this is especially true in the sustainability space, where this one defining characteristic of your brand needs to be a part of the conversation at all times. From incorporating appropriately evocative colours - such as green for eco-friendliness or blue for trust - to harnessing natural imagery and building your brand messaging around environmental buzzwords, there’s a lot you can do to let your audience know from first glance that your products are planet-friendly.

Push the full package

Of course, while sustainability is an important part of the picture in terms of what makes your brand or product unique, it’s important to remember that eco-friendliness at the expense of other key selling points will be a hindrance rather than a help. Customers have a range of expectations that brands need to meet in order to win them over - from price and quality to durability and convenience - so it’s up to you to demonstrate to your customers that they can have all that and sustainability, rather than asking them to make a choice between the two.

Share a sustainable narrative

Advertising a product - whatever the industry - is all about telling a story your ideal customers want to hear. Whether your story is that sustainable production methods are a core part of your brand’s origin story, you’ve refined your products over time to earn the highest standards of sustainability certification or your brand has a wider mission to make the UK’s homes more eco-friendly, any narrative you can share with your audience will bring your marketing efforts to the next level. This way, you can create connections with shoppers and give them a glimpse into the brand behind the product, and the personality behind the brand.

Get your products noticed

Aside from your own website and brick-and-mortar store, there are other ways you can get your sustainable coatings products in front of the people who need them - with one of the most understandably lucrative channels being general DIY and hardware stores. If your product has a stand-out benefit, it deserves a stand-out spot - and by displaying your products on point of sale displays plastered with persuasive, eco-friendly brand messages, you can make sure all eyes are on your range and your commitment to sustainability is crystal clear.

Spread the word on social media

Last but not least, no marketing campaign is complete without a considered approach to social media - and thanks to thriving online communities across networks like Facebook, Twitter and Instagram, you can build your customer base online and broadcast your environmental credentials with ease. Connect with like-minded brands and individuals to share your passion for sustainability and get the word out about your latest and greatest products - just remember that social media marketing is a dialogue, and you’ll need to listen at least as much as you speak.




With a fully formed brand, killer imagery and messaging, and a proactive sales and marketing strategy, you can create an engaged network of customers who believe in the ethos behind your brand and buy your products because they deliver all that and sustainability.