As we gear up to celebrate Earth Day on April 22, now’s the perfect time for outdoor brands to step up and make a difference. As concerns for the consequences of climate change grow, consumers are increasingly seeking out environmentally friendly brands. 

More than 80% of customers say they would distance themselves from a brand with environmentally harmful practices, according to this survey. So, what better way or time to show you care than Earth Day?

The key to a successful strategy goes beyond a social media image or a few phrases about your commitment to the environment, but those are definitely a good way to start. In this article, we'll give you some ideas to help connect with your audience, show off your values, and even how to avoid greenwashing.

Why Should Outdoor Brands Market During Earth Day?

As we mentioned, Earth Day presents a unique opportunity for outdoor brands to connect with their audiences on a deeper level. As consumers become increasingly environmentally conscious, they are looking to support companies that share their same values and contribute to a sustainable future. This is where you can step in and shine.

Aside from capturing the attention of your eco-conscious customers, Earth Day provides a chance for your outdoor brand to differentiate itself from competitors. By highlighting your company’s eco-friendly products and sustainable initiatives, you can showcase your brand values and create a more meaningful connection with your audience. This can lead to increased customer loyalty and positive brand perception, which can ultimately drive sales and revenue.

Finally, if we forget about the sales and revenue for a moment, as outdoor brands, it's part of our responsibility to protect and advocate for the great outdoors. Your products and services wouldn’t thrive without mother nature, after all.

What is Greenwashing?

The last thing you want to do on Earth Day (or any day) is to lose credibility with your customers. Greenwashing is one way to break their trust, and it's something that you should actively be on the lookout for – both in your own marketing and with other brands. 

It's a marketing strategy used to create a false impression that products or services are environmentally-friendly or sustainable when in reality, they're not. It's also a form of deception used to capitalize on the growing demand for eco-friendly products and sustainable practices without actually implementing any meaningful changes.

What does greenwashing look like? Well, it can take many forms, like using vague or misleading language, making unsubstantiated claims, or using irrelevant certifications or labels. For example, a company might claim that products are "all-natural" or "organic," even if they contain harmful chemicals or are not truly organic. Or, a company may use a green certification that is not reputable or does not actually certify the environmental impact of the product. Aside from eroding your customers' trust, it can make it that much more difficult for eco-conscious customers to find legitimate products or services to support.

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Earth Day Marketing Ideas for Outdoor Brands

Earth Day marketing can be pretty saturated, but if you're careful and strategic, your brand can stand out miles ahead of the rest, especially if you plan or launch well in advance. While most brands might share a picture of nature or a press release, we have a few Earth Day marketing campaign ideas that we recommend you try out.

User-Generated Content

One effective way to engage your audience and build brand loyalty during Earth Day marketing is to incorporate user-generated content (UGC) into your campaign. This involves encouraging customers to share their own stories, photos, and videos of their eco-friendly habits or how they use your products to make a positive impact on the environment. UGC is a great way to build trust with your audience and showcase your brand's commitment to sustainability.

Elements like story posts or hashtags are awesome ways to get your customers involved. After all, who wouldn't want to be showcased on a brand's page?! It's a win-win. You spotlight your customers, and they spread the word about your brand. Earth Day is a massive day for sharing content, especially of the outdoors and travel pictures, so get creative on how to incorporate your product or service.

You could also consider partnering with eco-friendly influencers or bloggers to showcase your sustainable products and reach a wider audience. You could offer referral discounts or special promotions on your sustainable products during Earth Day to incentivize customers to make eco-friendly purchases.

Taking your Campaign Offline

As a digital marketing agency, you might be wondering why the word offline is even in this blog post. Hear us out. It's complementary to the other ideas. This could involve hosting an eco-friendly event, participating in a community cleanup, or partnering with a local environmental organization. By engaging with your community in person, you can build stronger connections with your audience and demonstrate your brand's commitment to sustainability. This is also a great way to build community and some face-to-face exposure with the people that keep your brand going. 

At the very least, you could even just encourage your audience to put their phones down and get outside this Earth Day.

Partner with a Nonprofit

Joining forces with a nonprofit organization is a great way to amplify your Earth Day marketing efforts and make a meaningful impact beyond your brand’s own commitments. Consider partnering with a nonprofit that aligns with your brand values and supports a cause related to the product or service you create. For example, if you own a surfboard company, consider partnering with an organization that cleans beaches, advocates for the ocean, or even teaches young children about surfing or the water.

You could donate a portion of your sales to the organization, volunteer your time and resources, or collaborate on a joint campaign to raise awareness for a specific issue.

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Highlight Your Sustainable Products 

To effectively highlight your sustainable products during Earth Day marketing, you can go beyond the typical social media post. Consider creating a section on your website or in your store that showcases your eco-friendly products or even an email marketing campaign. This could include products made from sustainable materials, such as organic cotton, recycled plastic, or bamboo, as well as products that are designed to be reused or recycled.

When promoting your sustainable products, it's important to be transparent about the environmental impact of each product. Provide information about the materials used, the manufacturing process, and any certifications or standards that the product meets. This can help to build trust with your audience and demonstrate your brand's commitment to sustainability.

Create Educational Content Marketing

To create educational content marketing for Earth Day, consider creating blog posts, videos, or social media content that provides insights on sustainability topics that are relevant to your audience. For example, if you sell outdoor apparel, you could create a blog post on the environmental impact of textile production and provide tips on how to choose sustainable fabrics.

You could also create how-to guides on eco-friendly practices, such as composting, gardening, or reducing plastic waste. By sharing actionable tips, you can inspire your audience to make positive changes in their daily lives and demonstrate your brand's commitment to sustainability.

Final Thoughts

By implementing strategies such as user-generated content, taking campaigns offline, partnering with nonprofits, highlighting sustainable products, and creating educational content marketing, your outdoor brand can effectively engage your audience and differentiate yourself from competitors.

However, it's important for outdoor brands to be authentic in their sustainability efforts and avoid greenwashing. By taking meaningful steps towards sustainability and being transparent about their environmental impact, you can build a loyal customer base of eco-conscious consumers and contribute to a more sustainable future.

Ultimately, Earth Day marketing is not only a chance to drive sales and build brand awareness but also an opportunity to make a positive impact on the planet and inspire others to do the same. So let's embrace the spirit of Earth Day, and work towards a more sustainable future, one step at a time.