Inspiring & Engaging Copywriting for Sustainable Brands

Copywriting for sustainable brands is what Elon Musk is for DogeCoin. It’s the brands’ best opportunity to differentiate themselves from the vast competition. And it can also make the biggest difference in aiding consumers to make the decision to prefer investing a bit more on a sustainable piece, instead of going for the cheap fast fashion option.

While the fashion marketplace today is so crowded with greenwashing, and while consumers can’t be held accountable for knowing who is lying and who isn’t, properly done copy becomes essential for sustainable brands!

And as much as fast fashion brands like to greenwash consumers, there are just as many offering copywriting for sustainable brands that don’t actually know a tuppence about it. Sustainable fashion is a multi-layered phenomena that needs to be broken down into understandable bits.

The last thing consumers want from sustainable brands’ copy, is an overwhelming amount of scientific data. In today’s world we like to rely on scientific data, but when it comes to offering consumers a new shopping mindset, I do not think science is the path to success. Instead, what copywriting for sustainable brands needs to be, is inspiring!

If the Covid pandemic has taught us something, it surely is that scientific data isn’t always enough to convince people to do the right thing. And after multiple lockdowns people are definitely fed up being told what to do, and how to live their lives. For that reason I do not believe in data-driven copywriting for sustainable brands.

Instead, consumers today want to FEEL good. They want to feel like they are making a difference, like they are part of something exclusive, and that they are justified to enjoy spending money. And that is why inspiring copywriting for sustainable brands is the only way forward.

What is inspiring copy? How could copywriting be inspiring? Easily! All one needs to know is what makes a modern shopper tick. Feeling inspired is so much stronger a feeling than excitement or pride. It’s like a divine intervention that guides a person to act in a certain way, because they feel so completely convinced that it is the right way.

Being inspired feels like a person is acting of their own accord. But inspiration can be steered, maneuvered. And that’s where copywriting comes in! Inspiring copywriting can prompt a consumer to take action that creates positive feelings for them. And with sustainability comes also the bonus of feeling like one is in control and can make a difference for the better.

Inspiring copywriting may sound easy enough, but in fact there are only a handful of copywriters and content creators who can truly be called inspiring. Inspiring in the positive sense of the word, not inspiring in terms of evoking comparison and a feeling of lacking something.

While inspiration is perceived differently by every human being, there are some templates that copywriters can follow when aiming to create inspiring copy. But if there is no real inspiration behind that copy, if it’s just a list of steps, it will be quite discernible for the reader.

Inspiration can only be conveyed through true passion and excitement for a subject matter.

I am a self-proclaimed Sustainability Inspirer, not because I think so. But because my followers on social media have told me so for years. I know what true inspiration feels like, and how it can guide consumers to act in a way that benefits the planet, but also themselves.

Inspiring copywriting for sustainable brands is my bread and butter. And here’s how I utilize everything around me to create copy to inspire consumers to make better shopping decisions:

Inspiring is in fact only the first step in getting shoppers to shop better. Inspiring copy attracts their attention, but there needs to be a hook that makes them take inspired action as well. And what sustainable brands need to understand is that that inspired action doesn’t always need to mean a purchase.

Instead, what you want people to do with your brand’s content, is to share it on social media as far and wide as possible. This is where many professional copywriters go wrong: they assume that a simple call to action is all that’s needed to prompt an action in a consumer.

As I mentioned earlier, consumers are not robots. They are fed up being told what to do and how to do it. Yes, a brand’s content should always include CTAs to like, comment and share the content.

But in addition to all that there needs to be something that makes a potential customer engage on a higher level than just commenting with an emoji, or sharing a social media post to their Insta stories (people rarely click them).

The twist with making inspiring copy also engaging is to offer the consumer / shopper / random social media user something new. Something new that hits the spot for them specifically, and thus makes them stop scrolling. But how could one know what that spot is when shoppers all have individual styles and preferences?

Well, that’s what I know, and what you will find out through working with me. I provide truly inspiring and engaging copywriting for sustainable brands that is also brand-specific and prompts consumers to take actual action. Want to see how I do that in reality? Get in contact TODAY!