The ultimate guide to sustainable storytelling for your e-commerce brand 🌱🛒

This is for e-commerce businesses who have an interesting story around sustainability to tell. If you’re like most e-commerce owners, you're always looking for ways to increase conversions and build a lasting relationship with your audience.

That's where storytelling comes in. Specifically, sustainable storytelling.

Why Storytelling is a Game-Changer 🚀

Storytelling can boost conversion rates by 30% - Search Engine Watch.If people love a brand story, 55% are more likely to buy the product in future, 44% will share the story, and 15% will buy the product immediately - Headstream.

In simple terms, storytelling makes your brand sticky, memorable, and—most importantly—convertible. As a brand that cares about sustainability, when you take into account that almost 75% of consumers prioritise product sustainability over the brand name, you can pair storytelling about sustainability and become the conscious alternative in your industry (source: Yougov and McKinsey).

On the flip side, if you don’t integrate storytelling, your brand becomes just another face in a sea of generic online shops. You end up losing long-term customer loyalty because customers feel less connected to you as a brand.

Key Principles of Sustainable Storytelling 🌿

1. Authenticity is King 👑

People can smell BS from a mile away, so being truthful is key, otherwise you can watch your good intentions backfire. Your story has to align with your brand’s values and mission. If you're an eco-friendly brand, tell your customers about this journey or what steps you’re taking to improve going forwards. Just be aware of the Green Claims Code, and other EU regulations around how you talk about sustainability.

Example: If you sell eco-friendly cleaning supplies, tell the story of how you realised the harmful impact of chemicals and decided to make a difference with your products. You could also show customer testimonials sharing how they’ve made the switch to “cleaner” cleaning supplies.

2. Consistency is Key 🔑

The story you tell in your marketing messages should echo in your customer service, your product design, your website, your social media accounts, your EVERYTHING. Your brand story should be like a thread that weaves through every fabric of your business. Consistency reassures your customers, solidifies your brand, and helps boost your credibility.

Example: Imagine you sell reusable bamboo straws and your narrative revolves around eliminating single-use plastics. If you then decide to ship those eco-friendly straws in plastic packaging, errr… what are you doing? 😬 One of my personal favourite unboxing experiences was when I bought a Mooncup and it came a recycled cardbox box with the instructions on the packaging itself instead of a separate paper booklet.

3. Emotional Connection 🤝

What’s your favourite film and why? I’ll tell you mine. It’s Grease. I must have watched it at least 100 times as a little girl, because it made me feel empowered. Some might see her transformation as one she did for Danny, but really in the context of the 50s, she was doing it for herself, to rebel against the ideal of what the ‘dream housewife’ of that era behaved and look like. The best stories in life tap into people’s emotions. Whether it’s empowerment, happiness, nostalgia - pick one and then go for it. Help people feel part of something greater, something meaningful. Your audience should feel something when they interact with your brand; it's that emotional connection that turns one-time buyers into loyal fans.

Example: If we take the reusable bamboo straw product again, you might consider creating a campaign around the emotional aspect of saving marine life. You could share a message post-purchase about how many plastic straws have been offset to make your customer feel like they’re contributing to a greater cause.

4. Show, Don't Just Tell 🎥

Words are powerful, but visuals can often convey stories more effectively. Use every medium at your disposal to enrich your story. Use photos, videos, and customer testimonials to bring your story to life.

Example: Shoot a video showcasing the sustainable farms where your bamboo is sourced, featuring interviews with the farmers and perhaps even a behind-the-scenes look at how the bamboo straws are made. This not only validates your claims but also brings your audience closer to the roots of your eco-friendly efforts.

5. Evolve, but Stick to Your Roots 🌳

Your story isn’t set in stone; it should grow as your business does. However, the core message should remain the same. New chapters will be added, but the essence should remain unchanged. If you pivot or diversify, always tie it back to your core message. For example Girlfriend Collective make activewear out of recycled plastic bottles. They release new colours on a seasonal basis, but they never steer away from that core message of moving away from newly-made fabrics.

Example: Let’s say you decide to extend your product line to include reusable coffee filters. Make sure this new offering is linked back to your overarching narrative of eliminating single-use items and making daily habits more sustainable. You could also update your community on how expanding your product line is part of your mission to make a bigger positive impact on the planet and create more sustainable alternatives for conscious-minded people.

Bringing it All Together 🎬

Sustainable storytelling isn't just a trend; it's a long-term strategy. It can be the difference between customers who don’t care about your brand and never tell their friends, and those who keep coming back to make more conscious choices and spreading the word to others.

Don't let your brand become a forgettable one-hit-wonder (or maybe do, because they only need to buy your product once, but if that’s your story than shout about it). Leverage the power of storytelling to create an epic brand saga that people will want to follow.