Recommendation #2: Value First Marketing
What makes Green Upward consumers different from the rest of the world is that they are people who strive to live mission driven lives, they truly want to make an impact, and in doing so, demand detailed product information in order to make educated purchasing decisions.
To date, Green Upward had used a traditional marketing style with acquisition tactics like informational product advertisements and discount incentives on their website. While this may slightly increase brand awareness, the passion and fervor behind the mission of the company is absent. We recommend including the values in the messaging in two ways:
First, highlight the human beings in the supply-chain. Customers resonate with people more than products, so we identified an opportunity to share the stories of the via Green Upward’s Instagram, website, blog and newsletter. Value first marketing prioritizes connection over sales, but the sales certainly follow.
Second, turn core values into calls to action. Because the vision of Green Upward is to foster a collective of like-minded designers, the language must feel like one unified voice. For example - the core value “Meaningful Materials” stating “all materials are chosen carefully, purposefully, and with ecological consideration” should be changed to read “Choose all materials carefully, purposefully, and with ecological consideration”. These changes activate the language and challenge both the designers to create sustainable products and celebrates the customer’s decision to spend for impact.