Sustainability is no longer just a trend—it has become an inevitable standard. Consumers are more demanding, better informed, and increasingly sensitive to the ecological and ethical aspects of the brands they choose. This reality brings new challenges for product PR and brand communication as a whole. Not only in what we say, but also in how we say it.
Sustainability-oriented PR differs significantly from traditional product PR. It's no longer enough to communicate just the function or design of a product; emphasis must be placed on values, impact, and authenticity. Customers are asking more critical questions that brands must be prepared to answer:
What is the product’s real environmental benefit?
Is the brand transparent about how and where the product is made?
Is this genuine or just greenwashing?
Completely honest communication is essential. It's important to share facts, data, certifications, and be open about all of the brand’s and company’s activities.
Every sustainable product should have a story: about the people who make it, the materials used and circulated, and the mission being fulfilled. PR helps shape, simplify, and spread that story to consumers.
Each media outlet requires a slightly different angle. Lifestyle magazines are drawn to design and emotion, while industry media want numbers and certifications (we often recommend conducting a survey to provide compelling data for the media—see an example of such a survey we did for our client ALPLA HERE). While this isn’t different from regular product PR, sustainable PR must also always integrate aspects of sustainability and the brand's mission.
Collaborating with influencers who consistently support ecological and socially responsible projects adds credibility and boosts reach. But choosing the right ambassador is key. It’s not about follower count, but about alignment in lifestyle, approach to nature, and core values.
Social responsibility cannot be effectively communicated in a single press release. It requires time, consistency, and patience. Real results come from long-term brand work, community engagement, and ongoing public education.
A PR agency with sustainability expertise can:
Identify a strong communication angle and narrative,
Create content for media, social media, and websites,
Proactively reach out to relevant journalists and influencers,
Ensure consistency and authenticity across all channels,
Evaluate impact and adjust the strategy in real time,
Connect clients and media with experts and opinion leaders on current topics.
A good product deserves good communication. And a sustainable one deserves it twice as much. PR isn’t about exaggeration or painting things green—it’s about an honest, creative, and strategic approach to what a brand wants to say to the world.
Want to get your sustainable products into the media and public consciousness? Get in touch—we’d love to help.
Další příspěvky
