Ocado, the British online grocer, claims to be ‘industry leading’ in sustainable grocery delivery.
It aims to be carbon neutral by 2040 and is involved in a process of converting all its packaging to being made from recycled materials (and generating industry news by doing so). The company invests heavily in sustainability across multiple parts of its business.
Importantly, Ocado does particularly well at telling customers what it’s doing, being both clear and concise (‘Ocad0 Waste’). Being too wordy can have the unintended effect of being perceived as bragging or, worse, trying to obscure something.
The company also boasts superior SEO: type in ‘Ocado sustainability’, and the entire first page of results leads to various pages on the Ocado website covering its initiatives. This gives the company a degree of leverage and control in communicating with its customers. Obviously, this has to be about being as informative as possible, not hiding criticism!
Customers today are doing their own research out of fear of ‘green-washing’ – or companies who claim to be sustainably without being so.
Communicating clearly and honestly about green credentials is key: consumers need to hear that a business – and thus their transactions with a business - are doing something to make the world a better place.