You’ve done the hard work of changing your business practices to advance your sustainability goals. The next step is letting your customers know that you share their values. A marketing plan that showcases your sustainability credentials will help consumers understand how they make a difference for people and nature by buying your Rainforest Alliance Certified products.
We’re here to support you. From strategies on how to raise consumer awareness to messaging tools, read on for the ultimate guide to marketing your Rainforest Alliance Certified products.
Why promote sustainability?
But first things first. Why is it so important to tell your company’s sustainability story and promote your Rainforest Alliance Certified products? Consumers today expect brands to do good for people and the planet and prefer buying sustainably produced products:
- According to a 2025 Deloitte report, 65% of global Gen Z consumers and 63% of Millennials are willing to pay more for environmentally-sustainable products.
- A 2024 report by Simon-Kucher found that 54% of consumers across six countries are willing to pay a premium for sustainable products.
- A 2024 report by PWC found that globally, 80% of consumers say they are willing to pay more for sustainably produced or sourced goods.
This data underscores that sustainability is no longer just a trend—it’s an expectation and a crucial factor in building and maintaining consumer loyalty, especially among younger generations.
Tell a powerful story that fits your brand
Conveying a strong message starts with thinking about what makes an impact with your specific audience. We recommend taking a holistic view by focusing on the three pillars of sustainability: people (social), planet (environmental), and profit (economic). These can be highlighted in two different ways:
- Communicate your partnership with the Rainforest Alliance in a general way, highlighting the many benefits and positive impact on people and nature. Learn more about how to talk about your work with the Rainforest Alliance.
- Focus on the element(s) that resonate best with your brand values and target audience, for example, by highlighting specific social or environmental messaging. Check out these examples of how other brands have done this.
Raising awareness among consumers
Some effective ways to show consumers that you are on a credible, transparent journey towards sustainability are:
- Feature the Rainforest Alliance Certified seal on your products and packaging, and on your promotional materials and advertisements. Learn how to get approval to use our seal.
- Promote your sustainability commitments on your social media channels using our free, downloadable creative assets.
- Run a cause marketing campaign in support of the Rainforest Alliance.
Engaging your employees
Not surprisingly, employees are some of the best brand ambassadors. The 2023 Edelman Trust Barometer found that 67% of respondents view societal impact as a key factor when considering a job. By actively engaging your team in your sustainability efforts, you help keep them committed and motivated.
Some ideas:
- Talk about our work together in your company’s newsletter or presentations.
- Encourage employees to follow the Rainforest Alliance on LinkedIn, Instagram, TikTok, YouTube, and Facebook.
- Educate your sales team. Use compelling training materials that inspire and help them effectively present your Rainforest Alliance Certified products to your clients.
- Organize an employee engagement session, such as a product giveaway or lunch presentation to teach your team what the green frog seal means for people and nature.
- Designate an in-house sustainability marketing expert who understands the benefits (and challenges) of becoming a more sustainable business.
