Marketing

No-one is expecting you to be perfect. Sustainability is hard. Being honest about where you’re making progress and where you know you need to improve builds trust and shows people that you’re committed to genuine change rather than just superficial claims. Share stories of the journey, and what you learn along the way, to bring people with you and help them understand the challenges.

While you have your customers’ attention, menus are a great place to tell people about your initiatives. But keep it brief. Think about highlighting suppliers, low carbon menu items or explain how a dish helps you minimise waste. If you have a website, that can be a great place to get into the detail, allowing people who make decisions based on sustainability to find the information they’re looking for and take the time to read all you have to say. Social media is a great place to share updates, celebrate milestones and engage people with what you’re doing, especially through video. Don’t forget to make use of your venue too. Whether its photography of suppliers, posters with progress updates or explanatory signs, there are plenty of opportunities to communicate what you’re doing and how customers can help.

For all the written words and pictures, nothing beats hearing from proud and passionate people. It’s important to make sure all staff members are well-informed about what you’re doing and why. That way they’ll be ready to answer any questions that come their way and show customers that everyone is working towards the same goals. It is also worth encouraging staff to share this knowledge without being overbearing. For instance, a server might mention your composting programme when clearing plates. Keeping your staff up to date has the added benefit of giving them another reason to stay with your company.

Sustainability shouldn’t be represented by polar bears on melting ice caps. In fact, fear is one of the least motivating emotions to drive behaviour change. When we tell people information that challenges or threatens them, they avoid or reject that information. Far better to get people excited about the positive change that’s possible. Sell the vision instead – communicate what you’re aiming for – and people will be far more likely to want to come along for the ride. Tell them the difference their choice will make, shout about who will benefit and how. Keep it positive and optimistic. They’ll thank you with their choices and feel good about it too.

Avoid jargon and keep the benefits tangible. Most people can’t relate to the numbers in carbon emissions or understand the tonnage of food waste. Instead, compare emissions to flights or car journeys or break down food waste to the number of meals saved. By meeting people where they are, you’ll communicate the impact far more effectively