How can brands approach sustainability in sampling?

Investing in brands

Sustainability has become a key focus for brands and consumers in recent years. Growing numbers of people are choosing to invest in brands that are committed to minimising their environmental impact and improving green credentials.

Today’s consumers want to feel connected to brands and share values and goals. By becoming a more sustainable brand you can not only help the planet but also enhance your image and unlock new market opportunities.

Product sampling 

Product sampling is an integral part of brand strategy for consumer packaged goods, and is often a driving force behind brand awareness and increased sales. In 2021, samples also need to meet the expectations of increasingly conscious consumers to encourage desired behaviours and generate positive feedback.

How can you ensure your product sampling campaign has a green footprint?

Sustainability in sampling

• Reaching the right audience
  Ensure your samples reach consumers who have a genuine interest in your product and avoid freebie hunters, who are unlikely to purchase your product in future.
• The process behind the product
  Consumers want to see brands take action and actively use sustainable materials. Whether that be packaging made from recycled plastic, sugar cane or other recyclable materials – ensure your sample isn’t adding to mass plastic waste.
• Packaging alternatives
  Implementing eco-packaging is no longer an option, it’s a necessity. Ensure you send out samples in recyclable boxes and envelopes, use water dissolvable packing peanuts, or GreenWrap as an alternative to bubble wrap. There are so many recyclable and biodegradable options available!
• Unnecessary waste
  Take out the cellophane and excess cardboard when sending your product samples. Many forward-thinking brands also favour QR codes printed on cardboard boxes and email correspondence over leaflets and flyers.

Your green mission 

Many brands find that their audiences aren’t aware of their green mission before receiving their sample. So spend time building an audience on social media and via email to shout about your eco-credentials!

This could include any partnerships with charities or environmental agencies, and initiatives such as carbon offsetting, wildlife protection or the use of renewable energy sources to fuel the production line.

Consumers that buy into your brand want to share a common sustainability goal – so receiving simple tips over email to apply to their own lives would be really helpful. You could also include packets of seeds, plantable pencils or plant sticks with the sample to promote an eco-friendly campaign message.

Future goals

Sustainability is certainly not a quick fix or one-time change – it’s an ongoing process that requires constant innovation.

As consumers continue to look for products that connect to and represent their lifestyles, eco-friendly brands will continue to stand out. Make sure consumers’ first touch-point with your product sample meets their expectations.

Follow our guide to running a sustainable online sampling campaign for your brand. Get in touch today on 020 3974 7458 or sayhello@samplmarketing.com if we can help you meet your green mission.