Ethical certification is just the start
In recent years, the acquisition of GOTS (Global Organic Textile Standard) and Fairtrade certifications in the ethical fashion market has become widely accepted as proof of a company's reliability and transparency. However, the acquisition of certification itself is merely the starting line. Sustainable brand management requires how to utilize certification and how to transform it into differentiation and customer experience.
How to use ethical certification in your marketing
Consumers tend to place more importance on the values and attitude of the brand behind the certification than on the certification itself. Therefore, rather than simply displaying the certification logo on the product page, it is necessary to integrate it into social media, packaging, and the storytelling throughout the store.
POINT Certification is not a "certificate" but a "brand voice." It is important that it has the power to speak to consumers.
What successful brands have in common
Brands that use certification to grow their business have a few things in common, including:
- Patagonia : GOTS and Fair Trade certified. Communicate producer stories and material transparency throughout their website.
- People Tree : Fair trade certification and manufacturing background for each product. Also has a wealth of educational content.
- Tentree : Manages reforestation certificates on blockchain, ensuring transparency of CO2 offsets.
Measures to increase customer loyalty
Certification can be a major factor in creating loyal customers. Designing an experience that allows customers to learn "where this product was made by who" and "what effect it has on society" after purchase will lead to building long-term relationships with consumers.
The combination of POINT certification and UX design will directly lead to creating fans in the sustainable era.
Pitfalls to watch out for: Greenwashing
Excessive claims that a product is environmentally conscious simply because it has been certified are subject to criticism as so-called "greenwashing." In particular, if you are considering expanding overseas, you need to be aware of regulations from the ASA (UK Advertising Standards Authority) and the FTC (US Federal Trade Commission).
Operational framework after obtaining ethical certification
In managing your brand, we recommend building an "operational framework" based on certification, such as the following:
- Establishment of a policy for displaying certification marks for each product
- Creating content about the certification acquisition story (blog/video)
- Designing wording rules for advertising copy and banners
- Disclosure and transparency of regular third-party audits
- Providing after-sales information to purchasers (emails and enclosed items)
Why small and medium-sized brands have an opportunity
In reality, it is easier for smaller brands to use ethical certification as a differentiation strategy. This is because even if they lack capital, they can still emphasize the value of the certification through limited production and direct transactions.
POINT The "transparency of being able to see faces" of small and medium-sized brands can be a strength that large brands cannot imitate.
summary
Ethical certification should not be just a decoration, but a "strategic asset that can be continuously utilized." Brand value can be increased many times over depending on how it is used and expressed after obtaining it. In order to gain customer trust and achieve true differentiation in the ethical market, it is key to be able to both "talk" about the certification and "keep putting it into practice."