29
Jul, 2025
At Sketch Corp, we believe sustainability isn’t just a tick-box. When communicated authentically, sustainable practices can become a powerful brand asset – one that builds trust, creates distinction and speaks directly to what modern buyers and consumers care about. From water conservation and soil health to reduced emissions and biodiversity gains, many agribusinesses across Australia are already doing the work – but not all are talking about it.
So, how do you market your regenerative or sustainable practices effectively – without greenwashing or watering down your message? Here’s our expert guide.
Define what sustainability means for your business
No two agribusinesses are the same – and neither are their approaches to sustainability. Whether you’re using compost to close nutrient loops, utilising solar-power for your office or reducing diesel use across your fleet, your first step is clarity.
We recommend clearly identifying:
- Your key areas of environmental impact
- The practices or innovations you’ve introduced
- The measurable outcomes (or goals) of these efforts.
This forms the foundation of your sustainability story and helps to ensure it’s grounded, not generic.
Use content pillars to tell a consistent story
Too often, sustainability messages appear only in one-off social posts or the “about” page of a website. To really resonate, sustainability should be a pillar of your brand – woven consistently into your content strategy.
This might look like:
- A dedicated page on your website explaining your sustainable practices
- A series of blog posts or case studies showing progress and results
- Behind-the-scenes content showing the work in action (think video, reels or photo essays)
- Social media updates tied to seasons, milestones or new initiatives.
The goal is to normalise and showcase the effort – not just shout the outcomes.
Lean into storytelling, not just stats
Although numbers do matter, in marketing it’s the story behind those numbers that creates impact. Who’s driving the change on your team? What inspired you to trial a regenerative practice? What challenges did you hit, and how did you overcome them?
These are the human details that bring your sustainability efforts to life, and help your audience to connect with your values. Whether you’re speaking to buyers, partners or end consumers – this emotional layer matters.
Build proof into your brand
If you’re doing the work, show the evidence. Good marketing builds credibility alongside awareness. Wherever possible, consider:
- Independent certification or audits (e.g. the Freshcare Environmental Code of Practice, Carbon Neutral certification)
- Collaborations with research bodies or universities
- Third-party verification of your results.
This level of detail helps set your business apart, and shields your brand from any accusations of greenwashing.
Don’t wait for it to be perfect
We often hear from ag businesses that they’re “not ready yet” to talk about sustainability. But even if you’re early in your journey, your intention and action still matter – so use your marketing to bring people along for the ride. Be honest about the challenges, and share what you’re trialling and learning. This kind of transparency isn’t a weakness – it’s a competitive strength.
Ready to shape your sustainable story?
At Sketch Corp, we specialise in branding and marketing for agriculture – and we know how to turn your environmental leadership into a strategic brand asset. Whether you’re just starting your sustainability journey or looking to better communicate what you’re already doing, our team can help you craft a message that’s authentic, effective and fit for your audience.
Let’s talk about telling your story. Contact the Sketch Corp team today.