Engaging Customers on Sustainability Award, supported by How on Earth 2014

This award recognises businesses that use their marketing activity to inspire and enable people to live more sustainable lifestyles.

Infographic produced by Logistik, see all the trends from the 2014 Awards.

BITC's Joey Tabone gives his perspective on the entries for this year's Award.

Collaboration is key.  When engaging customers on sustainability, businesses need to partner with other organisations, community groups, individuals and even other businesses. The Engaging Customers on Sustainability Award supported by How on Earth demonstrated the importance of the need for collaboration. Using sources that your customers trust, and communicating your companies’ messages through these, was seen as key to engagement.

The companies awarded a Big Tick in this category not only collaborated with other organisations but also empowered and encouraged their employees to act as advocates themselves.  As these Big Tick companies demonstrate, not engaging staff will reflect on the effectiveness of your message. Companies utilised various methods to achieve this from offering free product samples, vouchers, prizes and competitions to trainings, workshops and employee roadshows.

Following from this a reoccurring theme in the Big Tick companies was the use of multiple communication channels incorporated into campaigns. In order to achieve maximum impact successful businesses utilised a minimum of five channels. This includes the importance of social media; as you will see in these examples Facebook, Twitter and YouTube were adopted to engage customers.

The following case studies provide more detail about the programmes that achieved a Big Tick and those shortlisted for the top accolade.



Anglian Water outdoor display
Engaging Customers on Sustainability Award 2014, Big Tick, Winner, Reaccredited 2015, 2016.

Anglian Water implemented the Keep It Clear campaign to educate customers on the disposal of fats, oils and grease (FOG) as part of its Love Every Drop strategy.

Published: June 2014
A flooded kitchen
Engaging Customers on Sustainability Award 2014, Big Tick, Shortlisted, Reaccredited 2015.

Thames Water engaged customers with eye-catching news stories and the ‘Bin it – don’t block it’ campaign to reducer sewer blockages that cost £12 million a year.

Published: June 2014
Living the Waitrose Way
Engaging Customers on Sustainability Award 2014, Big Tick, Shortlisted, Reaccredited 2015.

Waitrose implemented The Waitrose Way campaign aimed at encouraging customers to make small changes that can help them live more sustainably.

Published: June 2014



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