🌿 Growing green: How to engage light green consumers for sustainable growth

In this time of year, especially after the thought-provoking Netflix documentary 'Buy Now,' we at PAN CON TOMATE feel the need to support mission-driven businesses. Their key question always seems to be the same: How do we grow sustainably without losing sight of our impact mission?

We see two key struggles in our clients. First, mission-driven pioneers who are now facing "mainstreamization." Take Vandebron as an example. What started as a disruptive green energy provider has seen the entire industry shift toward renewable energy, making it harder for Vandebron to stand out. We see this across categories where sustainable practices are becoming the norm, from plant-based food to ethical fashion. Second, mission-driven brands that hit a growth ceiling. These are brands like Mud Jeans, which offer a brilliant promise (circular denim, anyone?) but face the challenge of scaling beyond early adopters. Reaching the "light green consumer" — those who care about sustainability but aren’t ready to compromise on price, style, or convenience — is a significant hurdle.

At PAN CON TOMATE, we believe that sustainable growth requires looking inward at the brand, but also outward toward the consumer. The green thread running through both categories? They all struggle to attract the elusive "light green consumer."

So, how do you engage this audience? We’ve developed three key approaches to help impact-driven brands broaden their appeal while staying true to their mission.

1. Simplify the message

Light green consumers may care about sustainability, but they don’t have the time or headspace to decode complex impact claims. That’s why it's crucial to make it simple, relevant, and relatable. Instead of talking about lifecycle carbon footprints, emphasize tangible personal benefits like health, taste, or convenience.

Take Oatly as an example. While Oatly’s early messaging focused on climate impact, they shifted to more relatable "me-benefits" like "healthy, dairy-free, and delicious alternatives to milk" — a message that resonates with light green consumers. Their witty tone and playful "Oatmilk Elite" community further help connect with this audience.

How to do this? Identify the most relevant "me-benefits" of your product, like health, taste, or convenience. Then, frame your messaging around those relatable benefits instead of abstract impact data.

2. Incentivize green choices without sacrificing convenience

When it comes to making the sustainable choice, price, style, and convenience still reign supreme for light green consumers. They’ll only choose the greener option if they’re also getting added value. So, make green choices easy and rewarding.

Too Good To Go is a great example. Their app encourages users to "save good food at half price" — not "save the planet." This appeal to self-interest is exactly what light green consumers want to hear. The added incentive of "trying something new" from local bakeries or cafes makes it feel fun and fresh.

How to do this? Use rewards, discounts, or loyalty programs that highlight personal benefits. Ensure the sustainable option is the most accessible and rewarding option on the table.

3. Collaborate and partner up

Why fight for visibility alone when you can partner with well-loved brands that already have access to the light green consumer? Strategic partnerships expand your reach, boost credibility, and help "normalize" sustainability in the eyes of mainstream audiences.

One example is the collaboration between IKEA and Mud Jeans, which turned recycled denim into sofa covers for IKEA’s iconic KLIPPAN sofa. In this partnership you’re just buying a cool sofa cover (me benefit) while reinforcing both brands’ commitments to circular production (not the priority message).

How to do this? Partner with brands that align with your values but have access to a larger consumer base. Co-create products or services that make sustainability "invisible" by embedding it into everyday purchases.

Final thoughts: Growth without compromise

So, how do you grow sustainably without losing sight of your impact mission? It’s about balancing your brand’s purpose with consumer pragmatism. By simplifying your message, incentivizing green choices, and teaming up with like-minded partners, you can connect with the elusive light green consumer.

At PAN CON TOMATE, we’re here to help mission-driven brands grow while staying true to their roots. Got something to add or curious to chat more? We’re all ears (and love hearing fresh ideas). After all, we’re all about going green—just like a tomato starts out!

🍅 We're PAN CON TOMATE, strategic marketing consultants, and we believe growth happens when we stay fresh and keep it green.