BXP - Vol 4 No 5 July 2020 - 11

11

Growing your audience

Design an

through radical

environmental

transparency

user experience

It can be challenging to ensure

Microsites are a great way

your operations align with your

to creatively invite shoppers

brand's sustainability standards,

to learn more about a brand's

as many supply chains are

sustainability initiatives and gener-

incredibly intricate and com-

ate community engagement. Apple's environmental microsite

plex, but it's also important. The

expands upon its digital presence by creating a storytelling

pursuit of sustainably focused
marketing has to contend with
"greenwashing." Brands that advertise
unreliable environmental footprint reduction claims mar the climate actions of companies actively engaging in climate solutions.
Radical transparency can differentiate a brand by sharing

narrative highlighting the environmental attributes of its
products and operations. Apple uses its microsite to take the
user on a journey, creating a compelling experience.
Every Last Drop is another example of an influential
microsite that showcases the unique facets of the brand's
ideology. Every Last Drop uses clever web design to create
a compelling narrative explaining the importance of minimal

its unique footprint with consumers through dashboards and

water usage. Every Last Drop's microsite hopes to create

product information. Sourcemap is an excellent resource fa-

enough intrigue, so the viewer watches the associated docu-

cilitating end-to-end supply chain mapping to ensure ethical-

mentary. Both microsites utilize beautiful design to connect

ity and transparency. It recently developed mapping to "en-

with its audiences.

sure leather is responsibly sourced... ensuring best practices

Using storytelling to enrich a brand's Web content can

and monitoring for external risks." Sourcemap aims to give

drive consumer engagement and connect your branding

brands the ability to "keep tabs on incredibly complex supply

strategy to your environmental efforts throughout all of your

chains without additional effort, or costly audits and certifi-

platforms. Some best practices include using your microsite

cations." They accomplish this task by utilizing a dashboard

as an environmental landing page connecting to all of your

that can be integrated into a brand's digital platforms. The

digital arenas and expanding your brand's messaging and

dashboard allows a brand to differentiate by cutting through

plug into your target market's ethos. Although creating an

the noise to disrupt baseless sustainability claims.

engaging microsite can be time-consuming, your brand fans

Reformation is a fashion brand pioneering ethical prac-

will benefit from the experience and connect to your brand

tices. It keeps track of virtually every environmental indicator:

further. Taking the time to evaluate and design your brand's

water, carbon, waste and have made Reformation's opera-

environmental strategy can facilitate a position of thought

tions 100% neutral-minimizing where possible and offsetting

leadership.

the rest. Every product displays its unique footprint and

In essence, all of these strategies are enabling ecosys-

offsetting statistics. Reformation's traceability allows its con-

tems-creating a tribe of like-minded thought leaders

sumers to quantify how much waste ethical fashion products

pursuing a world with less waste. COVID-19 might have

create, setting a much-needed industry standard. Refor-

necessitated more physical distancing in our society but,

mation has invested in the future and has given consumers

as a society, we can redefine community in a digital world.

peace of mind by taking radical action to create a world

Focus on how your brand can better the planet, and strive

with less waste. As consumer sentiment is growing toward

towards those goals every day-your consumer will notice.

environmentally thoughtful ideologies, provide your audi-

Evolve your brand's message to meet the expectations of

ence with the satisfaction of knowing your brand's offering is

your audience and solidify your online presence to captive

transparent and ethical.

eco-conscious consumers. ◆

BXPMagAzine.com


http://bxpmagazine.com/

BXP - Vol 4 No 5 July 2020

Table of Contents for the Digital Edition of BXP - Vol 4 No 5 July 2020

BXP - Vol 4 No 5 July 2020
Editor’s Letter
The Scene
Insights Eco- and socially-minded marketing and design
CHIEF EXPERIENCE OFFICER SERIES: JENNIFER GIANNOTTI-GENES
Colors of the World
The 17th Annual Makeover Challenge
The Conversation
The Toolbox: Product focus on eco packaging
Index of Advertisers
BXP - Vol 4 No 5 July 2020 - Intro
BXP - Vol 4 No 5 July 2020 - CT1
BXP - Vol 4 No 5 July 2020 - CT2
BXP - Vol 4 No 5 July 2020 - BXP - Vol 4 No 5 July 2020
BXP - Vol 4 No 5 July 2020 - Cover2
BXP - Vol 4 No 5 July 2020 - 1
BXP - Vol 4 No 5 July 2020 - 2
BXP - Vol 4 No 5 July 2020 - 3
BXP - Vol 4 No 5 July 2020 - 4
BXP - Vol 4 No 5 July 2020 - 5
BXP - Vol 4 No 5 July 2020 - Editor’s Letter
BXP - Vol 4 No 5 July 2020 - 7
BXP - Vol 4 No 5 July 2020 - The Scene
BXP - Vol 4 No 5 July 2020 - Insights Eco- and socially-minded marketing and design
BXP - Vol 4 No 5 July 2020 - 10
BXP - Vol 4 No 5 July 2020 - 11
BXP - Vol 4 No 5 July 2020 - CHIEF EXPERIENCE OFFICER SERIES: JENNIFER GIANNOTTI-GENES
BXP - Vol 4 No 5 July 2020 - 13
BXP - Vol 4 No 5 July 2020 - 14
BXP - Vol 4 No 5 July 2020 - 15
BXP - Vol 4 No 5 July 2020 - Colors of the World
BXP - Vol 4 No 5 July 2020 - 17
BXP - Vol 4 No 5 July 2020 - 18
BXP - Vol 4 No 5 July 2020 - 19
BXP - Vol 4 No 5 July 2020 - 20
BXP - Vol 4 No 5 July 2020 - The 17th Annual Makeover Challenge
BXP - Vol 4 No 5 July 2020 - 22
BXP - Vol 4 No 5 July 2020 - 23
BXP - Vol 4 No 5 July 2020 - 24
BXP - Vol 4 No 5 July 2020 - 25
BXP - Vol 4 No 5 July 2020 - 26
BXP - Vol 4 No 5 July 2020 - 27
BXP - Vol 4 No 5 July 2020 - The Conversation
BXP - Vol 4 No 5 July 2020 - 29
BXP - Vol 4 No 5 July 2020 - 30
BXP - Vol 4 No 5 July 2020 - The Toolbox: Product focus on eco packaging
BXP - Vol 4 No 5 July 2020 - Index of Advertisers
BXP - Vol 4 No 5 July 2020 - Cover3
BXP - Vol 4 No 5 July 2020 - Cover4
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