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Climate change and sustainability are immensely topical for consumers. Many online stores target their customers with offers, discounts and niche products. Eco-shopping websites are no different. While there is nothing wrong with attracting shoppers with price–savvy tactics, appealing to their deeper need and offering a benefit or solution that appeals to that need, is a far more effective copywriting technique.

In a world of increased online shopping and climate catastrophe, people want to feel like their actions and choices have an impact. Eco-conscious shoppers want to feel informed and that where they shop and what they purchase is a choice for a better, greener planet. Rather than inundate customers with information, my copywriting approach was to match appealing, lifestyle-ambitious imagery with aspirational messaging that blended familiar wording with the choices available to them to be more sustainable. By shopping with Small Green Changes, they would not simply be consumers but would be actively participating in a collective movement towards a more sustainable planet.