Many companies are realizing that consumers care about sustainability these days. But as much as people want to feel good about their purchases and be “eco-friendly” they need to be able to justify a price premium before they buy a sustainable product.

I have always found that the most effective marketing campaigns are able to tell a story to the consumer. For companies trying to market their products as sustainable this can often come across as a negative story about the harm that is being done to the environment. As much as this may be true it’s not what I want to see or hear and it’s not what draws consumers to an advertisement.

By putting a positive spin on a story companies are able to show consumers exactly how their actions can positively impact the world around them. This empowers customers which totally justifies paying a little more for environmentally friend or recycled products.

Will.i.am and Coca Cola partnered up recently to create EKOCYCLE, a brand initiative that partners up with other companies to create products out of recycled materials and promote this as a feature of the product to consumers. The ad below and the concept itself empower customers and makes you feel good about purchasing these products. Who ever thought people would be willing to pay more for their headphones because they’re made of garbage?