Brand Tone

Passionate & Sincere, Educational & Helpful, Approachable & Friendly, Community-Oriented, Empowering & Positive

Brand Values

• •Sustainability
• •Zero Waste/Waste Reduction
• •Conscious Consumerism
• •Accessibility & Convenience
• •Education
• •Community & Collaboration
• •Transparency
• •People over Profit
• •Ethical Sourcing

Best Practices

• •Stay True to Your "Why": Always circle back to the core mission and values. Let the passion for sustainability and helping others shine through authentically in every piece of communication.
• •Be Inclusive and Encouraging: Use language that welcomes everyone, no matter where they are on their sustainability journey. Avoid jargon or an elitist tone; aim to educate and empower, not intimidate.
• •Focus on Solutions and Positive Impact: While acknowledging environmental challenges, frame your messaging around the positive actions and solutions your brand offers. Highlight the benefits for the customer and the planet.
• •Maintain a Helpful, Educational Voice: Provide genuine value by sharing tips, explaining product benefits clearly (ingredients, end-of-life), and making the "how-to" of sustainable living accessible.
• •Foster Community and Connection: Use a conversational and friendly tone. Engage with your audience, share stories (both yours and your customers'), and highlight collaborations to build a sense of shared purpose.

Social Perception

Highly Respected & Trusted, Helpful & Knowledgeable Resource, A "Go-To" for Eco-Friendly Products, Community-Focused, Inspiring & Welcoming

Copy Examples

• •Headline: Small Swaps, Big Impact. Your Journey to a Greener Home Starts Here. Body: Feeling overwhelmed by "going green"? We get it. At The Unwaste Shop, we've handpicked beautiful, effective, and truly sustainable goodies to make your eco-journey simple and joyful. From package-free soaps to refillable cleaners, let's unwaste together! #SustainableLiving #ZeroWasteHome #ChicagoSmallBiz
• •Headline: Refill, Rejoice, Repeat! ✨ Body: Tired of endless plastic bottles? Bring your own containers (or grab one of ours!) and fill up on your favorite home and body essentials. We're passionate about making a circular economy the new normal, one refill at a time. It's good for you, and great for our planet! Visit our Chicago refill station today! #RefillRevolution #PlasticFree #TheUnwasteShop
• •Headline: We Did the Eco-Homework, So You Don't Have To. Body: Finding genuinely sustainable products with clean ingredients and ethical practices can be a full-time job! That's why we personally test and approve every item in our shop. We partner with amazing local and B-Corp brands so you can shop with confidence, knowing you're making a difference. #ConsciousConsumer #EthicallySourced #ShopSustainable
• •Headline: Join Our Unwasting Community! Body: Living sustainably is a journey, not a destination, and it's better together! Follow us for easy tips, new product alerts, and a peek into how we're working with our Chicago neighbors to create a healthier planet. Every small change adds up! #UnwasteTogether #EcoCommunity #ChicagoSustainability
• •Headline: People & Planet, Always. 💚 Body: Our mission is simple: to provide sustainable alternatives that lessen our collective environmental impact. We believe in putting people and the planet over profit, supporting brands that share our values, and empowering you to make choices that feel good and do good. Thanks for being part of the change! #ValuesDriven #SustainableFuture #TheUnwasteWay