Telling Your Green Story With Heart: For Entrepreneurs
Author: Laura Dunkley - Fractional CMO, Acorn Studio Marketing
As a solopreneur or service-based entrepreneur, sometimes it feels that sustainability storytelling is only for big companies with supply chains and product packaging. However, you can make a difference, and the impact — and how you talk about it — matters just as much.
For example, maybe you work from home and minimize your carbon footprint, support local makers or prioritize digital over printed materials, or donate your time, resources, or profits to environmental causes.
Whatever "green" looks like in your business, there's a story worth telling.
For Planet-friendly Entrepreneurs, here is a Guide to Write your Sustainability Story with Heart.
This guide will help you identify and share your sustainability story naturally, honestly, and meaningfully—even if you're just one person or a small team.
👉 Scroll to the bottom for your FREE Worksheet [Download]
Step 1: Define Your Why
Start with what motivates you to care about sustainability.
Did a personal experience shape your values?
Are you trying to reduce your footprint at home and in business?
Do you want to set an example in your industry?
Why it matters: People connect with you, not just what you do. Leading with your values builds trust and relatability.
Step 2: Identify What You're Already Doing
You might be doing more than you realize. Some common examples for service-based businesses:
Running a digital or paperless business
Using green hosting or cloud storage (like GreenGeeks or Cloudflare)
If you are using a site-builder, such as Squarespace, review their sustainability reports. e.g. Squarespace's 2024 Sustainability Report
Supporting local or values-aligned organizations
Offering remote services to reduce travel
Offsetting emissions from flights or events
Volunteering or giving back to environmental organizations
Use energy-efficient choices at your office (whether in your home or leased space), such as renewable energy providers, LED lights, and power-saving devices.
👉 Don't worry if your impact feels "small." Authenticity matters more than scale.
Step 3: Back It Up with Proof
Even solopreneurs can add transparency:
Show receipts: Share how often you donate or volunteer
Mention specific tools or platforms you use (like Zoom vs. flying)
Talk about how you made a sustainable switch (and why)
Example:
"After realizing the carbon footprint of my business travel, I committed to hosting all workshops virtually. It's reduced my impact and made my services more accessible."
Step 4: Connect the Dots to Your Clients
How does your commitment to sustainability benefit your clients?
They're working with someone who aligns with their values
You're helping them reduce their environmental impact (e.g. virtual coaching, less waste, digital handouts)
You're contributing to something more significant with every service you deliver
Step 5: Tell the Story
Your green story can be woven into:
Your "About" page
Your social media bio or highlights
Your welcome email or onboarding process
A pinned blog post or LinkedIn article
A short section in your proposals or sales pages
Message builder prompt:
"I believe in building a business that's kind to people and the planet. That's why I [your action]. It's one small way I bring my values into my work."
Step 6: Share with Intention
You don't need a big PR launch — just a few intentional actions:
Post a short "Why I care about sustainability" message on Instagram or LinkedIn
Add a "Sustainability" tab to your website (even a simple paragraph)
Highlight it in your email footer or welcome sequence
Start a conversation with clients about how they can join your efforts
👉Progress is better than perfection.
Your green story doesn't need to be flashy or perfect. It just needs to be real. When you tell it with heart, you build connection, trust, and a caring community.
Step 7: Use the "Tell Your Green Story" Worksheet
To make it easier, we've created a companion worksheet that walks you through:
Your WHY
The sustainable choices you've made
How to craft a simple, shareable message
A marketing checklist to help you bring the story to life across your channels
Continue to stay up-to-date on sustainability best-practices. Resources included in the worksheet.
