Perceptions of green brands remain overwhelmingly positive. Industry leaders investing resources in making sustainability part of their value proposition are doing so for good reasons. And they’re doing it quickly with Lune.

Why bother with sustainable brand positioning?

Sustainable brand positioning for B2B companies increases loyalty. Research shows this positioning increases customer commitment, enhances willingness to pay a premium, and reduces switching intention.

These brands are building emotional loyalty. Sustainability resonates with our values and beliefs, signals a commitment to transparency that builds trust and authenticity, and triggers an emotional response. Customers with strong emotional connections to brands have a 306% higher lifetime value.

Acquiring new customers to replace lost customers is just plain expensive. Loyalty pays. Therefore, for highly competitive industries, like logistics and expense management, retaining and growing loyal customers while avoiding churn is gold.

Building emotional connections as a B2B SaaS platform is hard

As a fellow marketer in a B2B SaaS company, I know building emotional connections is bloody difficult. It’s innately impossible. Software platforms physically don’t exist. Instead, we are told they live in “The Cloud”.

Do I have strong feelings about customer relationship management systems (CRMs)? No. Do I have strong feelings about expense management platforms? No. Would I have strong feelings about transport management systems (TMS) if I used one? Probably not.

However, I am rather attached to Salesforce (CRM), Payhawk (expense management), and JAS Worldwide (Transport Management System). What do they all have in common? All industry leaders, all strong brands. Salesforce created mascots to humanise its platform, Payhawk offers green features, and JAS Worldwide tells incredible stories.

Case study: 200+ Payhawk clients adopt new emission reporting feature in 6 months

Strong branding is essential — especially in competitive markets like spend management or logistics.

How to grow loyal customers by adding green features – fast

Transactional loyalty is bought; emotional loyalty is earned. And anything that’s earned usually takes time. But it’s so worth the investment.

Sustainability bridges the emotional gap inherent to software platforms. This is why I

industry leaders are using Lune to grow customer loyalty by embedding green features into their offering — fast.

For example, Forto partnered with Lune to enrich shipment data with emissions data. They can now empower customers to manage these emissions using co-branded emission analytics pages. Supercharging value, these analytics pages were pre-built by Lune and are automatically populated with emissions data in real-time. It’s a seamless part of their customer experience.

This means Forto can grow its sustainable brand positioning without having to invest the time and resources to build these pages from scratch.

The green momentum is only growing. To learn how you could grow brand equity by quickly embedding green features into your platform, request a demo today.