When we started in August 2019, we were just an Instagram blog on sustainability. My cousin helped me with social media, but I had to take up the mantle alone once she was selected for a full-time job. For one year, I posted about my experiences, gathering a steady number of followers—about 300.
Gradually, I noticed that people looking out for sustainable businesses could only find them easily if they were listed on popular E-commerce sites. So, I launched a web directory and WhatsApp business network, which provided visibility and solved supply chain problems, albeit on a small scale.
But I hadn’t found my ultimate calling yet.
Then came ecoHQ in November 2020. I reached out to over 500 brands, but only 100 signed up. Over time, I spoke with sustainability professionals, students, UN employees, and others in the industry to understand the challenges.
I discovered extensive greenwashing, limited Government action, and a need for general awareness among consumers. It wasn’t just them; some entrepreneurs needed in-depth knowledge of sustainability. These findings posed a challenge in developing a sound business model to fight greenwashing and unethical practices.
Most conscious businesses didn’t have the resources or expertise to market themselves. They marketed themselves mainly through SEO, hard-selling and influencing customers to purchase out of guilt.
It’s understandable they would resort to such practices, given that big brands have millions to invest in marketing and small businesses need to survive. However, consumers are essential stakeholders and adopting truly sustainable practices benefits everyone.
Having talked to several such business owners in this space, I realised they needed more earned media and advocacy to support their efforts.
I wanted to advocate for brands through their content. I wanted to direct the founders to market and advertise their initiatives ethically and responsibly, motivating customers to buy more of their products and solutions. After much deliberation and discussions with crucial stakeholders, I decided to swap the web directory with niche content services to offer to ethical startups.
I renewed my focus on bringing information sought through various perspectives and in-depth research. Thus, ecoHQ gradually transformed from just a directory to an enabler—gathering information from multiple perspectives, educating consumers, and providing a platform for brands to share their expertise. ecoHQ doubled up as a content publishing platform for ethical brands to gain visibility apart from extending content development solutions.
Brands in the sustainability sector are now more likely to work with niche creators and consultants who understand the intricacies of social and green marketing. Commercial creative solutions aren’t tuned to develop relevant content for sustainability, and they’re not affordable for bootstrapped small businesses or non-profits.
Ethical businesses should pay consultants fairly and per the UN SDGs. ecoHQ was one of the first conscious creative consultants explicitly developed for this sector, focusing on building sustainable brands.
Cut to 2024, and ecoHQ extends strategic consultation for startups in climate, sustainability, impact initiatives, business planning and expansion, thought leadership, sector-specific marketing, corporate gifting, industry partnerships, advocacy and communications.
A bit about how my previous work led me to establishing ecoHQ:
At heart, I’m a sustainability enthusiast. However, my professional path took me through various routes.
Academically, I have a Bachelor in Psychology and a Master in Social Work, plus a Master in Applied Psychology.
After that, I was active professionally in the social and environmental advocacy sector until 2013, when I moved on to human resources and content marketing. However, even as I worked with other organisations, I somehow found my way to spearhead activities for environment-based CSR. I volunteered for disaster and crisis management task force teams between 2014 and 2020. While doing this, I also extended my (pro bono) services to NGOs. All of my experiences collectively seeded the idea of ecoHQ, which became a reality in 2020.
The most important lesson I’ve learned through the ecoHQ journey has been to be agile and open to change. Working creatively and not giving up on our principles can do a lot.
Sometimes, situations challenged me to the point of self-doubt. The norms teach us to move in specific ways. However, I found unique strategies to solve these problems.
Confusion coupled with constant introspection and curiosity is a magical mix.
Networking was also a significant stepping stone. By having meaningful discussions, ideas can strike you anytime. You don’t have to contemplate issues alone; others can help you wade through successfully.
Starting your own business isn’t a cakewalk. It takes mental preparation, a willingness to sacrifice comforts, and courage to face hardships. It could reach dizzying heights and, at other times, pull you down several pegs. But the joy of working through it all and making a difference will keep you going.
In 2025, I would like to feature more ethical brands and conscious initiatives on ecoHQ’s platform—and partner with organisations to offer my consultation to more startups in the Climate, Sustainability and Impact sectors.
Credits
The article is written by Deepa Sai, the founder of ecoHQ.