The environment is front page news on the daily, with consumers increasingly pushing for companies to provide sustainable products and services.
But being a social media supporter of planet-friendly initiatives is easy, but going fully sustainable is an entirely different thing.
Look, it’s not going to be smooth sailing. Nor is it always the cheapest option, either.
But sustainability will set your business apart, whether you’re based in Manchester or Buenos Aires, and there are convincing reasons why the time to go green is now – and not just because it’s the right thing to do.
Follow in the footsteps of big and small business
Perhaps the most compelling reason to go sustainable is businesses do it, both big and small.
Leading companies have heard the clamour from the people.
They know that having sustainable business practices is an essential part of growth, with consumers increasingly asking, nay, demanding, that companies invest in sustainability.
To give you a bit of a push towards doing the same, just take a gander at examples from different industries:
Cress
We’ll start with the Manchester-based example of Cress, where parents can buy and sell preloved clothing and other items for their children at affordable prices.
It’s a community-based initiative, and responds to consumers who wish to shop more sustainably. With companies like Temu and Shein driving fast fashion waste, companies like Cress are a welcome antidote.
Ecover
You have perhaps seen this brand at your local Tesco, a green alternative to your usual cleaning products.
The company focuses on filling a real need in the market of products that are 100% from renewables, with nothing nasty for the environment.
Oh, and the stuff actually cleans and smells lovely, too.
That’s what many consumers tend to be worried about when it comes to eco-friendly products, and it’s true that early iterations were noticeably worse in the olfactory department, but that’s no longer the case.
SkyCity
This New Zealand-based online operator puts its focus on local initiatives, working with charities to make a tangible difference in the country.
Instead of blanket donations to large organisations based abroad, SkyCity works with Leukemia & Blood Cancer New Zealand, Sustainable Coastlines, and the Million Metres Streams Project to help drive sustainable goals.
More companies should adopt SkyCity’s approach.
Going local means you’re truly involved with projects, not just paying lip service to sustainability.
It has more of an impact, it’s real.
Patagonia
Outdoor apparel has gone from niche products for hiking and camping enthusiasts, to generalist wear you’ll see all over your local high street.
That’s led to outdoor going the way of fast fashion, which is terrible for the environment.
Patagonia has resisted that call, however, and is fully committed to sustainable business practices.
Clothes are made to go the distance and if they don’t, you can send them back for repair.
DeakinBio
Founded in 2021 in Manchester, this company uses bio-based materials to create special ceramic tiles, avoiding the need for high-temperature firing and other energy-sapping processes.
Compared to your run-of-the-mill tile, DeakinBio’s products reduce the overall carbon footprint by a staggering 94%, using 95% recycled material to achieve it.
Beyond Meat
Many people have tried a Beyond Meat burger and ask themselves what the big deal is.
It’s just a burger, right? Until they find out it’s not actually real meat, and then the jaws drop.
Beyond Meat is the closest thing you’re going to get to the taste of the real thing, but without harming the environment.
Meat production is one of the major drivers of greenhouse gas emissions, and Beyond Meat’s goal is to eliminate that almost completely.
Going sustainable makes for adaptive businesses
In order to be a climate-friendly business, you need to think a little outside the box we’ve heard so much about.
It means you have to reduce waste, think of solutions to create more efficient business practices, and maximize value from top to bottom.
Ultimately, this results in a more adaptive company.
Businesses that adopt sustainable practices tend to do better than those that do not on the stock market, they provide higher returns to investors, and tend to stick around for longer, too.
Consumer wants, consumer gets
Ultimately, business is about providing the best supply option to existing demand. In other words, you need to give customers what they want.
In 2024, that’s a sustainable business model that is transparent and real.
Yes, the economic outlook is currently a little bleak in a high proportion of major economies, but consumers are still making ethical choices.
Spending habits still veer towards products that are made sustainably, by companies that have a transparent strategy for doing right by the environment.
Companies that simply send out an Instagram post every once in a while and don’t do anything else, consumers will spot that a mile away.
To really stand out, companies need to take an active role with intentionality.
Finally: It’s the right thing to Do
In the introduction, we said we wouldn’t go straight for the moral argument, but we’re going to end with it.
Going sustainable isn’t just good for business and long-term growth, it’s also the ethically correct choice.
Climate change is not just a trending topic but a real dilemma for the modern world.
It makes sense to make small tweaks to how you do business to ensure you’re doing your bit for the environment.
Plus, as we’ve mentioned ad nauseum, sustainable business equals good business.
Picture credit: Free to use from Unsplash
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