With climate change an ever-increasing concern, sustainability is now a central pillar of business strategy for commercial and non-commercial brands alike.
Individuals now demand that the businesses they interact with are eco-friendly, ethically minded and prioritise their employee wellbeing. If this is done effectively, businesses can stay relevant in the highly competitive modern market, better engage their target audience, boost brand loyalty and become an employer of choice. At the same time, charities can share their mission, gain greater support and reduce their costs with many of these initiatives.
What's sustainability in business?
In a business context, 'sustainability' usually refers to various strategies and actions designed to improve sustainability that are analysed according to environmental, social and governance (ESG) metrics. As we've seen in recent Conference of the Parties (COP) events, getting all nations to agree to a common set of goals is extremely challenging. Businesses across the globe have a duty to set the agenda for sustainability and provide a roadmap for how they intend to address major issues such as climate change, the environment, poverty and inequality.
This includes but is not limited to:
• Investing in sustainable power sources, improving the efficiency of energy management and accepting accountability for carbon reduction.
• Incorporating reduce, reuse and recycle strategies into everyday operations.
• Examining supply chains to see if they're as fair, efficient and dynamic as possible.
• Developing infrastructure that reduces greenhouse gas emissions, protects natural resources and eliminates waste.
For businesses to remain sustainable, there needs to be continual improvement in all areas of the sustainability agenda as well as a focus on setting new goals.
What are the benefits of sustainability?
If organisations can rethink the way they operate and develop sustainability goals and strategies, they can create a greener future for us all while meeting the new UK government targets to reduce net carbon emissions by 78% by 2035.
However, that's not all. By focusing on sustainability, you're more likely to get your eco-conscious audience engaged with your brand values, encourage them to become loyal customers and achieve your revenue goals.
When your employees, volunteers or partners see you're taking steps to become a more sustainable business, they're more likely to engage with you and want to become part of your mission. This can include getting more active with recycling and waste-reduction schemes or volunteering for local charities. You'll also boost employee loyalty and potentially attract more employees who also care about sustainability and will support your ongoing plans.
Sustainability for commercial organisations
If you're a commercial organisation, you'll also notice that sharing your position on sustainability throughout your marketing materials can boost your revenue. When your brand values resonate with your customers, you'll receive increased enquiries and conversations, you'll boost customer trust and loyalty, and they'll be more likely to choose you in preference to your competitors.
Charity or non-profit organisations
As a charity or non-profit organisation, including if you're a school or government organisation, you'll also benefit when you adopt sustainability practices and share these with your target audience. The practices themselves will help you reduce your impact on the environment, slash operational costs and enhance your credibility, attracting more eco-conscious donors, partners and volunteers. This can also help you allocate your resources more effectively and attract supporters who value ethical, eco-friendly organisations.
Practical tips to become a sustainable brand
1. Adding sustainability to your mission statement
Review your organisation's mission statement and core values, and then consider whether these highlight your commitment to the environment. If not, add a section on your sustainability initiatives, whether this is sourcing sustainable materials, recycling, reducing waste, supporting your local community or saving energy.
2. Offering eco-friendly products and services
Start by reviewing what you offer and consider switching to ecofriendly, recycled or sustainable marketing materials, products and services to reduce your environmental impact.
3. Choosing sustainable suppliers
Whatever suppliers you choose, aim to find ones that are as ecofriendly and environmentally conscious as possible. Do they have ethical labour practices? Do they source materials responsibly? Are they committed to green production methods?
4. Focusing on eco-friendly operations
Are you using energy-efficient technologies? Minimising or recycling your waste? Reducing your water usage? Taking other steps to reduce your impact on the environment? If not, consider what you can change. By adopting these strategies (and sharing them in your marketing materials), you'll not only reduce your carbon emissions but also reduce your operational costs and boost your brand image.
5. Being transparent and getting certified
Make sure you're honest with your audience regarding your sustainability initiatives and achievements. Wherever possible, find organisations that can provide you with certification to prove you're doing everything you can, and then talk about it! By doing so, you'll increase trust and audience engagement.
6. Getting involved
Support local charities or environmental organisations via donations, volunteering or assistance, and you can have a positive effect on the planet and support those who are in need. Encourage your team members to get involved and highlight your commitment to the local community in your marketing.
7. Educating your customers and team members
Raise awareness of sustainability by talking about it in your marketing materials and internal communications. By providing this information, your audience will understand the importance of sustainability; be more likely to make informed, eco-conscious decisions; and see that your business shares its values.
8. Prioritising employee wellbeing
Sustainability isn't just about protecting the planet. It also includes creating a workplace culture that prioritises employee wellbeing, eliminates discrimination and values its team members. Do you offer adaptable and flexible working practices? What about family-friendly schedules or mental health support? Consider what changes you can implement to develop a positive employer brand.
Conclusion
For businesses, sustainability is about finding ways to reduce impact on the planet, attract more eco-conscious customers, reduce costs and improve employee retention while enhancing brand image.
Whether you're a commercial organisation, a charity or another non-profit organisation, when your target audience can see that you're prioritising sustainability, they're more likely to engage with you and be loyal to your brand, as well as advocating what you do! It's not just about being eco-friendly but also future-proofing your brand and having a positive impact on the world.
Here at Ruddocks, we can help you integrate sustainability into your brand. From developing a mission statement to creating sustainable marketing materials, we work with you to build an eco-friendly future that also enhances your brand image.
Get in touch with us today to find out how we can support you along your sustainable journey!