CEO of Total Nutrition Technology, Lourdes McAgy is an industry leader in consumer goods for both multi-million corps & small businesses.
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Sustainability might have seemed like a passing fad at first, but today, I believe it’s a must-have for any business. In fact, 78% of consumers believe sustainability is important, according to a report by Nielsen. And, almost half of respondents to a PWC survey said they often or always recommend a brand with good environmental practices.
Many businesses might avoid investing in sustainability because they feel it doesn’t add value to their bottom line. But in my years as a consumer packaged goods business owner, I’ve learned that going green can be a great way to preserve customer trust and keep your business in the black. Adopting a more sustainable approach to business can help with costs, differentiate you from competitors and make the world a better place. It’s a true win-win-win.
Sustainability doesn’t have to be expensive, time-consuming or difficult. In my experience, a few minor, common-sense adjustments can improve multiple aspects of your business. Whether you’re new to sustainability or looking for ways to embrace it across your enterprise, follow these five approaches to begin building a more sustainable brand.
1. Sustainable Packaging
Plastic waste and pollution is a global crisis. Single-use plastics and non-recyclable materials found in most packaging contribute to landfills and a high carbon footprint. Shifting from traditional, plastic-laden packaging to sustainable alternatives isn’t just an environmental statement but also a strategic business move.
Sustainable packaging uses environmentally friendly, renewable and low-waste alternatives to traditional plastic. Opting for sustainable materials is a good start, but it’s better to rethink the entire lifecycle of your packaging. You can consider working with a packaging designer to take a more sustainable approach to packaging. I suggest these tips to help make the switch:
• Assess your current packaging to see how you can reduce material use or switch to recyclable or biodegradable options.
• Explore innovative alternatives, such as mushroom- or seaweed-based packaging or recycled paper.
• Think about the packaging’s lifecycle. Go for packaging that’s easy to recycle, compost or reuse.
2. Eco-Friendly Branding
Committing to sustainability isn’t something you should do quietly. Consumers want to support sustainable companies, so shout about it. Eco-friendly branding unites your sustainable practices with consumers’ perception of you as a green company, so rethink how you present yourself to shoppers.
You don’t have to change your color palette to green, white and brown, either. Eco-friendly branding can include:
• Adding eco-labels and certifications that your company is qualified for, such as Fair Trade, to your products and website.
• Designing products with the environment in mind. For example, opt for reusable products instead of disposable ones.
• Asking employees to advocate for your sustainability initiatives.
• Highlighting sustainability in your marketing campaigns.
3. Top-Down Sustainability Initiatives
Many CEOs give lip service to the idea of sustainability, but not all of them actually support it. Consumers are leery of greenwashing, so CEOs need to genuinely and enthusiastically support environmental efforts so customers take them seriously.
To reap the benefits of sustainability, CEOs have to walk the walk. That means supporting sustainability goals with both time and funding. As a leader, it’s also your duty to engage stakeholders, from managers to employees, to build a culture that values sustainability. My company, for instance, works with third-party certifying bodies to help with this initiative. It is easy to get lost in what we should be doing regarding sustainability. Our certifications help us stay aligned with the trends and demands of consumers and our industry.
4. Green Business Operations
Your products and brand might look green, but what’s happening under the hood? As CEOs, it’s our job to run an ethical business that’s a good steward of our resources. In practice, that means embracing green business operations whenever possible. Fortunately, I've found there are easy changes you can make. A few steps you can take to "go green" include:
• Switching to low-water toilets and water fixtures at the office;
• Opting for LED lightbulbs;
• Introducing recycling programs to the office;
• Encouraging everyone to go paperless;
• Allowing work-from-home days to reduce carbon footprints;
• Installing solar panels.
5. Sustainability Metrics And Reporting
Consumers want to support sustainable brands, but greenwashing has made them increasingly jaded. I believe the best way to rebuild that trust is with transparency. If you're trying to become more sustainable, it’s crucial to measure how successful you actually are. After all, you put in a lot of hard work; don’t you want to know if it's worked out?
Consider leveraging eco-tracking tools to monitor your company’s plastic waste, water usage and carbon footprint. Ideally, you want to see a reduction all around, but you’ll never know how you’re doing if you don’t track your progress. Plus, progress tracking boosts customer confidence and shows you take sustainability seriously.
Who says businesses have to choose between profits and the environment? You are running a business to make a profit. But, you can strike a balance between economic success and environmental responsibility by embracing sustainability at every level of your company. Change is daunting at first, but maybe it doesn’t have to feel like a change but more so an added step to take. I believe that if we as leaders can operate our businesses while considering these sustainability trends, then we are on the right track.
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