Many people talk about the 1,2,3 steps to being more “sustainable”, and the fact is that — as in nature — there’s no ONE way to get to the desired result.
Companies are turning “green” for different reasons, and one of them is, of course, profit.
Coming from a non-for-profit environmental world, I didn’t understand what it is that makes it so hard for people to see where are the opportunities and spots in their business to turn to a balanced alternative with nature. As it turns out, I was underestimating the power of those around me and how they shaped the way I saw the world and interacted with it. Let me give you a little bit of context.
Living in Havana and working as a sustainability copywriter, I had the most fantastic time meeting innovative people and their out-of-the-box projects because Cuba is a melting pot for “alternative solutions” for everything, from farming to art to everyday life situations. Then, I moved to the US.
Surrounded by more businesses than NGOs in the new life chapter, I decided to connect with the reality of entrepreneurs and the challenges they face every day, including the one of having to constantly shape their business for “growth” (whatever that means for everybody).
That’s where I started to think that being green in the United States was sometimes more about talking than about doing. And that’s when I knew there was so much room to grow and lessons to share and learn from other areas.
Are you also wondering why is it that European businesses have a more earth&people-friendly approach in their business, and yet in the US businesses are achieving higher profits from those concepts?
Green Business & Marketing 101
US is the place for labels and certifications (I bet they’re still selling label-makers around here somewhere). That could be somewhat discouraging or complex for businesses since getting into the environmentally friendly world might seem so broad you could get lost in it. From B corps to production, manufacturing, testing, and other certifications, it might seem like a lot to decide to start making the transition and selling the concept.
I’m not going to share how to make your business more environmentally friendly and increase your profits by doing so. Still, I will highlight here some pillars for both business transformations and communication approaches in that matter.
- Production
- Packaging and distribution
- Energy and use of natural resources
- Resources and waste management
- Trade (fair)
- Selection and Use of materials
- Suppliers
- Certifications, Communication, Marketing, and Networking
It has become widespread knowledge that people are tending to focus on goods made from organic ingredients, from a brand that users can relate to because of its social and environmental values, also focusing on portraying that value alignment through their marketing and advertising, by associating with causes and responsible organizations.
Let’s review some reasons why corporations are starting to rapidly adopt a new approach:
1. Because it saves money.
Business owners have proven that being green can save their company some serious money.
- The hanging towel strategy to save water in Hotels saves money and time in the industry (around 25% on energy costs, according to Bloomberg)
- Recycled, Upcycled, and Resold clothes are not only about extending the life of garments but also about selling them again and having an extra profit, with resources that sometimes are given back from customers to brands for ‘free’
- Switching to renewable energy sources has been a major strategy for big corporations, and guess what? In many places, renewables are already being cheaper than fossil fuels, and companies expect to reduce utility bills by more than 10%.
2. Because of financial incentives.
This subject translates differently in every country. Polities and Politics play an essential part, but just consider this: Climate change made it for the first time to the top important issues of the presidential elections, next to historically controversial topics like migration, health care, and economy. If that doesn’t ring a bell, nothing will.
Business deductions, tax credits for energy transition, subsidies, and other government incentives are expected to continue to grow in the upcoming years.
3. Because they can market products and align their values with a broader audience
If companies don’t respond to Millenials and Gen Z, which are the ones who are and who will sustain many businesses soon, they will be losing a significant audience opportunity. For many young people, brands are like acquaintances and friends. They have to feel personally connected and represented.
Is your brand personality attractive? Would you go on a date with it?
There is room for adaptive and for disruptive approaches that will retain the young and upcoming generation in every industry.
According to Forbes, “a recent study found that more than 50% of Gen Z shoppers (the generation following millennials) are willing to pay more for a sustainable product. With one of the youngest generations showing a marked interest in protecting the planet and its resources, a true focus on sustainability can help your business emerge as a leader now and in the years to come”.
The appealing of green companies to clients has been continually growing. This approach also serves as a new selling point and price strategy for businesses that let them reinvent themselves while feeling great about it, because let’s be honest, nobody want’s to be the bad guy in the room.
Regardless of the type of business you are in, there is always room to switch to sustainable, with practices that will be cost-effective smart, and responsible.
The way you market it and the certifications that legitimize your behavior will play an important role. As we mentioned before, there is no one path to sustainability, nor one completely sustainable business. That is why learning about labels has become more complex, depending on the industry you are in.
New initiatives keep growing exponentially, from vegan silk lashes, cruelty-free beauty products, and fair trade garments, to net-zero emission distribution of products and services. And don’t get me wrong; that’s not a bad thing. It only means that the way of being responsible to yourself, to nature, and people around you is every day more diverse.
Where’s the catch?
Greenwashing. As much as different ways of working towards sustainability have emerged, a wave of fake green products and services are trying to profit from this idea. And that’s where transparency plays a significant part for those considering transitioning to a green approach or marketing a new eco-friendly product line.
New standards and metrics to regulate this issue will play an important role. The European Union has a more advanced, more respectful, and measurable approach than many other places. Through the EU taxonomy rulebook, they are defining what will be a genuinely sustainable activity. But overall, it will be the change of paradigm, the responsibility that leaders put in their businesses, and the power of consumers, that will make a true transformation for the world in the long term and in the way of making business.
Either by considering transitioning to a circular economy, by moving to greener energy sources, or by choosing more consciously your ethical relations with factory workers, suppliers, customers, etc, there is a lot to think about and change for.
The one thing I will leave you with is not the romantic doing good to feel good — although no one is going to judge any reason you have-.
The bottom line here is that transitioning to sustainability practices & marketing them the right way, is not only worth it: it pays off.
Gaby Pais
Originally Published on Lash Inc Italia Magazine #7
About Me:
Experienced Copywriter & Digital Marketer with a specialization in social and environmental challenges in Cuba and the USA, always encouraging brands to grow their corporate responsibility approach in a way that is beneficial for the company, the people & the environment. Climate Reality leader & mentor, Environmental activist, and voice of Latin American Sustainable Fashion Movement Universo MOLA, with expertise in finding unconventional communication channels and providing marketing solutions to drive complex sustainable development challenges through an inclusive approach.
gabypaiscopy.com
