How are you telling your sustainability story?
It’s impossible to talk about sustainability without addressing the elephant in the room: sustainability is not just about the environment. In reality, Mother Earth is just one of three core elements of sustainability. So, in addition to considering things like a company’s carbon footprint, it’s imperative to consider where you stand from an economic and social standpoint.
Where do you stand?
You likely have established core values and a purpose, and there’s a good chance one or both touches on helping the planet or being welcoming to all people. But has your team really taken the time to identify what matters most– to your company’s future and your audiences?
Let’s take a look at a few reasons why and how business leaders can approach sustainability in a way that speaks to key stakeholders, partners, employees, and consumers. When you fully understand what sustainability is and how it can impact your brand, you can begin making a clear and meaningful shift within your organization.
How do investors see things?
Investors, regardless of industry, are becoming more in tune with consumers’ expectations. They understand the urgency to address climate change, world poverty, and enormous challenges in the economic landscape. Companies with clearly defined plans and goals to support those plans are more likely to appeal to investors, especially as global challenges increase awareness and urgency.
From a branding standpoint, we continue to see an increase in demand for marketing materials that demonstrate a company’s commitment to sustainability. However, without a strategy behind these initiatives, brands run the risk of expressing half-truths or being too vague. An annual sustainability report should only be produced if a leader has a clearly outlined plan, supported by actionable goals and real proof of progress. Anything less can cause uncertainty in the minds of investors.
What do consumers expect?
A survey by Nielsen states that Millennials are nearly twice as likely as Baby Boomers to change their habits to reduce economic impact. This matters because millennials are currently the largest population of consumers. And up-and-coming Gen Z is proving to care even more about a company’s commitment to the environment and other world matters.
The rise in a consumer’s desire to buy from companies whose values align with their own means that companies can no longer use sales or clever campaigns alone to win over audiences. Instead, companies need to express and prove their more vulnerable side by putting humanity and the planet above sales. When a brand lives its purpose and values so that consumers can see and experience it through your media presence, philanthropic events, and website, it all helps build positive brand perception.
What is important to your people?
It’s possible there’s never been a more important time for companies to focus on their people above all else. Just as consumers care about buying from companies that demonstrate care and compassion, employees now choose where to work based on purpose and values, which almost always includes sustainability.
Evaluating your purpose and values, clarifying company culture, and creating opportunities to engage staff will help shape the direction of the organization. When people are working for a company they believe in, they are more likely to stay and say positive things to their friends, neighbors, and strangers on social media.
Leaders must audit their brand and culture to maintain a connection with customers and what’s important to people today.
How are you telling your Sustainability story? For a more in-depth look at how you can integrate sustainability into your brand, download our white paper, Weaving Sustainability into your brand (and business).
