How Businesses and Customers are Striving for Sustainability

Today, more than ever, sustainability is top of mind for businesses and customers alike. This surge in awareness can be contributed to the prevalence of data showing the effect that our lifestyles are having on the environment.

According to a report by The Sustainability Consortium, the products consumers buy and use are responsible for 60 percent of global greenhouse gas emissions, three-quarters of forced and child labor, and nearly two-thirds of tropical deforestation.

Adding to this challenge, customer demands and population increases are moving faster than businesses can keep up with.

The good news: There is an overwhelming response from businesses and customers who want to act as responsible stewards of the environment. A survey from Nielsen found that 66 percent of customers would pay more for a product or service if the company was committed to positive social and environmental change.

On the business side, a survey from Bain & Company found 81 percent of global companies said sustainability is more important to their business than five years ago.

The challenge: How can companies integrate sustainable practices into their business model while keeping pace with today’s consumers? Do restrictions like banning plastic straws lead to massive progress? Is carbon offsetting for delivery vehicles viable to neutralize the impact of the on-demand economy?

While there isn’t a clear-cut answer, let’s review some questions customers and businesses can ask to help align their values with actions.

Questions for Today’s Customer

Customers have nearly endless choices for purchasing goods or services. And, they are empowered with more information than ever before to make these choices.

However, buying preferences today generally trend towards more disposable and convenient options. Single use products (such as plastic water bottles) and clothing styles with a brief seasonal shelf life have become the norm causing an increase in overall consumption. Car manufacturers striving to keep pace with competitors release new vehicle models faster than ever before, creating a customer urgency to upgrade, even if the have a relatively new car.

What can sustainability-conscious customers consider when making purchasing decisions?  

1. Is it possible to purchase a reusable product instead of a disposable product?
2. Could I purchase a higher-quality item that will last longer instead of a cheaper version?
3. Can I borrow or rent a specialty item or tool that I may not need to own?
4. What purchasing choices can I make to have the highest impact?
5. How can I donate, reuse or recycle products I use?

Questions for Today’s Businesses

Businesses face more pressure than ever before to compete on price and value on a global scale. Bottom lines can precede sustainable practices in the race to stay in business, even for well-intentioned companies. Conversely, businesses focused on sustainability can become overwhelmed by changing operations or adding to the workload of employees by creating new reporting requirements.

What can sustainability-conscious businesses consider in their operations?

1. How can our business harness innovation and technology to improve processes?
2. What efficiencies can be leveraged in our facilities to reduce our consumption?
3. How can we measure and report on our sustainable initiatives?
4. Can we make changes to our marketing initiatives to tell our customers about our sustainable practices?
5. Do our employees, suppliers and business partners share our values?

For businesses and consumers alike, the way to get started is to dive in! Start with one small step and build upon that over time. Never be intimidated to get started! And, share your wins and challenges with your friends and co-workers to inspire and learn from each other. Together, we can make sustainability contagious.