Sustainability – a necessity, not a buzzword
Sustainability. It’s a word we hear so often these days. Perhaps overused, and sometimes misused, in the battle for brands to be seen as clean and green. But it is so much more than just a buzzword.
For us at The Good Crowd, sustainability is a necessity. For every good brand committed to doing good business, it should be a non-negotiable when developing a brand and business growth strategy. And it can’t be a bolt on to an existing commercial plan, sustainability needs to run through everything you do.
Maybe you’re reading this thinking ‘I know I should be doing this, but where do I even start?’ We know it can feel overwhelming. That’s why we wanted to share some advice, based on our decades of experience in the worlds of marketing and sustainability…
First steps to sustainability
…Over the last three years, we’ve developed a process that we work through with clients to ensure sustainability is fully integrated into growth initiatives and brand plans.
We do this by starting with the basics – your people and your mission. Making sure everyone is on board with what you are doing is essential. We work with your wider team to bring to life exactly what ‘sustainability’ means to your mission, vision and values. Once your people understand the why and the how, it’s far easier to embed sustainability principles into the day-to-day running of your business.
Then we’ll ask you to look, with an honest and self-critical eye, at what you are currently doing. Together, we’ll explore in detail at what you’re good at and where you can improve. This insight makes it far easier to develop a future focused sustainability strategy. One that sets clear priorities and goals, with specific key performance indicators (KPIs), so everyone knows what good looks like and is held accountable for improvements. The B Corp framework offers a thorough and efficient way of doing this. The impact assessment is a free tool that it is well worth taking a look at. Even if you decide not to go on and certify as a B Corp, it’s a valuable asset.
The next step is to create a comms strategy that allows you to tell your audience about your current impact and sets out where you want to be in the future, creating a common language you can use to communicate both internally and externally. We always encourage clients to start communicating their sustainability plans sooner rather than later. By acknowledging that there is more work to be done, and articulating the plans you have put in place to do better, your brand will feel more human, authentic and credible.
Better for people, planet and your bottom line
For those who may need a little more convincing, remember sustainability is also good for the bottom line. A genuine commitment to sustainable business can help your brand to attract more and different consumers. And therefore, to gain and retain competitive advantage in busy food and drink categories.
Research shows an increase in the number of consumers looking for brands that share their values. With the emerging Gen Z-ers leading the charge, many consumers want to reduce their personal impact on the planet and will opt for brands that help them to achieve this. But beware, it does have to be a genuine commitment. Savvy consumers can spot ‘greenwashing’ from a mile off.
Adopting a sustainable approach to business, can also save you money. Contrary to the misconception that sustainability is an expensive add-on, implementing sustainable practices can lead to cost savings. Energy efficiency measures, waste reduction and sustainable sourcing can all contribute to lower operational costs.
If you’d like to find out more about how The Good Crowd can help your business to become more sustainable, get in touch, we’d love to hear from you.