Jen Root is the director of The Root Effect, a strategy development agency specializing in sustainability strategy and brand marketing.
Sustainability has become more common in day-to-day business practices, and in recent years, many companies have turned to green practices.
My observation is that most of this change is climate-driven, which is good news, because combined land and sea temperatures have risen an average of 0.14 degrees F per decade since 1880 and more than doubled. since 1981. For National Oceanic and Atmospheric Administration global 2021 climate reports.
I believe the 1989 Exxon Valdez oil spill was a wake-up call because laws were passed in 1990 to reduce the likelihood of such a spill. Residents' concern for the environment also began to emerge in the 1960s, 70s and 80s as recycling programs became more widespread and commonplace. The transition to sustainability in business is on its way. In the 1990s, the US Green Building Council introduced the LEED, or Leadership in Energy and Environmental Design, certification standard. LEED is a green building certification program that has become a standard for sustainable building practices.
There are a number of companies today that are tackling big problems and "doing sustainability right". They approach the market from all angles and think about the negative impact of current industry issues and go deeper to create positive impacts up and down the supply chain.
Business has an opportunity to make a difference. It's good that companies do the same. Choosing a sustainable supplier or manufacturer will connect your customers more closely, according to a 2021 study by Simon-Kucher & Partners, as sustainability is a very important criterion for 61% of US consumers. The market is at a critical juncture and it will be interesting to see who is on the green side of the story.
New Business Category: For sustainability
Most sustainable companies start with a mission on which to base their market position. He goes beyond your traditional nonprofit messaging as a founder who is passionate about building a business around a personal mission. For example, my colleague provides sustainable services and offers affordable and compostable plant-based dining solutions. Using agricultural waste, the company has created a circular approach to single-use products.
Another example and beacon for many sustainable activities is Patagonia. (Full disclosure: My company contributes 1% to every member of the Planet.) Patagonia, an apparel brand for nature and outdoor enthusiasts, is passionate about its sustainability mission. Its creator, Yvon Chouinard, was an avid climber and conservationist. He started making hiking gear and selling it in the trunk of his car. Now a multi-billion dollar company, I believe it is also a great example of a brand growing from small local initiatives and transparent communication when measuring and sharing the change taking place in Patagonia.
A marketing agency that focuses on the sustainability of my business and even tries to implement environmental practices in my home. Through this experience, I have seen how important it is to be transparent about your sustainability goals in marketing, as well as setting your sustainability goals wisely. Not only does this help you avoid greenwashing, but it also ensures that your business is sustainable and delivers on its promises.
So how can you start implementing your sustainability strategy and take steps to prevent greenwashing?
Be transparent.
One way to avoid green business is to be transparent. Transparency and facts are two of the most important communication tactics to avoid greenwashing. Like good journalism, you must have facts and sources to back up sustainability claims in your marketing materials.
One of the steps you can take to ensure transparency is to monitor how your business is doing. Effort information such as carbon offsetting metrics can be calculated, and you can monitor and report on your progress as you do so. Share evidence-based insights and celebrate progress and setbacks by flagging incomplete goals.
I also recommend expanding your sustainability team with advisors and consultants outside your core team to create another level of control and visibility. For example, let's say your company does carbon offsets and works with third parties. In this case it is advisable to carry out an annual audit and work with a couple of objectives that have a solid reporting structure in terms of sustainability.
Set measurable goals.
Just as you set corporate goals and standards for revenue or operational transparency, you need to set goals for your sustainability strategy. I recommend the goals and primary outcomes methodology for measuring and reporting your ongoing impact, as it is common across business operations and across companies.
First, think about what you hope to achieve with your strategy as a founder. This is your goal. Is there a big problem you're solving? Is it a global problem? How will the world change with your business or product on the market? From there, create initiatives that will drive your business to those results.
Measure your key results against team-defined metrics. Finally, make it a team effort. Look for key stakeholders to provide checks and balances on your sustainability strategy.
It takes a team and a rider to keep the momentum going in the right direction. For a better future, we must be environmentally responsible.
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