Companies and organizations that release toxic materials to the environment are partly to blame for this environmental problem. These companies need to take the utmost responsibility in furthering the cause of environmental sustainability. They can help by reducing harmful emissions to the environment. They can also increase awareness about sustainable living by implementing corporate responsibility programs in the community.
The importance of sustainability for brands
Sustainability is essential for brands because it promotes the connection between brand and consumer. It also increases the motivation to purchase a product since consumers are happy to pay more for a sustainable product. With more consumers choosing to associate with environmentally conscious brands, brands have no option but to incorporate sustainability efforts into their operations.Sustainability is essential in fortifying consumer loyalty. Nowadays, people are more empowered than before. Nobody is content with taking a brand's sustainability efforts at face value. Instead, everyone wants proof that products are indeed made sustainably. Consumers also want to see what the firm is doing to increase its sustainability efforts, including giving back to communities and the Earth.
How can Brands highlight their sustainability values?
When a company adopts environmental sustainability as a key pillar, its actions drive organic marketing and consequently sales. This is because people are more likely to associate with it as it's making the planet a better place to live in. However, this alone is not enough. Companies may need to highlight their ESG strategy – covering environmental, social, and governance factors – to their customers and the community at large. This is where sustainability consultancy firms come into the picture as they often advise on ways to communicate these values, whether through transparent reporting or eco-friendly product initiatives.
Now, the most impactful efforts on sustainability go beyond the production processes. A company should use experiences and media to disseminate awareness messages that will inform the public about its sustainability achievements. In addition, it should implement best practices, which other brands can use as an example. This will not only deepen consumer connection but also provide accountability and authenticity around their values.
Being transparent
Organizations with transparent processes and targets are always ahead of their competitors because of increased consumer trust. A company can achieve transparency in different ways. Firstly, it should ensure that all communication channels used within the company are always open and honest. Secondly, it can use new technology to provide detailed tracking data within its supply chain system.Creating an Environmental Profit and Loss Account within the supply chains can also increase transparency. This way, water consumption, carbon emissions, waste production, pollution, and land use can be measured. The account can also be made freely accessible to encourage other companies to use it as a benchmark for their sustainability strategies. As a result, more companies will adopt sustainability programs.
Educating the public on sustainability efforts
A company can also showcase its sustainability values by offering educational messages to the public. Consumers are always willing to support organizations in creating real sustainability change. To empower them, they need to be educated on what the organization is doing to make the planet a better place. Educational engagement can be done through easily digestible sources such as video series.Enabling participatory experiences
Organisations can also showcase their sustainability values by providing participatory experiences to their consumers. Through this, consumers can get an opportunity to involve themselves directly in the issues they care about. However, participatory experiences should be connected with causes that the organisation supports. This is mainly for purposes of linking back to its own initiatives as a means of achieving set objectives.What next for sustainability?
In 2021, we expect organisations to embrace new technologies that will increase their sustainability capabilities. We are also expecting greater use of electric vehicles, renewable energy, advanced analytics and carbon capture technology. Blockchain technology will also play an important role in enabling sustainable infrastructure within an organisation. Emerging media technologies such as VR, AR, and visual search will also be embraced.Meanwhile, consumers will keep on scrutinising the sustainability efforts of companies. We may also witness a surge in platforms that will hold companies accountable as they seek to achieve their goals. These platforms will have their own joining requirements and may focus on various elements of the sustainability cause. They will also help consumers to better understand the efforts of different organisations.
