Terms like “sustainability,” “ESG,” and “socially conscious” have become quite the corporate buzzwords. However, if you’re tempted to simply check the box, think again.<\/p>\n
A sincere\u00a0commitment to sustainability\u00a0can pay off in a myriad of ways – not to mention\u00a0preserves trust, because a lack of integrity where sustainability is concerned threatens your relationship with both employees and customers.<\/p>\n
Here’s what I have learned from embedding this value deep into our\u00a0business strategy.<\/p>\n\n
The consciousness of sustainable practices and products has risen dramatically in the last few decades. Whether it be shifting generational expectations, the climate crisis, or other motivating factors, consumers value brands that prioritize sustainability. A quick look at the numbers: When given a choice, 32% of millennials will choose a sustainable option<\/a>\u00a0over a non-sustainable one, and 47% of companies said sustainability had an\u00a0impact on their recruiting and retention<\/a>. And investors understand it, too: 90% of investors said they\u00a0pay attention to how sustainable a business is<\/a>.<\/p>\n <\/p>\n The concept of sustainability goes far beyond the realm of ESG. It’s a\u00a0method of growth and a mindset\u00a0that can transform the way a company strategizes and performs.<\/p>\n The temptation to think short-term – how to meet this month’s target, how to put out fires with temporary Band-Aids – is all too great in startup culture.\u00a0Adopting a sustainable mindset\u00a0means evaluating the longer-term impact of short-term decision-making, as well as investing in future growth with no expectation of short-term returns. Ultimately, the two blend together: Yesterday’s investments become today’s harvest, as you continue to plan for tomorrow.<\/p>\n <\/p>\n <\/p>\n Everything flows from a company’s mission. Therefore, if you\u00a0make sustainability a part of your mission, you’ll have automatically embedded its virtues into your DNA.<\/p>\n My advice is therefore to take a genuine look at your mission, and understand how sustainability naturally fits in. I’d go further and say that anyone running a company in this century has a responsibility to do so.\u00a0Climate change\u00a0is not a future problem; it’s here, now. According to\u00a0NASA, the effects of climate change such as rising sea levels, intense heat waves and catastrophic weather events are\u00a0becoming more and more prevalent.<\/a><\/p>\n If your industry’s connection to sustainability feels more indirect, ask yourself how to tie it into your company values and product offerings in a really authentic way. Successful examples are plentiful, ranging from outdoor gear – with\u00a0Patagonia’s 1% for the Planet pledge<\/a>\u00a0and the CEO’s recent decision to\u00a0give away the company to fight climate change\u00a0– to makeup, like\u00a0Thrive Causemetics<\/a>‘ commitment to cruelty-free ingredients.<\/p>\n Ultimately, this is an exercise in defining and living your values – and doing good along the way.<\/p>\n <\/p>\nHow to implement it:<\/b><\/h3>\n
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Sustainability is a business mindset<\/b><\/h2>\n
How to implement it:<\/b><\/h3>\n
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Sustainability belongs in your mission statement<\/b><\/h2>\n