5 Ways Your Brand Can Be More Sustainable In 2024 And Beyond

• May 29, 2024
• sb2b
• no comments

Fifty percent of consumers said sustainability is one of their top four priorities when purchasing products or services, highlighting why your brand should drive towards a more sustainable future. Sustainability is about being able to exist and develop without compromising future generations. There are three main pillars of sustainability:

• Environmental sustainability: Protecting the environment and conserving natural resources with current and future generations in mind.
• Social sustainability: Actively supporting current and future generations by creating livable, healthy, fair, and diverse communities.
• Economic sustainability: The ability to support long-term economic growth without adversely impacting the social, environmental, and cultural aspects of a community.

The common thought is that sustainability is a buzzword arising from the green movement that has taken over almost every market. But in terms of branding, it’s broader than that. Sustainability involves building your brand with marketing, branding, and producing practices that are geared toward the long term. Zaheer Dodhia, CEO of Logo Design, explains that a sustainable brand balances making a profit with having values, such as reducing environmental impact and paying employees fairly. From your company name and logo to your missions and values, your brand is how people differentiate you from your competitors.

Let’s take a look at five ways SimplifiedB2B can show eco-conscious consumers that your brand is serious about sustainability in 2024 and beyond:

Become A Philanthropist

A philanthropist donates resources—such as time, money, and expertise—to a particular cause or charity to improve the lives of others. These causes include education, healthcare, the environment, and arts and culture.

In corporate philanthropy, a business can give back to the world by donating to and working with charities or causes that promote social change, improve lives, and protect the planet.

Aside from aiding a more sustainable future, corporate philanthropy offers additional advantages:

• Attracting and retaining customers: 56% of people are more inclined to buy products or services from a business that donates to charitable causes.
• Attracting and retaining employees: 47% say they’d be more willing to work for a business if it donates to charitable causes.

Corporate philanthropy also includes encouraging volunteerism among your employees. Consider providing paid time off for employees who wish to volunteer or organize a company-wide day of volunteering.

Educate Your Employees

Your employees need to be educated and enthused about sustainability and made aware of your goals to support you effectively.

Here are some ways to educate your employees on sustainability:

• Host monthly or quarterly meetings to discuss sustainability-related topics.
• Make new employees watch sustainability videos or participate in relevant online training throughout onboarding.
• Set aside a budget that allows employees to attend sustainability conferences.

It is essential for employees, particularly those who are customer-facing, to know what they’re talking about regarding sustainable business practices and the materials or ingredients used in your products. Educated employees will make a much better impression on eco-conscious customers who may question your brand’s sustainability efforts.

Be Transparent

Brands are encouraged to release relevant updates and transparent information about their business practices and the materials used for their products.

However, as consumers become more aware of corporate sustainability, they will only believe claims with the numbers and proof to back them up.

In 2018, thousands of Amazon employees wrote an open letter to Jeff Bezos and the board of directors, criticizing the company’s lack of transparency and pushing them to release its carbon emissions report – something the company is now consistently transparent about.

Consider including sustainability and carbon emissions reports on your website, and be transparent about the materials or ingredients used in your products. Only 28% of consumers trust large corporations to create genuinely sustainable products.

Platforms like SmartHead simplify Environmental, Social, and Governance (ESG) reporting. Consider using this to create and track a list of your brand’s sustainability goals. You can then attach documents that will serve as proof to the public.

Advocate For Sustainability

To advocate for sustainability and motivate others, your brand must lead by example. Your brand’s behaviors, actions, and decisions throughout all business operations must demonstrate your vision for sustainability.

Henry Love, CEO of Composable Foundation, explains that you must have a clear vision in order to advocate for sustainability. He wrote: “From my experience, to effectively advocate for sustainability in our industry and society, one must first define a compelling vision.

“This vision, deeply rooted in our core values, mission, and purpose, should not only meet the expectations of stakeholders but also be realistic, measurable, and adaptable. I believe a clear vision is the cornerstone of sustainable advocacy, inspiring teams, and rallying support.”

To advocate for policies that promote sustainability, consider collaborating with others who share your vision, values, and goals for a sustainable future.

You can further enhance your sustainability efforts by sharing information and knowledge with those with different expertise and resources.

Implement Responsible Practices

Hostinger’s eCommerce statistics state that one in three online shoppers prioritizes sustainable brands. This highlights how responsible business practices can help build and strengthen relationships with consumers, generating a higher return on investment (ROI) over time.

Not only will you attract more customers, but responsible business practices can enhance company performance and positively impact business operations by managing risks more efficiently.

Consider implementing responsible practices that will help you achieve your goals, such as:

• Source responsible materials, such as recycled materials or lower-emitting products.
• Ensure your partners follow fair labor practices, such as disavowing child labor or embracing fair-trade agreements.
• Reduce your consumption of natural resources by rethinking your packaging or implementing a recycling program, both of which reduce waste.
• Reduce carbon emissions by installing smart sensors that automatically shut off heating, cooling, and electricity in your facilities when necessary.
• Reduce your carbon footprint by switching to a green web hosting provider. This not only supports a sustainable future but improves website performance.
• Reduce transportation-related emissions by moving the production of physical goods closer to the end customer.
• Switch to renewable energy sources like solar, geothermal, or wind power.

By following these steps, SimplifiedB2B can demonstrate a genuine commitment to sustainability, attracting eco-conscious consumers and building a strong, responsible brand for the future.