Today, there’s no shortage of people talking about sustainable options.
Sometimes, I even hesitate in wanting to use the word “sustainable” because it can so quickly get lost in the mix or be glossed over. However, we need to talk about it. Brands of all sizes have been looking at their options when it comes to more sustainable options and what that means for their ROI, PR and overall organizational mission.
Environmental, Social, and Governance (ESG) goals have become a priority for businesses not only looking to create a sustainable future, but to appeal to consumers knowing that each purchase made has a greater impact. We know from recent research that over 60% of consumers want to purchase from brands that have some kind of ESG initiative. Yet, many companies find themselves at a crossroads when it comes to balancing ESG objectives with consumer behavior.
The common misconception is that achieving ESG goals necessitates drastic changes in consumer habits.
While some more sustainable practices do require some education and habit-changing, there are many that do not. By adopting these strategies that do not require major changes, brands can make a meaningful impact on the environment and society while maintaining a thriving business.
Ready to change habits?
The biggest challenge brands face when it comes to sustainable change is getting consumers to change their habits. This is especially seen in the packaging and shipping space as today’s consumers order online, receive their goods and discard the packaging material.
At LimeLoop, we know this really well. We work with our customers to educate their consumers on what to do with packaging that arrives so that it can be used time and time again.
While we still promote reusable packaging for ecommerce, we also know there are more efficient and more effective ways for brands to make sustainable change without asking their customers to do more for them…
5 ‘other’ ways to reach your ESG goals
Take what I’m about to say with a grain of salt…
Most brands are keen to make sustainable change that is going to be clearly recognized and noticed by consumers. Why is that? Because they want the world to know they are doing this. Word of mouth is huge for brands and this helps with word of mouth marketing. We get it!
Though we’d also like to point out that there is no sustainable swap that won’t go unnoticed. We are constantly talking about ways to be more responsible, and regardless of if your customer is hands-on with your new sustainable practices, these efforts can be publicly shared.
Here are a few albeit small, “sustainable” swaps:
Material Sourcing: The million-dollar question: are your materials sourced sustainably and ethically? We know all too well how challenging it can be to find the right manufacturer and sourcing partners. Not only are you looking at the sustainability of your materials here, you also have to look at working conditions. When was the last time you did a review of your manufacturing and sourcing partners? There may be opportunities to adjust.
Energy Efficiency: Are you leaving lights on in your warehouses when they don’t need to be? What about central air vs. fans? Or even keeping things plugged in that barely get any use… Some minor swaps can be made to reduce your energy output but still make an impact. And it’s a quick impact that your employees notice as well and want to share with their friends and family.
Waste Reduction: Does half of what you print need to be printed? Or could it be kept on your laptop and emailed to whoever needs it? What about coffee machines in your office or warehouse?. Do you need to have as many takeaway cups as you do or could you swap to ceramic mugs?
Reusable Packaging: Are you shipping anything at any point in cardboard? Most likely, you are. How do your products go from warehouse and distribution centers to your retail stores? Cardboard. You are paying to ship your products in trash, essentially, to your stores. Reusable packaging is most cost-effective and significantly more environmentally friendly. And who wants to get dirty cardboard all over their clothes when carrying them around anyway? Not your retail store workers…
Employee Engagement: Your website likely has a lot of information around your ESG initiatives which is great. However, how often are you syncing with your employees to run through these initiatives and what they can do to help make a difference? Engaging your employees in ESG initiatives can be a powerful force for change. Encourage employees to participate in sustainability programs and provide incentives for innovative ideas that can help your company achieve its ESG objectives.
Less drastic, longer term impact
A motivated workforce can make a significant difference. Changing consumer behavior is hard, we know it all too well.
We also know it is absolutely possible, but there are other ways to reach your ESG goals without imposing drastic changes on consumer behavior.
Together, we contribute to a more sustainable future, and align our values with the growing global commitment to environmental, social, and governance responsibility. Your changes impact those around you. The journey toward sustainability is not a solo endeavor but a collective effort, and these strategies empower others to play their part while maintaining their market appeal.
What’s another simple swap that brands can do to reach their ESG goals?