SUSTAINABILITY
The smartest companies are talking about regenerativity: not just keeping things from getting worse but making them better
Motivation for Change As the public becomes more conscious of climate change and a generation of consumers and workers who will be affected by warmer climates enter the market, it has become advantageous for businesses to improve their ecological standing. A lot of motivation behind a more conscious company can be put down to, essentially, sustainability becoming a unique selling point, which Li argues has already happened. “Investors are asking more questions around ESG and scrutinising companies that do not have a solid ESG plan in place, so having a tight sustainability plan and initiative can be a selling point for investors and consumers alike. “There is endless future potential for sustainability as a USP,” said Smith. “As people become more aware of environmental issues, businesses that prioritise sustainability can really stand out. It’s a way to differentiate themselves from their competitors and attract customers who are conscious of their environmental impact. “By demonstrating a commitment to sustainability, businesses can build a strong brand reputation and foster customer loyalty. Customers are increasingly seeking out brands that align with their values, and being sustainable can be a key factor in their purchasing decisions. “Additionally, as governments implement stricter environmental regulations,
businesses that proactively embrace sustainability will be better positioned to comply with future requirements, avoiding penalties and legal issues. “Not only does sustainability have the potential to attract customers, but it can also lead to cost savings in the long run. Implementing sustainable practices can result in reduced energy consumption, more efficient waste management and optimised operations, all of which can translate into significant cost savings for businesses.” Horowitz said that the “smarter companies have already been building USPs around sustainability for years. The smartest ones are talking about regenerativity: not just keeping things from getting worse but making them better, with solutions that address the big social and environmental problems that are pulling our world down toward chaos. “Since you are in the UK, here are some examples from your country: Marks and Spencer’s Plan A (which was so successful that they doubled the number of metrics they were tracking from 100 to 200); The Body Shop under its late founder Dame Anita Roddick; Richard Branson and his Climate War Room. “Stakeholders also love it. Every study I’ve ever seen shows that customers, employees, suppliers, and others reward these forward-thinking companies not just with purchases but with loyalty and outreach on the companies’ behalf within their own communities and networks.”
Michelle Li founder & CEO
clevercarbon.io
Sam Smith Director
smithpackaging .co.uk
ucadvanced.com
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