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When you decide to build or transform your brand into an environmentally sound and sustainable business, it takes more than just lip service. It takes a full commitment to evaluate every aspect of your operation to develop best practices that align with green strategies across the board. This extends to the manufacture of your products and/or service offerings, vendors, suppliers, office supplies, distribution model, partnerships and any other strategy that can reduce your overall carbon footprint.
More and more corporations are beginning to see the value inherent in adopting goals, policies and procedures that protect public health and demonstrate a true commitment to building a sustainable environmental brand. To get you started on the right path, here are six things you need to know about building and maintaining an authentic green brand.
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1. Being green is a pressing social issue
While there currently appears to be wide divergence across party lines in the US on climate change, a recently published survey BY Advances in science finds that more than three-quarters of Americans (77%) believe it is a serious threat to humanity. Two of the largest consumer demographics, Millennials and Gen Z, appear to be MOST in question, and their combined purchasing power will only increase in the coming years. As a whole, society has become much more aware of supporting brands that practice sound and environmentally sustainable business practices.
2. Evaluate your ESG efforts
Brands seeking to build an authentic green reputation should conduct a thorough analysis of their environmental, social and governance (ESG) policies. ESG can be incorporated into your business model in a multitude of ways to increase the company's environmental and social impact. A review of your current practices, relationships and approach to selling and supporting your product or service can reveal areas where you can make the most growth ESG contribution. There are even specialist consultants in this area who can provide a comprehensive approach that helps identify risks, develop transitional strategies and provide a roadmap of solutions to implement.
3. Integrating sustainability into your business model
One of the best ways to demonstrate your green commitment to your stakeholders and customers is to include these efforts in your core values and mission statement. These values should be reflected in your marketing, sales and operations process and have a measurable effect on your bottom line. To stay true to your principles, establish key performance indicators early on that will measure impact quantitatively. Positive results can become a powerful part of your value proposition and even a key differentiator in your target audience. One surefire way to succeed is to create a “Green Operations” team or committee to oversee a comprehensive effort.
4. Leave no stone unturned
When brands start looking at how to build or transition to a greener model, they are often surprised by the number of ways to demonstrate real change. Opportunities to become a greener company can be found in almost every aspect of your business operations – provided you're willing to explore what's possible. Brands can start with their headquarters or facilities by reviewing their level of energy consumption and use. If you sell a product, are you sourcing green or recycled materials? If you offer a service, how is it offered? If your business pattern depends on the transport, what kind of vehicle is used? Then there is domestic waste – as we all know well by now, there are many different organic products and materials that can easily be recycled and reused for future use.
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5. Sourcing of green products and services
Organizations aspiring to build a green brand should do everything in their power to work with other green brands. This extends to all the vendors and suppliers that make up your supply chain – everything from raw materials to manufacturing and distribution. Create a formal policy to incorporate as many green and renewable products and processes as possible.
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6. Don't just talk the talk
It takes a solemn commitment for brands to build a green reputation, and the results must always match the effort. You can't treat exercise like window dressing. In fact, there's a word for companies that do – it's called washing the greenery. This term refers to any misrepresentation of a company's ESG claims and performance, and is quickly becoming synonymous with a far worse term – fraud. Committing to building an authentic green brand—or transitioning to one—is a noble undertaking that requires real effort to pull off. Treat it as such.