Is going green the answer to more customers?
Surprisingly or not, more than half of consumers globally rank sustainability as a top purchase criterion. 85 percent of customers have become more sustainability-oriented in their buying journey in previous years, and this is only encouraging. Individuals do wish for a tangible change, so they orient themselves to greener companies. Gen Z, particularly, has a powerful voice in this regard, as increasingly more members from this cohort are entering the workforce. Their priorities and expectations of sustainable corporate practices are unexpectedly high, and their demands do not cease to multiply. According to a First Insight report, one of Gen Z’s main interests is to shop for sustainable goods. In addition, their readiness to pay more for environmentally-friendly products increased by 42 percent. As for their influence on other generations, studies show that this group of youthful people has exerted influence on not only their parents – people belonging to Gen X – but also their Boomer grandparents.
It is as clear as day – companies need to focus their energy on advertising themselves as sustainable businesses. So, if you have just made up your mind about enticing more customers and retaining top talent, learn that one of the first steps in this sense is to become more eco-conscious. Our recommendations might help, so consider reading on.
Focus on critical environmental issues specific to your industry
When advertising your eco-friendly business, the most tangible change you can make is addressing the issues that are most likely to impact your industry. Suppose you are a renewable energy business. So, what are the most pertinent metrics you can bring up? The avoided carbon emissions in your services, of course. After all, that is the very essence of a renewable energy company. That is the reason consumers will choose you as their energy provider over a traditional one.
If you are a sustainable restaurant, on the other hand, your attention would be on compost. That is because food waste in such an industry is by far the most alarming issue, so you will want to ensure consumers that this problem endemic to your sector is under total control.
Embed sustainability into your mission statement
Before spending money to rebrand or share your organization’s eco-oriented initiatives on social media, ensure you evaluate the quality of your mission statement. A fruitful mission statement should comprise, among others, the service or product you put on the market and the impact you aim to bring with it. Think of your mission statement as your north star that establishes your business’s sustainability objectives. This will further motivate consumers to trust your brand and make a purchase.
Creating a sustainability-driven mission statement should not be too complicated, especially if you are mindful of the following aspects:
- Credibility – Your company should be able to measure and quantify its impact to form healthy relationships with actual and prospective customers.
- Focus – It might be tempting to engage in solving a plethora of problems, and although this is by no means a bad thing, it is recommended to focus on a clear and targeted tie to your services and products.
- Transparency – This is one of the most important aspects to be mindful of when it comes to business prosperity. People will always appreciate honesty, whether it is about success or failure. So, ensure you share transparent feedback on your green initiatives and are open about your current business issues. Also, it would be wise to keep customers up to date regarding your entire journey; thus, you avoid any uncertainty that might come afterwards.
Look to others for inspiration
Indeed, this is an ever-competitive marketplace, but no one says companies cannot learn from each other. If you have no idea where to start or simply got stuck on the road, feel free to look at other sustainability-focused companies for inspiration. Pay special attention to their statistics or testimonials on social media and mission statements.
You can also research what your competitors are up to as regards waste management and recycling. If your manufacturing process implies lots of debris, ensure you implement the right machinery, like balers and compactors, to recycle it. Some of the materials used may not be suitable for recycling but at least ensure they do not end up in the landfill. Fortunately, today brings us various solutions, from baling machines and can crushers to waste compactors, so choosing one proper for your corporate needs should not be too daunting. Automatic waste segregation machines, for example, are great for businesses with a lot of waste cans, as they can sort and organize a wide range of materials, from metal bricks and stones to plastics and organic matter. This sort of equipment is undoubtedly the modern answer to waste management and recycling, so it is no wonder that more and more innovation-driven companies are considering it. So, if you are in search of the exact same thing, we heartily encourage you to introduce these machines into your organization. And do this not because others did it but because you are a respected brand that does everything in its power to gain meaningful customers and retain top talent.
Add a section dedicated to sustainability to your website
The “About Us” page is the very first thing a sustainability-conscious online consumer will click on when going to your web page. So, this is your chance to leave the impression you want others to have of your company’s purpose and values. Ensure you convey a meaningful message and opt for an alluring design to blow away your visitors. Also, avoid talking too much about plans and goals; instead, show your customers you have already taken steps towards sustainability. Some of the essential points you should emphasize on your page include the following:
- Your organization’s green mission statement
- Your company’s actual accomplishments regarding sustainability
- Your short- and long-term green objectives
- Meaningful projects and partnerships with sustainability-driven organizations