Doing Right by Sustainability
Is there a right way for businesses to “do sustainability?” What comes first, the chicken (business), the egg (environmental efforts), or the….consumer?
At I+E we had the opportunity to work with a company to develop their ESG (Environment, Social and Governance) strategies. While their brands’ operators and factories were delivering eco-solutions ahead of the industry, they were not talking about it. Why? Simply because the sustainability department was separate from marketing.
Though I’m not an ESG expert, I am experienced in business innovation and consumer trends. And I started thinking about a few different ways/orders they could come together:
1) Business -> Sustainability -> Consumers/marketing = Greenwashing 🌲 🖌
A business incorporating ESG at any stage is admirable, but the problem here is that these tasks happen separately, in a waterfall sequence. Sustainability is layered on as corporate social responsibility, or in advertising rather than integrated into business operations. These companies often parade their efforts to audiences expecting instant gratification. In reality, these actions may not be aligned to consumers’ interests or values, and the display is seen as obvious or icky.
2) Sustainability -> Business -> Consumers/marketing = Eco-startups 💫 🎍
This is often the way many green startups are developed. The company and the founder are both dedicated to ESG outcomes and this authenticity is apparent to consumers. Consumers willingly align with the company’s ethos, and purchasing becomes a social symbol, which further reinforces the brand. This model, while optimal, is not always realistic or representative of most corporate America, who are retrofitting ESG into entrenched operations or corporate structures.
3) Business + Sustainability = Wallflower 🥀
The combination of business and sustainability is a good start for companies pursuing ESG. Even better, some might argue, they are doing the right thing without anyone watching! True. But without the final link to consumers and marketing, these companies are missing a few opportunities; To have a dialog with consumers on aligned values and to let them support your company in an organic way; Second, to push the entire industry forwards; And third, to celebrate your employees’ accomplishments.
What if there is another equation? One that is essentially a Venn-diagram of all three components.
4) Business + Sustainability + Consumer/marketing = Ideal 🍢 🎆
The result is an environmentally focused company, in operations and messaging. They are doing what’s right, and what they say. And by speaking on it, they are holding themselves accountable. And if this increases their consumer awareness and affinity, great! We should all want that. These are companies that are working with genuine intention of leaving the world and its people better off. Examples: Patagonia, Allbirds, Dr. Bronner’s, Avocado Green Mattresses, Eileen Fisher.