Manuel del Val, Managing Director at Green Mowers (Civil Engineer)

Burgos, October 4, 2024.- Sustainability has become a strategic factor in the competitiveness of companies. For this reason, I invite you to learn about the following 7 keys, obtained from economic magazines. And check if they are easy to implement in your company:

1. Authenticity and Consistency: Leading by Example

For sustainable practices to be impactful, they must be rooted in authenticity and consistency. Businesses should embody their sustainability values, taking initiatives to educate both themselves and their customers on the importance of sustainability. An exemplar in this regard is Shobha Philips, the founder of Proclaim, an ethical intimate’s brand. Philips emphasizes the importance of external audits for ensuring alignment with core sustainability values, stating, “We’ve worked with third parties to do a formal audit of the factory to help keep us in line with the values that we’re trying to promote.”

2. Education: Enlightening Customers

Knowledge is a catalyst for sustainability. Businesses should weave sustainability messaging throughout all interactions to effectively inform and engage customers. Once this is done effectively, social media channels may become a platform to create a community around sustainability before even launching the product.

3. Understanding Your Customers’ Motivations: Tailoring to Preferences

Customizing sustainability messaging to resonate with distinct audiences is key. By pinpointing what drives customers to opt for sustainable products, businesses can craft targeted marketing approaches. Luxury brands, for instance, can highlight quality alongside sustainability to appeal to their discerning clientele.

4. Utilizing Social Influence: Leveraging Peer Recommendations

Leveraging social proof and referrals can significantly sway consumer behavior. By encouraging reviews, incentivizing referrals, and showcasing user-generated content, businesses can leverage social influence to amplify their sustainability efforts.

5. Encouraging Habit Building: Simplifying Sustainable Choices

Make sustainable choices convenient for customers by offering subscription models or other user-friendly solutions. An example would be Reel’s bamboo toilet paper, accessible through a subscription service, this product demonstrates how businesses can nurture sustainable habits among their clientele by facilitating consistent simple eco-friendly choices.

6. Incentivizing and Rewarding – Catalyzing Positive Change

Motivate customers to make sustainable choices by providing tangible rewards, such as discounts for recycling old products, and emotional rewards that make them feel good about their positive impact. For instance, Swedish Stockings offer discounts for recycling old socks, encouraging customers to engage in eco-friendly practices.

7. Listening, Adapting, and Collaborating – Embracing Feedback

Establishing feedback mechanisms allows businesses to adapt their sustainability strategies based on customer input. Actively engaging with customer feedback and collaborating with other organizations can enhance and refine sustainability practices. Brands like No issue exemplifies this approach by continually updating their sustainable packaging strategies in response to customer insights.

By following these steps, businesses can effectively implement sustainable practices that resonate with customers and drive positive change in their industries.