Sustainable Business Trends
In today’s world it’s hard for businesses to thrive if they don’t adopt sustainable practices. Companies have a responsibility to remain environmentally conscious to appease consumers and comply with government regulations. Fulfilling this responsibility can even help attract investors. But, most importantly, sustainable practices allow a business to create a world where its industry will continually thrive.
Adrian Coore notes that even though sustainability should be an important goal for any business, the practices can be difficult to implement. Challenges often arise due to inadequate resources or simply a lack of knowledge.
Below, we review several sustainable business trends that are relevant across various industries. We also reveal how real companies are using these trends to make a difference based on Coore’s expertise.
Adopting an Eco-Friendly Business Model
When someone thinks of commercial sustainability, they usually think of companies with eco-friendly business models. It’s certainly not the only way to be environmentally conscious, but it’s one of the most obvious.
A company with a green business model prioritizes the environment. According to Adrian Coore, it allows its commitment to sustainability to govern all aspects of its operation. Every move serves to appeal to a customer’s conscience and work towards the company’s overarching mission.
An example of a company with an eco-friendly business model that Coore loves is Christy Dawn. One look at this L.A.-based fashion brand’s tagline — Honoring Mother Earth — reveals how the brand operates. Since 2013, brands like Christy Dawn have put the planet first by making clothes from waste fabrics. It also works with ethical suppliers in India, ships products in wooden boxes instead of plastic, and heads minimalism campaigns.
Releasing Green Products
Not all businesses base their mission around saving the environment. And, according to Adrian Coore, that’s OK.
In many cases, it’s enough for customers to see that a company strives to reduce its ecological footprint. One way to achieve this goal is by releasing green products.
Green products encompass a wide range of items, though they typically feature at least one of the following characteristics:
• Biodegradable
• Recyclable
• Non-toxic
• Consists of natural ingredients
• Produced using water/energy-efficient methods
The goal of green products is to offer an eco-friendly alternative. As a result, customers may choose them over competitor products or even the company’s other products.
PepsiCo is one of the most prevalent brands to hop on this sustainable business trend. By 2025, it aims to make all of its packaging 100% recyclable.
Optimizing Green Marketing
Green marketing can go a long way in promoting a company’s eco-friendly products. However, if a business wants to build trust among customers, it must be transparent.
Companies need to clearly convey what their products are and how they help the environment. Honest marketing practices include using accurate imagery and adhering to all government regulations.
To demonstrate how to optimize green marketing, Adrian Coore shares a prime example of what a company shouldn’t do:
In the mid-1980s, Chevron promoted many ads that emphasized its commitment to environmentalism. But, of course, the message was hypocritical as the oil company was actively violating the Clean Air Act and Clean Water Act.
Needless to say, consumers were not happy when they found out.
Establishing Green Partnerships
When a company establishes itself as environmentally conscious, it can’t be guilty by association. Adrian Coore notes the importance of working with green partners, including suppliers to investors, to convey eco-conscious branding effectively.
Let’s consider a company that works with like-minded organizations, like Nike. One of the athletic brand’s most significant suppliers is P.T. Pan Brothers, which uses sustainable practices like water recycling and LED light systems.
Other green partners include Eagle Nice International Holdings and Fulgent Sun Group.
Overhauling Inefficient Operations
Last but not least, companies that want to protect the environment tend to overhaul inefficient operations. By directly targeting the source of their waste, they can quickly reduce their impact on the world.
For instance, take Ben and Jerry’s. This ice cream brand has a long history of fighting for environmental sustainability, as evident in its non-GMO products and stark global warming campaigns.
Ben and Jerry’s recognizes that its facilities have a significant ecological footprint. As such, it strives to reduce methane emissions on its farms and invest in more efficient manufacturing equipment.
The Evolution of Sustainable Business Trends — The Bottom Line
Throughout the years, businesses have done their best to stay on top of sustainable trends. However, failing to keep up may result in a lack of consumer trust, inability to outshine competitors, and even reduced profits.
These sustainable trends reveal what the movement’s leaders are doing to stay on top and how corporate practices will change their operations and marketing. We’re excited to continue tracking the evolution of these practices and encourage businesses to remain up-to-date.
