So what does this actually mean? It means you will at some point, very soon, need to invest in and take your Corporate Responsibility in order for your business to stay alive in a constantly changing market. Following the trend this subject will just grow bigger and bigger meaning the demand will also become greater. It also means there is a great opportunity for you to take it a step further, shine all the way through with your sustainable plans and let your business be a guiding light.
According to Amale, corporations have a unique opportunity through sustainable marketing: instead of continuing to add to the problem, start being part of the solution. Alter behaviors, encourage others to do so and properly market these efforts: the public will take notice. And for the companies who don’t? Well, the public will take notice of that, too.
On that note I believe it is important to bring up the subject of greenwashing which is not what Amale is suggesting. The act of greenwashing, placing your business as climate friendly while it is actually not, will harm your business without a doubt. I quote what the father of advertising, Ogilvy, once said
"The consumer isn’t a moron; she is your wife".
However, the best is yet to come. By now you hopefully understand some of the benefits with switching over to a green mindset. So here comes the right hook.
In an article by Elkington and Roberts, sustainability will be including $12 trillion a year (by 2030) of market opportunities linked to implementing the UN Sustainable Development Goals. The real market value could be as much as 2-3 times as much. What Elkington and Roberts suggest, indicates numerous opportunities for organizations today taking their stand in the market.
What can I do to become Sustainable?
There are many things you can do with your business to make it more sustainable but here are a few very easy things you can do to get started right away.
- Educate yourself and employees about the planet, people and economy.
- Promote your sustainable work through marketing.
- Donate to charity.
- Start thinking circular.
- Partner with like minded organizations.