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44% of people around the world can name a brand they’ve purchased — or not purchased — because of the environmental or social record of the manufacturer.
– Global Eco Pulse® 2024
This year’s annual GreenBiz conference was two weeks ago, and it delivered both good news and bad news. The good news? Most companies appear to be continuing their pursuit of sustainability. The bad news (which might be good news)? We have to get off our high horses to move forward.
Those of us who have been in the industry for a long time have taken it for granted that everyone understands how sustainability delivers tangible business benefits. We’ve grown accustomed to talking about ESG in terms of “it’s the right thing to do.” But with accusations of greenwashing coming at brands, and a new administration causing companies to scrutinize every communication for risk and upside, we have to get back to basics. As one speaker put it, we must shift from morality to materiality and from values to value. Pursuing sustainability — and messaging about it — indeed offers real business benefits, we just need to act like it’s 2012 and get back to proving that out.
For a thorough summary of what we heard on sustainability communications at GreenBiz, read this post from our newest team member and head of our EMEA division, Emily Luscombe.
And to gain a broader perspective of key themes overall, read this post from the leader of ERM’s sustainability institute, Mark Lee.
Once you’re done reading, get out your calculator and start quantifying impacts in dollars and cents. You’ll be amazed at the story you have to tell!
