Sustainable Business Network national communications manager Fiona Stephenson agrees with Drysdale on businesses needing to be more than just sustainable.
“Once upon a time there was a progressive company which looked after its employees, sourced from sustainable suppliers, was as efficient as possible and whose products enhanced consumer wellbeing. But its promotional messages didn’t gel with consumers. Sales stagnated and the company failed to thrive. The end,” she says.
“Simplistic, yes, but this story is played out in real life all too often.
“On the other side, there is a growing opportunity for savvy business which tell their sustainability story in a compelling way to engage consumers and sell products or services.”
If you’re a company wanting to take steps towards sustainability, Stephenson says throw jargon out the window, including ‘sustainability’ if necessary.
Instead, she says focus on your company’s story.
“If you’re not sure what your story is, think how you’d like your business to change the world, even if on a small scale. What difference do you make? What problem are you trying to solve? Use empathy to connect with your audience,” She says.
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