Earth Day--April 22nd--is a reminder of the importance of operating a sustainable business. Beyond being good for the planet, sustainable businesses are increasingly outperforming their less-environmentally conscious peers. Certain sustainable product categories demonstrated “twice the growth of traditional counterparts,” and more than 30% of Americans have rewarded companies that are doing their part to reduce global warming.
Being a sustainable business can seem challenging for retailers with smaller footprints. After all, they may have less control over supply chain partners or logistics. But any business can take simple steps to reduce their environmental impact for generations to come. Actions as simple as emailing instead of printing in-store receipts, installing energy-efficient light bulbs in stores, or revamping shipping boxes can make a big impact over time.
Some tips below that your customers and the Earth will thank you for.
1. Revamp your shipping materials
As online shopping has surged over the past decade, so too has the resulting environmental impact of shipping those products to consumers. You can make an impact by switching to recycled shipping boxes, environmentally-friendly fillers, and cutting back on paper use. Take it a step further by including instructions on how customers can recycle or reuse your packaging (if you already have custom-branded packaging, include these tips on the inside flap or bottom of the box).
2. ...and your packaging
Are your products packaged with environmentally-friendly materials? Many retailers don’t realize that even customer packaging like candle cylinders can be produced with recycled materials. Encourage customers to reuse your packaging (that candle cylinder could hold matches, for example). This does double-duty by keeping your brand on display in homes.
3. Invest in carbon offsets
While you may not be able to measurably reduce the carbon footprint of your shipping partners or the factories that make your products, you can offset them. Carbon offsets are essentially investments in environmental efforts like planting trees and building renewable energy facilities. The positive effects of those efforts are used to balance out the negative environmental impacts of a business. Carbonfund.org has affordable offset opportunities for small businesses.
4. Give shoppers the tools to make a difference
Consumers are more environmentally-conscious than ever. Not only will they pay more for sustainable brands, but 88% say they want brands to help them reduce their own footprint. Consider offering products or services that help your shoppers live sustainable lives. Coffee companies, for example, can make reusable cups and straws, while clothing retailers can provide reusable bags for their customers to use while making grocery or pharmacy runs.
5. Be creative with excess and extras
Nearly every company that produces physical goods has manufacturing waste. Whether scraps of fabric or “seconds,” think of creative ways to prevent those materials from reaching landfills. Many retailers are responding to the COVID-19 pandemic by using excess fabric to manufacture non-medical masks for the public. Evaluate your extras and consider donating less-than-perfect products, repurposing excess materials into rags or other useful items, or pairing leftovers with fun DIY instructions. Beyond reducing your footprint, these efforts go a long way toward showing your customers that you care.
6. Join a coalition or counsel
Organizations like 1% for the Planet help businesses of any size maximize their impact. Through this initiative, companies pledge 1% of annual profits towards values-aligned environmental initiatives. The American Sustainable Business Council, We Mean Business, The Consumer Goods Forum, and The Retail Compliance Center all have excellent resources and communities for businesses of all sizes.
7. Craft sustainable messaging
Sustainability is about action, not talk--but it’s still important to let your customers know how you’re implementing sustainable practices. Whether you’re investing in carbon offsets or developing special environmentally-friendly products, let your customers know why these actions are important, and how they can help.
8. Audit your operations
Back office operations can have a significant environmental footprint. SustainAbility counsels: “Don’t just consider the impact of individual products, make sure you are considering the sustainability of the system as a whole.” For smaller businesses, an easy way to start is to measure impact over the course of a month. How much paper does your business use, how often do your staff drive, how much is recycled, what is your electricity usage? Then determine where you can cut back. Something as simple as putting out a recycling bin or holding virtual instead of in-person meetings does make a difference.
9. Measure and improve
While it may not make sense for smaller retailers to have a comprehensive, formalized sustainability program, it is important to develop internal guidelines, external sustainability values, and to measure impact. There are several tools and services that can help businesses track and report on the impact of their sustainability initiatives. Impact metrics can not only provide you with a compelling story to share with consumers, but it can make the case for further investments in environmental initiatives.
10. Get certified
“Greenwashing” is when companies claim to be environmentally friendly or sustainable, but don’t walk the talk. Demonstrating your business’s legitimacy as a sustainable company is vital to earning consumer trust and loyalty. Explore third-party certifications like Fair Trade, Green Seal, Forest Stewardship Council, Waste Wise, or B Corp.
How is your business building a more sustainable future? Let us know at [email protected].
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