Businesses need to prioritise sustainability across the organisation’ value chain strategically

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 08, 2020, 2:36 PM UTC

Sustainability is about meeting the needs of the present without hampering the ability of future generations to meet theirs.

With almost 80% of consumers actively changing their shopping preferences based on perceived sustainability, companies need to take the sustainability agenda beyond their products. To meet these goals, brands need to consider the entire value chain from product designs and sourcing to store operations, labour policies and technologies.

But, there is a gap between consumer perception and true sustainability. To eradicate that gap and offer transparency about their practices, brands can provide carbon footprint labels on all their products. Increased transparency can help cultivate customer trust and loyalty.

Companies should further encourage consumers to be sustainable by having their initiatives clearly on display. They should additionally make sure their sustainability initiatives are easy for customers to access and follow.

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