Business created the pollution problems and business can solve the problems, but it needs the consumer’s help combined with sustainable practices to swap out old products for newer, safer versions with culture-changing advertising attached.
For Americans, putting down the guns of war is far easier than putting down the latte of consumerism. We like our creature comforts, capitalism keeps people employed and our retirement accounts growing. We are at a critical turning point, however, how can we be responsible buyers or sellers yet still keep the economy moving?
We don’t have to stop shopping just start swapping out weekly necessities from brown products to green products. Secondly, try buying services for gifts instead of things — let the memories of good times stack up instead of stuff. Lastly, invest in things that last, less is less to manage and clean!
Cut Business some slack. For the past 10 years it has been in a green spin cycle, not knowing which of the over 300 sustainable product certifications or standards to follow. Companies had to balance doing the right thing with making the wrong move.
To stop the madness and provide a matrix for business to follow, a group of big box stores, multinational vendors, universities, and non-government associations joined and formed The Sustainability Consortium. They spent a couple of years finding common ground that all can agree upon.
Following sustainable practices is how business gets its soul back. Sustainable practices are what most brands lack, a sense of authentic eco and social responsibility. Old style marketing would win loyalty by being the loudest in the room, new style marketing will win loyalty by being a good guy and being able to prove it.
We like good guys and so do investors. Investors are all about managing risk, when sustainable practices and transparency cut down on the environmental problems and help to keep customers loyal, everyone wins.
If you’re a business owner confused on how everything needs to fit together or are on the consumer side of the table and would like to know how the rules of marketing are changing and how women are leading, contact us for a speaker or workshop.