Environmental care, sustainability, eco-friendly living – all of this is a response to the very clear and obvious examples of climate change around us. We can be thankful that many people understand how important this issue is, and that markets are adapting to sustainability in the best way.

But the truth is that such high stakes can sometimes bring on messianic thinking. In other words, importance topics can cause us to run from emotions instead of being calm and measured, which are virtues we need if we’re to solve any problems at all.

Many businesses, especially marketing departments within those businesses, tend to think that messaging sustainability front and centre is essential, and not only to gather conscious consumers. This general conviction is an accurate one, butt if you’re not careful, it’s easy to try and present yourself as saving the world or making massive changes in your industry. In reality, you might not be in a position to affect change to that level, at least not yet.

Of course, that doesn’t mean you can’t make more focused, smaller changes. In this post, we’ll discuss why you don’t need to save the world to be a sustainable business.

You Can Offset

You don’t need to make the world a greener place because you’re here, but you can certainly remove some of the impact of your operations. For example, making certain your suppliers are vetted for sustainability practices, trying to go paper-free in your office, recycling as much as you can, or planting trees can all be good examples of how to prevent your operations from having as much of an impact. Think of the change that would occur if all businesses did this.

You Can Outsource

The truth is that many businesses or charities are primed to deliver much more effective change compared to what you could achieve on your own. You might be a software company, but a specific organization that advocates for green-centric city planning, research in a sustainability field, or just planting trees as discussed above would love more support. Maybe instead of constantly focusing only on sustainability ventures, you could just donate a portion of your profits to the brands making real change. They may even grant you a seal of approval you can use in your marketing materials.

You Can Excel

It’s better to be a master of one focus than a jack of all trades. If you perfect one sustainability measure, that has an effect, as opposed to making a minimal difference at every level of your business. For example, with sustainable packaging supplies, you can make sure that your logistics network is carefully curated to minimize emissions, that your packaging can be recycled or will biodegrade appropriately, and that you contribute much less material waste than you otherwise would. Imagine being able to say your business is entirely plastic-free. This in itself is a big win, even if it’s in just one area. Start there, and as you can expend, you may take that experience and apply it to other focuses.

With this advice, you’ll be certain to curate the best sustainable business, even if you don’t save the world.


Greg Kononenko
Greg Kononenko

My name is Greg Kononenko and I am a full-time online blogger and owner of Dad's Hustle. I'm a dad, and my passion is to help other mums and dads to start their own "hustle" and improve the financial future of their families.

Leave a Reply

Your email address will not be published.

4 + 5 =

This site uses Akismet to reduce spam. Learn how your comment data is processed.