Showcasing sustainability - make your business more sustainable and then tell the world

Climate change, the environment, sustainability - these are all hot topics. The general public - especially younger generations - are increasingly aware of how their actions impact the world around them. They are also more aware of how other's actions impact the world and whether it’s positive or negative.

So, it’s now even more important for organisations to be sustainable, not only for the planet's sake but also to attract customers and new employees.

A recent report from the Sustainable Business Network found that businesses are putting a renewed focus on sustainability. But, it is often driven by outside regulations (for example, businesses exporting to the European Union must meet certain requirements) or the PR benefits that it brings.

Good sustainability practices could put you ahead of the competition when it comes to recruitment

When it comes to sustainability, organisations in the for-purpose and impact sector may have a head start. Many will either work directly in areas that aim to make positive changes. Others, working in different sectors, will already understand the importance of sustainability and have taken steps to improve their green credentials because it is the right thing to do.

But, even though you might not be doing it for the PR, as a for-purpose organisation, there is still benefit in making people aware of your work. And, it will help you compete in a market where for-profit companies are emphasising their sustainability gains.

A recent survey by NZ-based Frog Recruitment found that while sustainability wasn’t always a top priority when considering a new employer, more than two-thirds said their current employer wasn’t doing enough to protect the environment. Younger employees (and remember that Millennials and Gen Z will make up most of the workforce in a few years) placed particular emphasis on good environmental credentials. Just over 30% of employees under-25 said their organisation’s environmental efforts were very important. In Europe, a European Investment Bank survey found that three-quarters of Europeans aged 20-29 said the climate impact of an employer was an important factor when job hunting.

When it comes to recruitment, letting people know why you value sustainability and how you do that could make a difference to potential employees.

How to make your business more sustainable and tell the world about it

You may already be established on the sustainability journey, but if you aren’t, here are three ways to get started.

#1 Be clear about your objective and set realistic targets

Work out what your sustainability objectives are. Is it to reduce the waste your organisation produces or to reduce emissions? Perhaps it is to help projects in areas where climate change is having an impact. Consider talking to your employees about what they value and would like to see the organisation do. This helps you to develop a clear pathway to meet your goals. Once you’ve got some objectives set realistic targets.

#2 Take small steps

Getting started with sustainability doesn’t have to mean a major overhaul. If you are just starting out, you can’t do everything all at once. Some small steps you can take to begin your journey include:

• Reducing the amount of paper you use with a view to becoming paperless

• Reducing energy use by turning off lights and heating when not needed and switching to more energy-efficient products

• Swapping corporate gifts to staff and clients (which are often made of plastic and get thrown away) with a charity donation on their behalf or a gift card that allows them to choose their charity

• Looking at the products your organisation uses and consider whether you can swap to a more sustainable option or supplier.

• Considering whether you can offer staff flexibility to work from home for some of the week to reduce the amount of commuting they do or subsidising public transport or bikes for commuting.

• Getting your team involved in fundraising for a charity that tackles environmental or social issues.

#3 Utilise other people and companies to help you in your journey

You don’t have to navigate your sustainability journey alone. There are lots of online resources that can help. The government’s business website has some helpful starter information, and The Sustainable Business Network has a page of free resources to help you. 

There are also plenty of groups and companies out there working to help businesses and other organisations reduce their impact on the environment. Many of these give you options to help offset your impact on the environment, which can be a good choice if you can’t make changes directly within your organisation. You could work with:

• An organisation that will plant trees on your behalf

• A company to offset emissions through carbon credits

• A food waste organisation to reuse produce or food

• An organisation that will repurpose your old computer and electronic equipment

• A circular economy setup to reuse products or parts of products

Once you have everything in place, here are some tips for letting prospective employees (and the rest of the world) know what you are doing.

Add your sustainable practices to your organisation’s website and social media. Consider adding a section about sustainability and awareness to your About Page or creating a dedicated page, depending on the scope of your endeavours. If you have a blog or social media, consider updating your audience regularly with how things are going and milestone achievements. Getting specific gives your story more credibility.

If you are doing something big or different in your area, consider pitching the story to the press for extra coverage.

Add logos from any accreditations or organisations you are a member of. If you join an organisation like the Sustainable Business Network or are accredited for your environmental achievements, add those logos to your website and any company branding such as email signatures, brochures or business cards.

Highlight your sustainable practices in the information you use in job ads. Remember that prospective employees are interested in your green credentials. They aren’t necessarily checking out your website, so make it easy for them by including some brief information in your company overview on a job ad or listing any sustainability practices like transport subsidies as job benefits.

One last tip - make sure you explain why as well as what you are doing, and keep things transparent. Be willing to admit if your business wasn’t doing enough in this space to begin with. Prospective employees and customers can tell if your work isn’t authentic or a marketing ploy.