How do you make sustainability matter to your customers?

“ when you want to convince someone of something, You always need to ask what’s in it for him/her” When we did our last sustainability analysis for our products and customer segments we had to improvise differently because the APAC region doesn’t have high sustainability endorsement as European region. What we discovered is that different consumers view sustainability differently which means that you need to cater the messaging to each type of customer differently. For APAC consumers, it was more regarding the financial benefit of sustainability linked to the quantification of how many trees we grow with better sustainability products or how many cars we avoided. You always need to avoid assumptions in such cases and verify with customers

In today's globalized and highly interconnected world, the concept of sustainability has transcended its status as a mere buzzword. It has evolved into a critical element of business strategy, influencing not only the way companies operate but also the way they engage with their customers.

Sustainability has become a powerful value proposition to increasingly conscious consumers. Consumers are seeking out eco-sustainable, socially conscious brands. They look for sustainable qualities in a brand that align with personal convictions and priorities, whether protecting the planet, maintaining optimal health, supporting local or minority-owned businesses or providing the safest option for their children. It is necessary to highlight your sustainability vision in Product labeling, websites, social media, in-store displays and advertising to amplify your message.

Depending on the sector the organization is in, it defines its Sustainability goals aligned to the sector pain areas and international standards including Sustainable Development Goal (SDGs). The material aspect of sustainability is to ensure the most critical material and risk are identified for the organization. The organization then should lay out its Sustainability frame and look at integrating this in the supply chain to ensure your suppliers align and the financial sustainability if it's a financial institution that finances project. Also look for what your audience or consumer are look for in sustainability. Thereafter look into how to report according to UNGlobal Company Global Reporting Standards and SDGs.

This trick with prioritizing sustainability is that it's difficult to measure. At Phood, we have solved that problem, but not everyone is so lucky. Basing your priorities on projections/estimations can get you directionally correct, but don't forget to validate or invalidate those projections once the activity has been completed! Truing up the impact you *thought* you would have versus the impact you *did* have helps keep you honest and moving the in the right direction.

Sustainability is a key instrument to tell human interest stories given that consumers are keen on sustainability and how companies are integrating this in their SPOs. This gives an opportunity for the organization also to include staff in the process and including the processes in place. Storytelling formats may include how companies are working on circular economy, and waste management and currently the Extended Producer Responsibility. This is good fodder for documenting video and photography for storytelling.

Develop templates for data collecting.This will make it easier for staff to input whatever information you require of them. The templates to capture information according to your reporting standing the organization subscribe to.

Always look at the new trends in the industry and see what gaps you may have. Also benchmark on with other organizations in similar sectors. Align with evolving policies and law depending on the country. for example in Kenya the new law is Extended Producer Responsibility and sustainabile management law.

Sustainability isn't just about facts and figures. Weave stories and visuals into your communication that evoke an emotional response and connect with customers on a deeper level.

The key to making sustainability resonate with customers is to weave it into the very fabric of your brand. Focus on transparency, showcasing your sustainable practices and the positive impact they create. Highlight how your products or services contribute to a healthier planet, and connect it to their values. Offer educational content to empower informed choices, and consider loyalty programs that reward sustainable actions. Ultimately, sustainability shouldn't be an add-on, but a core brand principle that fosters a sense of shared purpose with your customers.