Sustainability is important to consumers and they want to learn more.

In a recent study, the IBM Institute for Business Value (IBV) found that 93% of global respondents said the pandemic had influenced their views on sustainability. And over the past year, environmental issues have become even more important.?

• Consumer behaviour is shifting, with 3 out of 4 consumers reporting they want to do more to reach their sustainability goals at home.
• The demand for sustainable consumer goods is on the rise, with 3 out of 5 consumers saying socially responsible or sustainable products made up at least half of their last purchase.
• Half of consumers say they've paid a premium—an average of 59% more—for products branded as sustainable or socially responsible in the last 12 months.

This study also shows the top three actions businesses can take to help make it easier for consumers to make environmentally-friendly purchase decisions. All three have one thing in common - communication.??

Taken directly from the report, here are three key takeaways.

1. Enhance communication - Increase transparency and communicate progress toward sustainability goals. Social media videos, on-pack callouts, and QR codes can supplement traditional reporting to help consumers understand how your company is protecting the environment and enabling responsible consumption.
2. Embrace the Circular Economy - Design and engineer a sustainable end-of life for your products, but also help give them new life by educating consumers on how products and packaging can be reused, reclaimed, or recycled.
3. Educate, inform, and influence - Help consumers share their experiences and success stories with others in their networks. Videos, social media posts, savings calculators, and online articles are all great vehicles to help consumers amplify the conversation—and promote your brand.

It was encouraging to read this report, as it supports my understanding that as much as you need to be strategic in your actions, you don't need a big sustainability strategy to get started.??

Here are some ways to enhance communications to grow a sustainability-focused business.

• Start small and grow. Find one thing you can do, and do it well. It could be reviewing your website to see if there is something you can add to help consumers get environmental information about your product.
• Make sure what you are sharing is accurate and honest.
• Whatever you do, make sure it aligns with your brand and core values.
• Be okay with not being perfect in your execution, but continue to do, learn and improve.
• Share your message - inside and outside the organization. This includes your product information, how it is made and sourced, and your company's core values.
• You don't have to go it alone!?
• Customers - Your consumers will be your best champions.??
• Employees - "74% of people [employees] who say their employers are environmentally sustainable feel encouraged to contribute new ideas that support environmental sustainability in the workplace." (IBM Research, 2022)
• Outside support - Sustainability-focused consultants and service providers can do the work you need to get done, plus provide added value in the way of insights, expertise, and connections to help you grow a sustainable business and brand.

If you are interested in how we help purpose-driven entrepreneurs and business leaders build an authentic brand, visit our website at acornstudio.marketing .?