Consumer loyalty’s strong link to climate responsibility
Companies that downplay their sustainability efforts are missing a chance to engage consumers and boost their bottom line. Read More
This article originally appeared on Forbes.com.
In the digital age, the importance of public perception must not be undervalued. Opinions form fast and travel even faster.
Specifically in the corporate sustainability space, consumers can be skeptical of companies that boast of their environmental initiatives. It’s likely some of this scrutiny stems from highly publicized cases of “greenwashing,” in which some brands and businesses were proven to have exaggerated the impact of their sustainability efforts. On one hand, many private sector leaders are now—thankfully—taking a more responsible and thorough approach to setting their ESG and sustainability goals. But the progress has sometimes gone unseen by the public because of the phenomenon known as “green hushing.” Brands and businesses are choosing to keep quiet about their environmental achievements for fear of a negative spin in the public sphere.
What few seem to realize is that the insistence on silence may be doing more harm than good, both for business’s bottom line and for the climate.
Speaking up for the planet
New survey data from The Harris Poll, commissioned by the Arbor Day Foundation, indicates that 71 percent of U.S. adults say they’re more loyal to companies that take an active role in protecting the environment. Younger consumers take it a step further, with 68 percent of people ages 18 to 34 saying they’re willing to pay more money for products from companies that have a strong stance on sustainability and climate change.
Nurturing and safeguarding the environment has only become more important as the effects of climate change become more severe, and clearly, consumers have taken notice. The survey also found that 79 percent of Americans believe corporations have an obligation to address climate change and about four in five adults (82 percent) think companies have a responsibility to reduce and offset their carbon emissions.
This is not the time to downplay the great sustainability work your company may be involved in. It’s time to open a dialogue with your C-suite and make the case to publicly celebrate your environmental achievements.
Because here’s the thing: You aren’t alone in your effort to improve the planet. According to a recent report from Climate Impact Partners, about two-thirds (66 percent) of all Fortune Global 500 companies have significant and clearly defined climate goals. They’re just not talking about it. If companies involved in sustainability efforts were to talk more openly about the impact they’re helping create, they could influence other corporate leaders to take their engagement to the next level. We need all hands on deck amid this urgent fight against climate change. We can’t afford to have any business, brand, company or leader sidelined because they don’t have visible examples of success. The data shows consumers want to support vocal, conservation-conscious companies, and frankly, the climate needs it.
Bringing consumers and employees along
Of course, some private sector leaders might be hesitant to immediately go out and shout their sustainability efforts from the rooftops. One way you can connect your climate goals with your audience is by bringing consumers along for the ride. When you communicate about your projects, remember it’s not just the final goal people are interested in. They want to know how you plan to get there, what resources you anticipate using and which experts you’ve consulted. Once you begin to make progress in your project, share those updates with your audience. People desire an understanding of the beginning, the middle and the end. Transparency in your process makes it easier to authentically establish trust with consumers. Sure, they might ask hard questions. They might demand more of you. But isn’t that a good thing? Ultimately, it will take all of us to create a healthier home for future generations.
It’s also important to remember consumers aren’t your sole audience. Some sustainability initiatives offer the opportunity to engage your employees. For example, tree planting is a great way to drive meaningful impact in communities and foster unity. After you collaborate with experts to determine the right tree to plant in the right place and at the right time, you can invite employees to be part of the event. By engaging them in the process, they feel a sense of ownership in the initiative. They feel part of a larger goal that is tangible and attainable. The Harris Poll data also shows 73 percent of Americans believe companies that talk about sustainability efforts are seen as leaders in their field. Participating in tree planting, reforestation and other forms of climate action could boost your brand perception and elevate your reputation. It could reap financial rewards for your business as you attract droves of climate-conscious consumers. It could boost your brand perception and elevate your reputation. And it could mean more attention and resources devoted to critical environmental initiatives. It’s a win-win for corporations and this planet we all share.
