5 reasons why sustainability is crucial for the future of business

clean beauty HS

Without jeopardizing the potential of future generations to meet their needs, sustainability focuses on fulfilling the needs of the present. There are three pillars of the concept of sustainability: economic, environmental, and social, also known informally as earnings, planet, and people.

Sustainability can influence business success beyond helping to curb these global challenges. To analyze the ethical impact and sustainability practices of an organization, several investors today use Environmental, Social, and Governance (ESG) metrics. Investors look at factors such as the carbon footprint of a company, the use of water, community development efforts, and the diversity of boards. For example, a lot of customers in recent years have gone into probiotic skincare as a means to both keep their skin healthy but ensuring the products they use don’t harm the environment and its sustainability. They find that the best all-natural skincare products are also best for the environment.

Government Regulations

Federal, state and local governments are likely to enact extra regulations to protect the environment. Companies that are not in compliance could be excluded from government agreements. Additionally, every company in the supply chain may be subject to the regulations. Establishing a strategy for sustainability helps ensure that your business can comply with changing regulations promptly.

For as long as possible, it’s enticing to adhere to the lowest possible environmental standards. It is smarter to comply with the strictest rules, however, and to do so before they are enforced. In terms of fostering innovation, this yields significant first-mover benefits.

Reduce Operating Costs and Improve Productivity

Your expenses can be reduced by even small changes. Selecting recycled toner cartridges and lighting that is energy efficient may reduce costs. Your energy costs can be reduced, for example, by opting for laptops over desktops and multifunction machines over stand-alone printers, faxes and scanners.

In another field, targeting one area could lead to advantages. For example, to reduce fuel costs, you might decide to map your delivery routes, but then realise that the streamlined routes also lessen labour and maintenance costs. Furthermore, you might find that your customers are getting their orders earlier.

Usually, the initial goal is to create a better image, but most companies end up reducing costs or also creating new sub-companies. In difficult economic times, when corporations are desperate to boost profits, that is especially helpful.

Attracting Employees Top-calibre employees may be hesitant to cast their fates with companies connected to an ecological disaster, especially younger ones. Few individuals want to have their names associated with a business that allows its toxic waste to enter the groundwater or whose safety procedures result in a huge oil spill. Furthermore, some staff may show higher morale, productivity and loyalty to a company they believe to be socially responsible.

Through a few small changes, you can make your business more eco-friendly. As many of them also help reduce operating expenses, these changes will help your bottom line while also making sure that you can attract employees who are environmentally aware.

Brand Loyalty and Consumer Behavior

Traditionally, certain brands have given customers faith in a business or its goods. The view of the customer will decide whether a product or line sells. It is difficult to recover once a brand is tarnished, however. It is simpler to brand your business as one that is committed to sustainability than to eliminate the public’s opinion that you are environmentally irresponsible.

While not all consumers are concerned about environmental concerns, more consumers are paying attention to the sustainability strategies of the companies they buy from. Social media and the Internet mean that consumers can instantly spread the word about the environmental responsibility of a business, or lack thereof.

A huge relationship exists between brands and consumers. On the one hand, consumers determine the growth and success of brands, and brands reversely affect consumer behaviour and manage it. Sustainable perceptions and preferences of consumers, sustainable practices of companies and brand equity are also highly interrelated.

Sustainability can bring a brand image with a deeper meaning and hence greater emotional bonds and differentiation. By creating more value for its brands, a sustainability program that is precise with the positioning of a brand will create value for businesses. Additionally, public recognition, competitive advantage, and future financial health and growth are enhanced.

Nowadays, consumers are willing to identify with the values of the brand and adopt the messages and lifestyle recommended by brands. Consumers are also beginning to work from a mindset of sustainability. Customers prefer sustainable products. To reach customers and show them what the brands are doing, marketers need their messaging to be on point.

Attract Investors

Many investors choose to pick an environmentally friendly business to invest in, as do customers. Their motives are not altruistic altogether. Investors want a return to be made. It is possible that a corporation that is at risk of a significant government fine or a major cleanup operation would struggle with success. An environmentally friendly business could also be viewed by investors as one that is more creative and thus more competitive.

Investors have to change their return expectations because, in the short term, a business that is dedicated to sustainable resource growth will have more moderate earnings performance.


OLUMES is a clean beauty brand harnessing the wisdom of the rich heritage of Kadazan-Dusun culture that practices an age-old beauty secret using Borneo’s rich botanical treasure.