Seeing Sustainability As An Effective Growth Strategy
By Sara Roberts, Founder & CEO of Healthy Nibbles and Kundai S. Masunda.
Sustainability is becoming more important for all companies, across all industries. Simply put, sustainability is a business approach to creating long-term value by taking into consideration how a given organisation operates in the ecological, social and economic environment.
Embedding sustainability throughout organisations has to come from the top. The action must come from you and those in your business. Hearing the idea sustainability is good for business is nothing new for food companies. For the food industry, sustainability strategy is at its most effective when it finds "win-wins". Effectively seeing sustainability as a growth strategy greatly increases brand’s opportunities “earning purchase intent” from conscious consumers.
In a nutshell, sustainability means responsible positive change.
Sara Roberts, Founder & CEO of Healthy Nibbles, said: “Brands are being tasked to become active agents of change and should do more to be part of the conversation in terms of social change and making a positive impact on people’s lives. Sustainability requires a different level of awareness at a global scale, at an organisational level and nationwide, is key to activate change and build the path for raising the standards in the industry.”
Too many companies see sustainability as a cost and manage it in the wrong way. Successful ones treat costs as strategic and redesign their cost structures to align with their strategic goals. This includes using sustainability to help drive future growth and transforming operations.
Staff need to be involved and engaged, and the leadership team fully bought in. You need to tap into the prevailing culture of the organisation; if you try and do something that’s at odds with this, it will surely fall over. How many initiatives can have come and gone because change has not been properly embraced or managed? Sustainability is no different in this regard; it’s one big change agenda.