Integrate Sustainability across Your Brand
Let’s Talk about Sustainable Business Behaviors!
Whether your business is just getting off the ground or you are finally able to make some sustainable switches, now that you are learning about the many affordable options, the first question is always, “Where do I begin?”
It is much easier to implement sustainable business practices from the inception of your business; however, these changes can be more expensive for you and, in turn, for your customers, and it is often more difficult to succeed financially initially unless you have owner or angel investor money to supplement your good deeds.
I was the guest speaker at a Lilikoi Project dinner to discuss sustainability and business!
First, let’s break down all the different areas that can be made more sustainable. This will fluctuate based on your business, so just note that not everything will apply to you.
Build and Daily Operations of Brick and Mortar. When choosing the materials for your location, opt for repurposed items you can get at stores like ReUse Hawaii. In need of decor or furniture? Scan Facebook Marketplace. Need dishes/cups/bowls and other kitchen items- again, scout marketplace and stores like Savers and Goodwill. Seek out non-plastic and non-toxic or less toxic materials at every turn- including your paint and floor choices.
For daily operations, how is your energy supplied? Alternative energy sources are expensive and still have their flaws, so what are ways you can just decrease your energy usage overall- and this includes lighting/heating/cooling. Make use of natural light and wind, and adjust lighting and temperature based on the season and time of day. I never understood the mall clothing stores that have crazy-bright lighting and blasting AC, with doors opening automatically throughout the day. I should never feel the need to wear a sweater and sunnies to come inside and shop!
Packaging. Did you know that packaging is the greatest single contributor to the worldwide plastic pollution problem? There are now so many alternative options, along with customers' desire to reduce packaging. Having excessive branded packaging no longer screams luxury- it screams a lack of awareness and a disregard for money and waste! Refillable is all the rage- if it applies to you. Otherwise, think about recycled paper, printing on fabric rather than attaching a plastic-based fabric tag, attaching tags with safety pins rather than plastic pieces, including fabric care cards with the purchase, or, better yet, sending them as an email, and skipping extra tags altogether.
It’s not just the package you use to display your product; you also have to think about how you will ship it. Luckily, there are so many eco mailer options these days that are “recyclable” (most communities won't accept these), biodegradable (again, can be tricky), or made from repurposed materials (potentially the best choice because at least it's not new?!?!). Whatever you choose, do so with minimal packaging. For padding, opt for corrugated cardboard, such as Perfs Packaging.
Materials/Supplies/Ingredients you source: Ordering from local producers is key to reducing your carbon footprint. It is estimated that about 1/3 of food shipped to Hawaii spoils during transit and must be thrown out upon arrival. When you buy local, you can often skip the packaging or have a reusable/refillable option. Ordering in bulk decreases total packaging, as long as it’s not a big box of individually wrapped items! Seek out organic and ethically produced materials/supplies/ingredients that are transparent in their labeling and website. The cleaner and better your sourcing, the more that becomes a part of your brand story that you can share, and when you share that story, you are also boosting the profile of your ethical/sustainable/local/etc. suppliers as well!
Working with your current partners, neighbors, and customers on their eco-friendly behaviors and carbon footprint: It’s great to make the changes you can make, but it’s even more helpful if you help those around you. Maybe your suppliers don’t know about more eco-friendly ways to deliver products, or your customers aren’t accustomed to refilling their products and reusing their packaging. You can offer incentives and discounts for good eco-behavior from your customers. You can give customers the option to offset the carbon footprint of their order's shipping or donate to a local environmental cause.
One of my favorite yoga studios, Yoga Under the Palms, lets you borrow a mat for free if you walk or bike to the studio! I took advantage of this policy all the time! Make sure to allocate bike parking near your location and provide a place to refill filtered, cold water. These little things can make a difference when your customers and community notice them!
Decrease your waste: Every business has waste, whether it’s from the ingredients you use to create your product (like food waste in a restaurant) or the empty containers your products were once in (if you have a spa or salon and use lots of beauty products). Find ways to partner with businesses that can minimize waste. For a restaurant, partner with local compost initiatives. That’s what Nalu Health Bar (our client) did with their Haleiwa location! For a spa, find suppliers who will sell in bulk without packaging, and opt for large-scale refills on the most popular products.
Another thing to keep in mind, especially for food businesses, is not to overorder. It’s better to run out of an ingredient and have to make substitutions or pull that item for the day than throw away food. Throwing away food = throwing away money and harming the planet. Scarcity creates demand and allows you to also increase your price.
Additionally, if you are a to-go food business or one that puts purchases in bags, offer reusable bags only, and at a fee to encourage customers to bring their own, or decline the bag altogether. For food-to-go packaging, find sustainable alternatives and make everything available by request only. Many people bring their to-go food home to eat and do not require cutlery or napkins. If you can, offer “for here” options that include reusable cups, plates/bowls/baskets/trays, and cutlery.
A couple of final things to keep in mind:
Every moment your store is operating, and things are plugged in, you are using energy. You're using energy to power the lights, to control the temperature, maybe to keep your computer on, your cash register running, your kitchen going, etc. To figure out how to improve your energy use, you need to get a good idea of how much energy you're using and which sources are consuming the most. Check out this tool to help you with your energy monitoring.
You don't have to make all these changes at once, and it’s helpful to map out where you are, what’s easiest to achieve first, and your priorities.
Make sure to always stay on brand with the changes you make and to educate your customers and employees about any eco-friendly business behaviors you choose to integrate into your daily business operations
Want to discuss how you can start your sustainable business journey? Send us an email!
