Imagine traveling back to the year 1713, when a certain Hans Carl von Carlowitz coined the term “sustainable”. Little did he know that he was coining a term that would turn the economic world upside down centuries later. What began as a side note has developed into a real game changer.
Sustainability is not only good for your conscience, but also for your wallet. Because:
- According to a McKinsey study, companies that jump on the green bandwagon have twice as good a chance of increasing their revenues by a hefty 10%.
- Sustainability is an important purchasing criterion for 50% of consumers. For Gen Z, the figure is as high as 72%.
One thing is clear: Sustainability can increase profitability and help companies to tap into new target groups. But will it stay that way – or is sustainability just a trend?
Major brands are part of the movement
From individuals to large corporations – everyone is part of the sustainability movement. As the size of the company increases, so does the responsibility: influential companies are particularly called upon to lead by example. Over the last two decades, many companies have heeded this call and are increasingly focusing on green innovations:
- Zara plans to use sustainable materials for all its clothing by 2025.
- Mercedes-Benz is working towards ensuring that all its cars will no longer emit COâ‚‚ by 2039.
- Etsy offsets carbon emissions from shipping and promotes eco-friendly products on its platform.
- The German Federal Environmental Foundation supports numerous sustainability projects every year.
But is this all just hot air or is there more to it? The figures speak volumes:
- Almost 90% of customers will no longer buy a company’s products if they believe they are harmful to the environment.(Source)
- In companies that value sustainability, employee productivity increases by 16%.(Source)
- According to an IBM survey, 71% of job seekers prefer to work for a company that is committed to sustainability.(Source)
- The role of sustainability officers in companies has risen from 9% to 28% in just five years.(Source)
- 99% of CEOs of large companies believe that sustainability is the key to future success.(Source)
- Customers not only pay attention to environmental and social issues when shopping, but are twice as likely to spend their money with companies that care about these issues.(Source)
- Oxford University found that in 80% of cases, a company’s focus on sustainability leads to higher share prices.(Source)
Sustainability for strategic business success
Sustainability is not only good for the planet, but also for the future of the company. It’s a smart business strategy that attracts investors, increases profits and builds for the future. Here you can find out why this is so important:
- Magnet for investors:
Sustainable practices and ESG standards? Music to the ears of forward-thinking investors! They promise above-average returns and make your company more resilient in times of crisis. This will make you a hot tip on the investment scene. - Regulation? No problem:
The EU and Germany in particular are getting serious about the green economy. Regulatory pressure is increasing, but don’t panic. Those who operate sustainably now are not only model students for the authorities, but also create a head start for the future. Being proactive means being one step ahead of success.
Regulation and scaling
Another advantage of introducing high sustainability standards is cross-border consistency. Companies that meet the strictest environmental standards can operate more smoothly on an international level without having to adapt their practices for different countries. This facilitates scaling and helps the company to grow in different markets.
In the EU and in countries like Germany, environmental regulations are becoming more and more stringent. Some companies may try to delay these changes, but those that embrace sustainability earlier are likely to fare better. These companies attract more investment because they are prepared for even stricter regulations in the future.
Does sustainability lead to higher costs?
The road to sustainability is no walk in the park. It requires investment, creativity and a great deal of perseverance. Depending on the type of company, the initial costs can be steep. Modernizing systems, revising processes – it takes a lot of work. But the effort is worth it. Because at the end of the day, everyone wins: the environment, the customers and, last but not least, the company itself.
The new business standard
Before making any business decision, we can ask: Is this sustainable? Because sustainability is not just a passing trend, but a long-term change that is influencing the purchasing decisions of consumers worldwide. It is becoming the new status quo. A standard that will endure for generations.
So, dear companies, what are you waiting for? Make sustainability your mantra! Ask yourselves with every decision: “Is this good for our planet?” Because one thing is certain: the future belongs to those with foresight.
You & jut-so
If you’ve now got the urge to make your online presence more sustainable, then we’re just the people for you. We are pioneers in sustainable web development and support small and large organizations on their way to a low-emission digital presence.
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