𝐓𝐡𝐞𝐫𝐞’𝐬 𝐚 𝐥𝐨𝐭 𝐨𝐟 𝐭𝐚𝐥𝐤 𝐚𝐛𝐨𝐮𝐭 𝐬𝐮𝐬𝐭𝐚𝐢𝐧𝐚𝐛𝐢𝐥𝐢𝐭𝐲, 𝐞𝐬𝐩𝐞𝐜𝐢𝐚𝐥𝐥𝐲 𝐚𝐫𝐨𝐮𝐧𝐝 𝐞𝐚𝐫𝐭𝐡 𝐝𝐚𝐲.
𝗦𝘂𝘀𝘁𝗮𝗶𝗻𝗮𝗯𝗶𝗹𝗶𝘁𝘆 has become difficult to define. It has become a catchall term that means something different depending on who is using it. Most often the word sustainability acts as a bucket for environmental, social, labor and material issues and those are all important topics.
The word Sustainability is loosely defined, so it is also easily misunderstood and whether or not it is intentional, it can lead to *𝗴𝗿𝗲𝗲𝗻𝘄𝗮𝘀𝗵𝗶𝗻𝗴 and it often does. *This issue is so rampant that the fTc is currently considering tightening its language and penalties around greenwashing in corporate claims.
𝐎𝐧𝐞 𝐰𝐚𝐲 𝐭𝐨 𝐜𝐮𝐫𝐛 𝐭𝐡𝐞 𝐭𝐢𝐝𝐞 𝐨𝐟 𝐠𝐫𝐞𝐞𝐧𝐰𝐚𝐬𝐡𝐢𝐧𝐠 𝐢𝐬 𝐭𝐨 𝐬𝐭𝐨𝐩 𝐭𝐚𝐥𝐤𝐢𝐧𝐠 𝐚𝐛𝐨𝐮𝐭 𝐬𝐮𝐬𝐭𝐚𝐢𝐧𝐚𝐛𝐢𝐥𝐢𝐭𝐲 𝐚𝐧𝐝 𝐬𝐭𝐚𝐫𝐭 𝐭𝐚𝐥𝐤𝐢𝐧𝐠 𝐚𝐛𝐨𝐮𝐭 𝐢𝐦𝐩𝐚𝐜𝐭.
At BPCM. we like the idea of 𝗶𝗺𝗽𝗮𝗰𝘁 because it can be measured. It is data-driven and implies a before and after.
Every choice we make as humans has an impact and a consequence, be it positive or negative. It is the same with companies.
So on this Earth Day we want to share some advice that we give to the brands we work with.
𝟭. 𝗦𝘁𝗮𝗿𝘁 𝘄𝗶𝘁𝗵 𝗮 𝗯𝗮𝘀𝗲𝗹𝗶𝗻𝗲.
Where are you now? Be honest.
𝟮. 𝗦𝗲𝘁 𝗮 𝗴𝗼𝗮𝗹
Where do you want to get to? It needs to be both ambitious and reachable.
What is the impact of your decisions? communicate them honestly
𝟰. 𝗕𝗲 𝘁𝗿𝗮𝗻𝘀𝗽𝗮𝗿𝗲𝗻𝘁
If you don’t meet a goal, speak about why, what you learned and what you will do next.