The Increasing Importance of Sustainability

In the past, brands that went the extra mile to make sustainability efforts were heroes and admired by consumers for doing so. In today’s market, brands are expected to make sustainability efforts and are shunned when no efforts are made. In 2015, Neilsen reported in its Global Corporate Sustainability Report that “among the 66% of global respondents willing to pay more…over 50% of them are influenced by key sustainability factors, such as a product being made from fresh, natural and/or organic ingredients, a company being environmentally friendly and a company being known for its commitment to social value.”

Employees also benefit from a company’s sustainability efforts. When sustainability is the conversation topic, it’s likely that they will be excited to talk about all the great work their company is doing. Employees who are environmentally-conscious will also have a greater sense of pride when coming to work knowing that the company they work for has values that are aligned with their own.

Oster and Associates is proud to represent companies that have a focus on sustainability. Farmer’s Best’s sustainability program includes energy and water conservation through the use of irrigation systems, use of solar panels on its distribution centers and wildlife conservation via support of local bird and turtle sanctuaries. Farmer’s Best also plants and harvests its crops without the use of GMO’s.

Another sustainable company that we represent is Organics Unlimited, which uses organic farming methods. Its sustainability program initiatives include efficient use and management of water, organic fertilizers and methods, consideration for air quality and carbon footprint and a complete recycling program at every farm.

Companies that have sustainability programs are put in a brighter light in consumers’ eyes than those that don’t. From a marketing perspective, having these programs in place gives a company something to talk about other than itself, which helps it stand out in a world drowning in advertisements. According to a 2015 Cone Communications Millennial CSR Study, more than 9-in-10 millennials would switch brands to one associated with a cause. Being able to talk about the social good your company does gives consumers an emotional attachment that they might not have previously had, which means your customers will be more loyal to your brand.  

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