Harvard Business Review – “Companies should prepare now.”

We are transitioning to where sustainability is a baseline requirement for purchase.

 

Per this Harvard Business Review article, there are three things for you to consider

 

• Trust drives behavior and ultimately business outcomes – Highly trusted companies outperform others by up to 400%

 

• Sustainability promotes trust, particularly among younger generations – sustainability stands out as a critical driver of intent, especially in young people, who care about a brand’s positive intent

 

• Younger generations will soon have most of the purchasing power – We are seeing this play out today, but it will progressively increase as Millennials and Gen Z will surpass Boomers in purchasing power by 2030

 

We are already seeing the impact, as certified sustainable businesses are dramatically outperforming their non-certified peers. 

 

As consumers become more demanding, as corporate mandates become more demanding and as government compliance becomes more demanding, expect sustainability to be even more important; becoming a baseline requirement for your business. 

 

Per the attached article, “Companies should prepare now.”  Those that are already certified are taking market share as you read this article.  

 

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