Most companies have these departmental responsibilities:
- Operations / Finance – Seeks profitability, efficiency, cost reduction
- Marketing / Sales – Seeks differentiation from competition, a talking point that resonates
- HR / Admin – Seeks employee performance, health, happiness
Studies from Nielsen, Harvard Business Review, HP, Deloitte, Fast Company, MIT, BAR, Symbola, NYU/Stern, Forbes, et cetera, tell us:
- The #1 thing your company is seeking is a way to differentiate from the competition, yet your marketing and sales efforts struggle to find a talking point consumers want to hear. Net, you are not maximizing your advertising spend or messaging opportunity;
- Further to your messaging challenge, 75% of Gen X and Gen Y consumers (64% of the world’s population and the future of your business) say sustainability is more important to them than even your brand name. Net, if you want to resonate with the largest buying groups, you need to talk about being sustainable….but don’t Greenwash;
- Further, as to loyalty, 70% of all consumers will move their loyalty and purchases if they find a certified sustainable company offering a similar product. Net, the clock is ticking, as a competitor might start using sustainability against you;
- As to government work, government regulators are adding sustainability to their requirements. Net, being certified sustainable is a powerful advantage to bidding government work and will become a gating item. You may not directly serve them, but as a sub-vendor, you will be impacted;
- As to serving large organizations, they are replacing existing vendors with certified sustainable vendor options in order to meet their own internal sustainability obligations. Net, same as with government bids, being certified sustainable is a way to take market share;
- As to saturation, +97% of all large organizations have sustainability programs; yet less than 1% of SMEs (small to mid-sized enterprises, under US$1b) have sustainability programs. Net, the opportunity to stand out by becoming certified sustainable is greater for SMEs;
- As to your future staff, 9 out of 10 under 40 job candidates want to work for a certified sustainable company and will take less money to do so. Net, being sustainable is a key component to finding and retaining talent;
- As to the performance, health and happiness of your existing staff, every company loses an average of 5% profit per year due to employee insomnia, stress, anxiety, physical pain and mental acuity. If you do not have a program that addresses these, improving the performance, health and happiness of your employees, you are losing an average of $10,000 per full time employee per year.
Is your company addressing all the above?
If not, watch this webinar,as it:
- Helps Operations / Finance enjoy higher profitability, improved efficiency, cost reductions
- Helps Marketing / Sales enjoy differentiation via a talking point the majority of consumers want
- Helps HR / Admin achieve higher employee performance, health and happiness