Sustainability

Climate Communication

Topic

Communication

Sustainability is carving out more space in the media year after year, still it is an uphill battle to fight for attention, especially when you have limited sources.

Fiona Donnellan, a real pioneer in this field, founded Sustainable PR public relations agency in 2019 to defy the odds and open up media opportunities for Irish eco-conscious and sustainable businesses to amplify their reach and catalyse positive change.

Now celebrating five years of actively shaping the media landscape, she shares what propels her forward:

"My focus on working with sustainable brands is a commitment to making a positive impact, resonating with consumers who increasingly value ethical and eco-friendly practices and products."

Fiona adds that sustainability and sustainable living have been part of her everyday life, and merging her passion with her profession seemed like a natural fit when she decided to leave a great job to pursue her dreams in 2019.

Fiona Donnellan, Founder of Sustainable PR

"I work with smart, eco-conscious, and sustainable brands that care about the planet, providing simple and effective PR strategies and storytelling to enhance their reputation," says Fiona.

With over 12 years of experience in PR, journalism, and communications, she is dedicated to getting purpose-driven brands the attention they deserve while promoting sustainability and ethical practices in business.

Her current and previous clients include Volvo, Etsy, Street Feast, De’Longhi, KIND Snacks, Thanks Plants, Sligo’s The Canopy, Cairde Sligo Arts Festival and Shells Cafe.

While embracing PR can seem like an inaccessible opportunity for many smaller businesses, Fiona firmly believes there is a lot of untapped potential here, regardless of the size of a company or organisation.

“I think some businesses and business owners know they need marketing and PR, but they're not quite sure how it all works, so then it can seem out of their reach or expensive, but actually, I can custom campaigns for any sized business.

I’m also so proud of how much cut-through my clients have had in the press; they’re competing with all the top brands, but they’re independently owned, sustainable Irish brands for the most part. How cool.”

When she started Sustainable PR five years ago, she recalls that talking about sustainability was more low-key and a niche area.

However, since then, it has become part of many business strategies and is getting more attention than ever.

Sustainable PR is public relations agency based in Sligo, amplifying the voice of eco-conscious and sustainable brands.

“It’s also something customers look for now when they’re buying. One recent survey I saw said 65% of customers want to buy purpose-driven brands, which is a huge shift, and that’s down to how we communicate about it,” Fiona explains.

Communication is crucial in shifting conversations about sustainability, but it is easier to be said than done to get it right.

“I have to be careful not to use too much jargon when I’m pitching stories just because I live and breathe sustainability. I have to be mindful that not everyone does, so it’s about explaining it clearly and concisely.

To break through the noise, you have to put it in simple terms, I think. Too convoluted, and your message will be lost.”

One project she has been recently working on is helping The Good Neighbour refill store communicate that they are changing locations so existing and new customers know about the move.

“I worked with the owner Jess Dollinger on a press release with all the information and sent the press release along with gorgeous images to journalists across the country.

The Good Neighbour was then featured on LovinDublin, in Irish Country Magazine, and on FM104, and Jess spoke to Dublin City FM and South Dublin FM.”

This two-month campaign was a great success, as Fiona managed to get the exposure they were after.

Jess Dollinger, owner of The Good Neighbour refill store is one of Sustainable PR`s clients.

She adds that there is no magic formula to make things work, but every press release or story can be reshaped if it`s not working, for example, by drawing on the personal story of a business rather than the product itself.

She adds that other clients might be looking for a more long-term PR campaign in the build-up to Christmas from September to December.

“Every year, I work with Emmet Bosonnet from Kopper Kreation, a homewares brand that uses reclaimed and recycled materials, to get news about his beautiful products out there.”

Building on all the learning curves and successes, Fiona is optimistic about the future and looks forward to continuing to champion sustainable brands.

“When I started out, I made a wish list of clients I’d love to work with, and I’m so proud that I got to check all these brands off my list. Time to make a new list.”

She feels the media landscape will change significantly again in the next five years, shifting from print and radio to TikTok and podcasts.

Therefore, evolving her business is inevitable to ensure she can keep up with the new trends and benefit her clients.

"There is a growing global consciousness about environmental and social responsibility, and my agency complements this," Fiona adds.

"I want to see people making smarter, mindful purchases rather than overconsuming."

Fiona’s dedication goes beyond her professional life as she takes up the role of Climate Ambassador with An Taisce, advocating for environmental education and action.

Besides, as a proud member of the 1% for the Planet movement, she is dedicating 1% of the annual profit generated by Sustainable PR to support nature conversation efforts in Ireland.

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Harmonising nature, science, and consciousness

Bronagh Loughlin — Tue, 05 Mar 2024 14:28:54 +0000

Harmonising nature, science, and consciousness

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The beauty industry impacts the planet in a multitude of ways.

Plastic Soup researchers analysed the ingredients in more than 7,000 beauty products and discovered that just 13 per cent were free from microplastics. Additionally, experts have discovered around 70 per cent of beauty products contain some element of palm oil, contributing to staggering deforestation around our planet.

With all this in mind, it is no surprise there have been calls for the beauty industry to go green, and the number of responsible beauty brands is growing.

Niamh Hogan, Creator and CEO of Holos Skincare, explains what inspired her to set up this innovative business:

“After years working as a Holistic Therapist and using plant oils and essential oils on clients and seeing the subtle benefits of these ingredients on their well-being, I wondered how I could encourage people to use these ingredients in everyday life."

Holos Skincare is a European brand produced in the South East of Ireland.

It is made with plant ingredients containing vitamins, minerals, essential fatty acids and antioxidants, alongside scientifically proven plant actives, chosen carefully with the environment and sustainability at the fore of all they do.

Niamh Hogan, Creator and CEO of Holos Skincare

Niamh says that while they have sustainability at the heart of what they do, their main focus is always about improving the life of the consumer.

"When customers buy Holos Skincare, they get results due to the innovative ingredients we use, and they are secure in the knowledge they are making a more eco-conscious choice when it comes to skincare.”

Speaking on why it was so important for her to embed sustainability into her brand, Niamh says: “From the beginning, it was a top priority to create a brand that could provide value but not at the sacrifice of the environment.

Each decision we make has sustainability at its core, from the ingredients we use, the suppliers we work with, the materials we use for packaging and how we conduct our everyday business.

We use glass and aluminium in most of our packaging and paper-only components for shipping."

She adds that they hand-produce products, so there is minimal energy use, and they are also vegan and cruelty-free.

"However, it doesn’t end there because we are always looking for solutions to become an even more sustainable choice for our customers.”

Sustainability is at the heart of Holos Skincare besides creating high-quality product. Image: Holos Skincare

As the green beauty and clean beauty movements continue to grow and gain momentum, it is no surprise we are seeing more brands adopting these practices to try and secure a greener future for the beauty sector.

Niamh reflects on this:

“To be successful as a beauty brand, you will not survive on sustainability alone. At the end of the day, whether you have sustainability at your core or not, if the product does not live up to the needs of the customer, it won’t be successful.”

Niamh assures that when customers shop for skincare products, they will still choose brands without an eco-focus if the products are effective.

She says: “While we have sustainability at the heart of what we do, our main focus is always about improving the life of the consumer. When customers buy Holos Skincare, they get results due to the innovative ingredients we use, and they are secure in the knowledge they are making a more eco-conscious choice when it comes to skincare.”

Niamh shares that there is a huge divide in the skincare space between what is considered ‘natural’, ‘green and ‘eco’ skincare and skincare, which is known as cosmeceutical, which is scientifically proven to benefit the skin.

She says: “Consumers usually choose one over the other based on their own needs.

Some value making an ethical choice, but when it comes to skincare, more value results. It is seldom that the two sides of skincare meet.

At Holos, we bridge the gap between ‘natural, green’ skincare and ‘cosmeceutical’ skincare. With this in mind, the consumer is no longer forced to make a choice because they get both - results and ethics.”

Whilst Holos Skincare advocates sustainability and has embedded numerous purpose-driven initiatives, they are always learning and looking for ways to improve.

Just as the phrase ‘green beauty’ is on the rise, ‘clean beauty’ has also become a trend over the past few years.

Niamh says: “Clean beauty is not a term I like. I view it as another marketing buzzword rather than focusing on what amazing ingredients a product contains. Instead, it focuses on what it doesn’t contain and using the word ‘clean’ implies other brands are somehow dirty.”

Speaking on the latest sustainability trends within the beauty industry and what she hopes will stick, Niamh shares: “Packaging is something brands are starting to look at, and the industry is obsessed with packaging.

There is huge competition to look better than the next brand, but if you go all out on packaging and your product is only mediocre, the customer won’t repurchase your products.”

She adds: “Refill isn’t a safe option for skincare, but it is a good move away from plastic for other wash and hygiene products.

Ultimately, there is a lot of greenwashing within the industry, with big brands trying to hop on the trend of being more natural, green, or eco-friendly.”

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EU delays key sustainability reporting standards

Bronagh Loughlin — Tue, 05 Mar 2024 11:10:45 +0000

EU delays key sustainability reporting standards

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European Union

Sustainability Reporting

Business

Topic

Sustainability Reporting

The European Union, in a significant policy shift, has postponed the implementation of critical sustainability reporting standards, a move impacting global and EU-based companies.

This delay affects the enforcement of the Corporate Sustainable Reporting Directive (CSRD), originally set to elevate transparency and accountability in environmental and social governance.

The decision underscores the complexities in standardising corporate sustainability disclosures and reflects the challenges in balancing regulatory objectives with business realities.

This move prompts a reevaluation of corporate sustainability strategies, stirring varied responses from stakeholders across the economic and environmental spectrum.

Background on Corporate Sustainability Reporting Directive

The CSRD represents the EU’s ambitious initiative to enhance transparency in corporate sustainability efforts.

It aims to extend the scope of sustainability reporting beyond the current Non-Financial Reporting Directive (NFRD), mandating a comprehensive disclosure framework for companies on their environmental, social, and governance (ESG) activities.

The CSRD’s objective is to standardise sustainability reporting, making it more consistent, comparable, and reliable across the EU, thereby aiding investors, consumers, and other stakeholders in making informed decisions based on the sustainability performance of companies.

This initiative is pivotal in driving corporate accountability in addressing global sustainability challenges.

Rationale Behind the Delay

The rationale behind the EU’s delay in implementing the Corporate Sustainability Reporting Directive (CSRD) is multifaceted. Rapporteur Axel Voss’s statement in the ESG Today article provides insight into this decision.

Voss mentioned that the postponement by two years for sector-specific standards under CSRD aims to give the European Financial Reporting Advisory Group (EFRAG) adequate time to develop quality standards, and for companies to implement them effectively.

He emphasised the need to reduce bureaucracy that companies have faced in recent years, marked by crises ranging from the COVID-19 pandemic to economic inflation.

This perspective highlights the EU’s approach to balancing advancing corporate sustainability while considering the practical challenges businesses face.

Impact on Global and EU Companies

Reuters reports that the delay in implementing CSRD offers companies more time to adjust to new sustainability reporting requirements.

This impacts their strategic planning and resource allocation for meeting these standards, particularly for businesses in specific sectors and those outside the EU.

The postponement, while providing temporary relief, may also lead to prolonged uncertainty, influencing companies’ approaches to sustainability and ESG (Environmental, Social, and Governance) disclosures.

This shift necessitates ongoing vigilance by businesses to stay aligned with evolving regulatory landscapes.

Responses and Criticisms

The EU’s decision to delay the implementation of the CSRD has elicited mixed responses. Some business groups have welcomed this move, viewing the additional time as crucial for adequately preparing for the new reporting requirements.

Conversely, environmental advocates and sustainability experts have expressed concerns, arguing that the delay could hinder progress in corporate accountability for environmental and social impacts.

This divergence in opinions underscores the complex interplay between advancing sustainability goals and addressing the practical challenges faced by businesses in complying with evolving regulatory standards.

Future Implications and Conclusion

The postponement of the CSRD by the EU could have far-reaching implications for the future of corporate sustainability.

While it provides companies with more time to prepare, this delay may also slow the momentum towards enhanced transparency and accountability in environmental and social governance.

This decision sets a precedent for the balance between regulatory aspirations and practical business capabilities, possibly influencing future policies and corporate strategies.

On the one hand, while this move may slow the progress towards greater corporate transparency in environmental and social governance, on the other, it offers an invaluable opportunity for organisations to proactively prepare for the upcoming standards.

This additional time allows companies to refine their sustainability practices, potentially avoiding the rush and potential fines associated with non-compliance.

It’s a strategic period for businesses to align their operations with future requirements, turning the delay into a preparatory advantage for long-term sustainability goals.

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Sharing joy with delicious and sustainable treats

Szilvia Szabó — Mon, 04 Mar 2024 15:07:11 +0000

Sharing joy with delicious and sustainable treats

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Business

Topic

Sustainable Food

Bringing happiness with a little treat is the headline of Dublin-based Rua Food, which was born from a desire to bring healthy, wholesome food to a world too busy to cook.

Founder Alice Tevlin created a range of all-natural, gluten-free and mostly plant-based delicious snacks to supply cafes and businesses in addition to home delivery.

What sets these treats apart from others is not only the taste and healthy ingredients but also the sustainability elements of how they are made and distributed.

Alice left a job in in banking in 2014 to do the Ballymaloe Cookery School 12-week Certificate Course that covers a wide range of world cuisines and techniques and turned out to be a life-changing experience for her.

After travelling and living in Australia for a while, she returned to Dublin in 2018 with the intention of working for herself as a transition period, not anticipating that she would still be at it five years later.

Alice Tevlin, Founder of Rua Food

Alice says: “Rua started as a freelance catering gig while I figured out my next step. I was catering small events, making salads for a few Cafés and making meals for friends and older people in my area.

Then, during COVID lockdown, everything changed. Cafés in my area needed treats, and I was very keen to make them as accessible as possible, so I began making cookies and other treats without gluten or dairy for people to enjoy with their coffee on their allotted daily walks.”

The business went from strength to strength, and winning with their Golden Toasted Nutty Granola at Blas na hÉireann or Irish Food Awards was a moment to celebrate. Earning this recognition allowed Rua to use a well-recognised sticker on their packaging, which was a significant push to establish their presence on the market.

Alice created a range of all-natural, gluten-free and mostly plant-based delicious snacks. Image: Rua Food

Giving birth in 2023 brought her attention to the overwhelming challenges of managing every aspect of being a new mum and trying to breastfeed on top of everything else.

While Alice loves all the snacks they produce, she is proud that she could design lactation cookies to help support breastfeeding mums, using specific ingredients traditionally considered to increase milk flow, such as oats, brewer’s yeast, and linseed.

Becoming a mum also made her realise how much she appreciated the team running Rua. “One of my biggest achievements is creating an amazing team that cares about the business and goes the extra mile for Rua, especially when I was home with my baby.”

Another area that Alice feels she proactively wants to bring change is sustainability.

“When I created the Hazelnut and chocolate Truffle Bites from the waste of our Hazelnut Brownie, it was a step to mitigate food waste, but it was also a financial step. If you are throwing away food, you are throwing away money – profits! It is a no-brainer.”

“Sustainability is at the core of everything we create in Rua. Sometimes, it feels like you’re fighting a losing battle with costs and industry norms, but we continue striving for the best outcome for us and future generations.”

She emphasises that she never had to think twice about sustainability, saying that it is simply a part of business and a part of life.

“Being more sustainable means keeping costs down, minimising waste, and not wasting precious resources like time and energy. As a food producer, it is so important to put sustainability at the forefront of any conversation.

Between increased prices, climate anxiety, and fear for the future, any choices we can make now will not be in vain.”

However, according to Alice, the barriers to adopting sustainability include the need for more resources, more expensive compostable options for packaging, or simply taking the time to research.

Another challenge comes with supplying their food for retail, where managing packaging is a real hassle to comply with regulations and stay on the sustainability side. Right now, the basic solution is to use recyclable packaging.

"If you think about it from the retail point of view, the breakthrough would come if they considered being a sustainable business just as much as being health- and safety-compliant. ”

Working with wholesale customers, they could adopt a reusable system while compostable packaging is used with home delivery.

Referring to their sustainability commitments, she adds that they follow a zero-waste ethos to ensure that not an iota of food gets thrown away, which even influences designing products.

“I made the call to change the shape of our Tracker Bars to Tracker Balls to eliminate any potential waste when cutting the bars into rectangles.”

Besides the production, Alice also has to face managing the business.

The support from the Dublin Local Enterprise Office (LEO) immensely helped her overcome challenges by sharing advice and options for thinking about business issues, namely Cathy McPadden from the LEO, who has helped enormously in the past 12 months.

Alice Tevlin is passionate to create treats with healthy ingredients but also to add sustainability elements of how they are made and distributed. Image: Rua Food

“Receiving the Business Expansion Grant also helped with investing in machinery to speed up our processes alongside participating in the Green for Business program that pointed out areas to become more sustainable.

Also, once you are connected with the LEO, you become part of that community and embrace opportunities for extra exposure and networking, which is also very important.”

The plan for Rua is to continue to grow and spread out further across Ireland and beyond to bring this unique line of products to more people.

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Tips to build a company’s reputation for sustainability

Bronagh Loughlin — Wed, 10 Jan 2024 11:40:37 +0000

Tips to build a company’s reputation for sustainability

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Sustainability and reputation are very much connected. Managing your social and environmental impact can have various effects on your business and your brand scaling, from having a unique market positioning to ruining the reputation of the organisation.

How to build a sustainable brand?

Building a sustainable or eco-conscious brand is no easy task. Whether you are just starting a business and want to be more eco-friendly, or you are already established and want to become more sustainable, it can be challenging.

However, it is achievable which is why many businesses across the globe are harnessing more green credentials. In saying that, sustainability cannot simply be a brief thought, but time and dedication must go into it.

Building a sustainable brand is not just about making your products and services more environmentally friendly. Rather, you need to look at the entire process that goes into creating your products and services and make changes from there.

In other words, sustainability encompasses environmental issues concerning how the business is run and its supply chain. It also consists of social and ethical issues like diversity, fair wages, and working practices.

In addition, the traceability of the products you sell, how transparent you are with stakeholders and customers, and the governance of the brand.

With all of this in mind, below some practical tips to build a company’s reputation for sustainability.

Brand honesty and transparency

Transparency is key when it comes to building a sustainable brand. Failing to share honest information or details on how exactly you are sustainable could result in greenwashing or green botching (sustainability actions backfiring or poorly implemented), which can have negative effects on both brand image and reputation.

Even if you are just starting with sustainability, customers will appreciate it. You need to tell them where you are on the journey and what the next stages are in your plan to become more eco-friendly. It doesn’t stop there, you need to update them on your journey too.

To build a reputation for sustainability, you must appear as a leader and understand exactly what you are talking about.

When trying to figure out how to communicate with customers, acknowledge that some may not have a good knowledge of sustainability.

Therefore, communicating your processes and what exactly makes your products environmentally sound is essential while addressing your consumers’ specific concerns around sustainability.

Make your products more circular

Another way you can build a strong reputation for sustainability is by making your products more circular. This shows customers you are committed and taking action against issues like waste and pollution.

Additionally, making products circular often increases their lifespan, so you are ultimately creating more value for your customers. Implementing sustainable business practices will encourage your competitors and other companies to follow suit, and we are all trying to achieve the same goal here.

Circularity refers to reusing, recycling, and refurbishing products. Therefore, it could mean using materials or resources that would have otherwise been discarded to create a product or fixing a product to make it high-quality and usable again.

When thinking of how to make your products circular, it all comes back to trying to keep items in circulation for longer and avoiding disposal.

Circularity isn’t about reinventing the wheel but figuring out how to extend the lifespan of products and resources.

Build a more eco-conscious supply chain

One way to display your dedication and commitment is by looking at how you can make improvements in your supply chain.

Think about where your materials and resources come from, who your partners are, what their values are, and whether they are working towards sustainability.

Partnering with like-minded organisations can make a big difference and help you contribute even more positive change.

Take fashion, for instance, if you are working towards becoming more environmentally conscious, you need to know where the clothes are being created and who is creating them. Are the workers receiving a fair wage? What are their work conditions like? What is the environmental impact of the production?

Embed sustainability into your company’s mission and vision

The brands that have a strong reputation for sustainability are those that have recognised the correlation between sustainability and their business activities and goals.

These organisations have not made sustainability a separate goal but made it part of their reason for existing.

They have a purpose beyond generating profits and making sales. Sustainability is a factor in everything they do, and they consider it in every business decision that is made.

Beyond the positive benefits for the planet, showing this commitment can help them to win more customers, raise awareness, attract new talent, and build a better working organisation.

Set goals and genuinely measure your impact

In an effort to build a reputation for sustainability, you could run the risk of getting a reputation for greenwashing if you do not set goals and measure your impact.

Choose the issues you want to focus on primarily, set measurable objectives with timelines, and then measure your impact. For example, carbon accounting can give you a sense of your company’s carbon footprint and how it can be reduced.

Additionally, running a materiality assessment or completing ESG data tracking using popular standards like the TCFD reporting* can help you understand where you are with your sustainability targets. Doing this will help you understand your impact and how you can make improvements.

Without numbers or measurements, how can you know where you need to make changes?

Once you have defined your goals and measured your impact, communicate this in an impact report so your audience understands where you are on your journey, too.

Summary

According to Forbes, 88 per cent of customers will be more loyal to a business that supports environmental or social issues. They are choosing to support companies with a reputation for sustainability.

Addressing climate change will not only help you reduce your impact to protect the planet but also increase sales, win customers, and improve your brand image and reputation.

The best way to start your journey is to educate yourself and continue to learn about the latest updates. There are several courses available that could help you improve your understanding and implement practical steps that lead to building your brand.

*TCFD reporting - Task Force on Climate-Related Financial Disclosures

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The role of sustainable innovation in business strategy

Bronagh Loughlin — Wed, 10 Jan 2024 11:14:34 +0000

The role of sustainable innovation in business strategy

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Sustainable Innovation

Sustainable Business

Climate Innovation

Topic

Sustainable Innovation

Innovation, by definition, is “the introduction of something new.” The new refers to products and services but also enhancements in business models or business processes. Sustainable innovation, driven by concern for the planet and resources, integrates sustainability management into business practices.

What is sustainable innovation, and how does it differ from traditional innovation?

Sustainable innovation consists of making intentional alterations to an organisation’s services, processes, and products to create long-term environmental and social benefits while ensuring economic profits for the business.

This kind of innovation allows companies to invent and provide novel services or products that directly contribute to achieving global sustainability.

However, businesses can also innovate sustainably while providing existing services or products when they integrate sustainable product design into their processes.

Process changes can happen in a multitude of areas, including production, design, marketing, and human resources. Some may ponder exactly how sustainable innovation differs from traditional innovation. The first way they differ may be the most obvious.

Businesses that engage in sustainable innovation go further than merely seeking profits. They think of growth in the long term and about investing in people and technology-for-purpose for the future.

Sustainable innovation intentionally aims to further the climate agenda. It requires organisations to actively embed issues like climate change and human rights into their innovation processes.

Finally, sustainable innovations need systems thinking and sustainable collaboration. When businesses engage in sustainable innovation, they cannot simply focus on their own business. Rather, they must look more broadly at the entire system they are part of.

This includes other businesses, stakeholders and communities, and the natural environment. Ultimately, they have a quality understanding of exactly how their actions impact other businesses.

Why is sustainable innovation important for businesses?

Sustainability-oriented companies are more likely to survive and navigate crises, generate more revenue over the long run, and experience less share price volatility than those who do not focus on the environment.

Sustainable innovation can result in stronger business models, enhanced processes, newer market segments and so much more. It also helps to respond to consumer demand for more sustainable products and services.

A Deloitte survey has uncovered personal ethics play a significant role in career choices, and many are suited to work with purpose-driven organisations. In addition, businesses that care about the environment are generally more resilient compared to their competitors.

Those businesses that do focus on sustainability also have a better chance to produce more impactful and meaningful patents while embracing a broader thinking and learn from various perspectives.

How can sustainable innovation help the world?

Sustainable innovation embeds environmental protection in the ability to create new products which satisfy our needs in the long term.

Business as usual is no longer enough to tackle the environmental and social challenges our world faces. From large multinationals to micro-enterprises, all companies will have to innovate in order to survive and thrive in the future.

New thinking on how businesses can deliver primary business plans while creating improved socioeconomic and environmental benefits is a must for any organisation looking to become genuinely sustainable and ensure their place on the market.

Innovation is a critical ingredient in the new world of sustainability. It helps in distinguishing between the ‘followers’ and the ‘leaders’.

The business case for sustainability was previously based around business-as-usual elements like reputation, accessing a fantastic talent pool, cost savings, and resource efficiency.

However, leading organisations realise that within these environmental challenges, there are opportunities to re-invent services and products to achieve major market benefits.

Now, those who innovate sustainably can enhance energy efficiency, utilise more environmentally friendly materials, meet customer needs and alter behaviour, and get involved in the circular economy.

With all of this in mind, they can kickstart their journey to net zero, a transition all companies are bound to make sooner rather than later.

Developing a sustainability strategy

Below are some strategies and steps to help you get started.

Make sure you have achievable and clear goals and objectives

Sustainability has excellent potential to bring about business growth and success. However, this is only the case if you know what your specific objectives are.

Similarly, they must also be achievable for your organisation. You can do this by looking at the areas whereby your environmental impact could need some work and set timelines for those objectives.

Having these ideas will enable you to narrow down the scope of innovative ideas. This means you prevent the likelihood of vague and unclear initiatives, and you can meet your goals.

Make sustainability your company’s core value

This one is often a lot easier said than done, but everything your company does should adhere to a core value of sustainability. Making sustainability part of your culture will ensure that each decision you make already considers the ethical and environmental impacts of your actions.

Each manager, leader and employee needs to be aware of sustainable practices and ready to provide ideas.

The result of this is an expansion of your existing culture of innovation which will ultimately weave an environmental mindset into each new idea.

Be sure to make a public commitment to sustainability and leverage this

Dedicating your business to sustainability is not easy. Prioritising and reaching goals related to sustainability can be even more challenging. One of the reasons why commitments generally fail is because they are met with stakeholder resistance. A lot of the time, when given a choice, they would rather choose business objectives than sustainability targets.

This is particularly the case if these targets are unrealistic, vague, or they feel a lack of executive support. By making a public commitment to sustainability with clear targets, you make the first steps in being accountable. Publicly showing this dedication can open up a lot of opportunities for you to attract new customers, engage with current ones, and improve your bottom line.

By doing so, you also set the stage for the full company, encouraging and guiding each team member and stakeholder to focus their efforts on sustainability.

Sustainability should be part of each process

Another thing to note is that environmental practices do not just begin once a product is launched when the final idea is created or presented. Rather, it must be woven into each theme of innovation ideation and each facet of design from the moment of inception.

If you feel sustainability targets are an afterthought as opposed to a core part of every workflow and design, you could find it challenging to achieve them all.

Consider how hard it is, once the product is launched, to transform even the tiniest things like packaging. Sustainability should be thought about from the very beginning.

The time for businesses to take accountability and act is now, and sustainable innovation could be the missing piece to the puzzle. Sustainable innovation will not only enable your business to reap the benefits of sustainable business but also enhance efforts on global sustainability goals.

The key to progress with any problems is innovation and with the climate crisis, it is no different. For your business to succeed, it needs a thriving Earth to support it.

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EU to ban “climate neutral” and other sustainability claims

Climate Journal reporting — Mon, 08 Jan 2024 10:01:02 +0000

EU to ban “climate neutral” and other sustainability claims

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EU regulation

Article update:

On the 18th of January 2024, the EU Parliament gave the green light to the directive discussed in this article that will improve product labelling and ban the use of misleading environmental claims.

Highlights of the new regulation coming:

Generic environmental claims and other misleading product information will be outlawed
Only sustainability labels based on approved certification schemes or established by public authorities will be allowed
Guarantee information has to be more visible, and a new guarantee extension label will be introduced

Note:

The directive now also needs to receive final approval from the Council, after which it will be published in the Official Journal, and member states will have 24 months to transpose it into national law.

The original article below was published in November 2023.

Most companies are busy putting energy and resources into turning the wheel of their operation towards more sustainable business practices, measuring their environmental footprints and announcing sustainability strategies and pledges.

However, when it comes to communication, fighting greenwashing and deciding what is true and what is false regarding sustainability messages has become a major challenge for consumers, investors and other stakeholders.

According to the latest provisional agreement by the EU Parliament and Council, new rules are coming to ban misleading advertisements and provide consumers with better product information from 2026.

This proposal will hit hard on commercial communication using “generic environmental” claims or adopting questionable green marketing approaches.

These set of rules aim to combat greenwashing and help consumers make better purchasing choices.

The new regulation will banish the use of terms such as “environmentally friendly”, “natural”, “biodegradable”, “climate neutral”, or “eco” without proof of recognised excellent environmental performance relevant to the claim.

To combat misleading messages regarding a company or product’s carbon footprint that has become extremely popular, the new regulations will also ban claims based on emissions offsetting schemes that a product has a neutral, reduced or positive impact on the environment.

Practically, businesses must be prepared to have authentic and credible verification based on approved certification schemes or established by public authorities of any sustainable message they use regarding their products, services or the company.

Besides fighting greenwashing, the directive will also push commercial organisations to make guarantee information more visible, as many people are unaware that all goods enjoy at least a two-year guarantee in the EU.

The final vote by Members of the European Parliament is expected to take place in November 2023.

Upon approval, the directive will come into force, giving member states 24 months to incorporate the new rules into their law.

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A rising tide lifts all boats - The power of business sustainability education

Anonymous — Wed, 11 Oct 2023 09:23:48 +0000

A rising tide lifts all boats - The power of business sustainability education

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Training

Education

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Fireside chat with Máire Fay, Head of Sustainability, Education & Development, Dublin Chamber

Here at Dublin Chamber, our role, first and foremost, is to represent and support businesses of all sizes from all industries. We speak and lobby on their behalf, but we also listen – meaning we can offer a wide range of services relevant to the needs of businesses today.

I research, develop and lead new sustainability projects and continually innovate on existing ones, such as the Sustainability Academy, which was established in response to these needs.

Our classes are virtual but in a live classroom, taking leaders through all the critical areas of ESG, otherwise known as Environmental, Social, and Governance factors.

Máire Fay, Head of Sustainability, Education & Development, Dublin Chamber

From workshops on sustainability 101 to carbon strategy, from carbon footprint to the circular economy and green public procurement, our courses form a pathway that participants can follow from start to finish – or pick and choose what areas they wish to focus on.

It can seem like such an enormous undertaking, but Rome wasn’t built in a day – and neither is a good sustainability strategy.

We undertook extensive research, including our 2022 Sustainability Survey, conducted with Amárach Research and learned that many of our member companies wanted to take action but didn’t know where to start.

Many could see the benefit of having a roadmap but were unclear about how to do that on a practical level and where to start.

We wanted to demystify business sustainability and offer tangible support to help businesses through the process one step at a time.

That’s why we also offer one-on-one support along with the workshops, as we are keen to strip back the complexities and encourage action, not confusion.

We also see the separation of priorities as a barrier somewhat since organisations should embed sustainability into core business strategy as opposed to it being a separate policy.

All classes are held live online, allowing participants to learn from experts while discussing and brainstorming relevant issues with their teacher's assistance.

We see representation from all industries of all sizes with various motivations to take the courses, which is wonderful as it leads to diverse discussions and great idea-sharing.

One of the most valuable assets at Dublin Chamber is our network, so members can access our award-winning workshops, a robust community and various supports that will help them push forward in their efforts to be more sustainable.

A rising tide lifts all boats.

Sustainability Survey 2022 by Dublin Chamber.

It can be deliberating to find a community, a tribe of those in the same position or those who might be already on their journey. This is where the power of collaboration can never be underestimated. Especially when you are starting, it is good to know that you are not alone.

One of the biggest revelations during our course is that ‘it is doable’!

All these things will help you be honest about your sustainability journey – with yourself, your customers, employees and other stakeholders.

You can create a sustainability strategy to be as truthful and realistic as possible, making your objectives and timelines more achievable and strengthening your position towards reaching your goals.

We are delighted to see more companies choosing to upskill in this area based on market needs. This happened with Cpl, Ireland's most prominent and longest-standing recruitment agency.

They noticed a significant increase in supplier requests for sustainability criteria and were unsure where to begin answering them.

Since 2020, Cpl has made significant progress and has gone from a limited knowledge of sustainability to developing their first sustainability strategy and report, establishing baseline data and disclosing it to the CDP (Carbon Disclosure Project).

While they did bring in external support to execute their plans, they gained a strong foundation of knowledge.

Looking at our progress and seeing companies going through transformational changes, I have noticed that once you are in, you are in. Once you care, you care.

It certainly has been a challenge to raise awareness of the importance of running greener businesses, but I can honestly say that it’s also been so rewarding.

Word of mouth has been so valuable to us, and it is also a great vote of confidence to know that our participants are happy to recommend their experience.

Besides, we also use various channels to communicate sustainability topics to our members, aiming to make it as easy as possible to understand the relevance and access support.

Knowledge is power. The more you know, the more informed your decisions will be.

It is a challenging landscape out there at the moment, and the recently published IPCC (Intergovernmental Panel on Climate Change) Synthesis Report offered some very sobering data.

However, I’m a dyed-in-the-wool optimist and believe we can achieve astonishing change as a global community.

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Digital business hub to drive sustainability in the CEE region

Bronagh Loughlin — Tue, 12 Sep 2023 11:14:09 +0000

Digital business hub to drive sustainability in the CEE region

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Education

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The World Wildlife Fund (WWF) has launched a digital information hub for sustainable business solutions in Central and Eastern Europe to support businesses on their journey in fighting the climate crisis.

The platform is called “The Future of Business” and is freely accessible to all interested parties, including start-up innovators, elected officials, corporate leaders, and sustainability experts.

The Future of Business online information hub is powered by WWF and provides insights on sustainability and climate action. Image: WWF

“We have created “The Future of Business” with the purpose to examine what the future of our region could look like and how to shape it in favour of people and nature,” shares Peter Baráth, Regional Director of Marketing and Partnerships at WWF-CEE.

He highlights that the main objective of creating this platform is to ignite the vital conversation on the business case behind sustainability in this region.

The platform will unfold five themes: climate leadership, water and forest stewardship, finance and food systems.

It is hoped to offer the business sector actionable insights on the most recent credible sustainability practices relevant to specific industries and in the future there will be sector-based events to share more experience and knowledge.

The hub currently has three different forms of media available, such as articles, podcasts, and videos.

Peter Baráth adds:

“It is designed for passionate change-makers who want to generate a positive impact for both the business sector and the planet”.

Also available on the platform is “The Future of Business” podcast, supported by VELUX, the world’s leading manufacturer of roof windows.

In addition, a virtual library with practical guidelines and scientific reports is yet to come.

The hub was created with the vision to examine what the future could look like and how to shape it in favour of nature and people.

To begin, the platform will share knowledge on primary themes, including water and forest stewardship, climate leadership, food systems, and finance.

The first episode of the “The Future of Business” podcast explored how businesses can push for the transition to a net-zero economy, focusing on corporate climate leadership with guest speakers including Lubomila Jordanova, founder of an award-winning platform for decarbonisation called Plan A.

The WWF created this platform as they recognise that businesses have a critical role to play in the fight against biodiversity loss and climate change.

Publicly listed businesses are responsible for around 40 per cent of all climate-warming emissions, and while their impact is significant, this is also an opportunity.

As one of the largest and most seasoned independent conservation organisations, the World Wildlife Fund believes the private sector can transform into a driving force for the transition to a nature-positive and net-zero economy.

Education can be a barrier to climate action for businesses, so the arrival of more informative hubs, insights, and tools is crucial in helping to make change happen.

The mission of WFF is to halt the deterioration of the planet’s natural environment and create a future in which people coexist peacefully with nature.

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How to get people involved with sustainability and keep them engaged?

Anonymous — Thu, 07 Sep 2023 12:40:58 +0000

How to get people involved with sustainability and keep them engaged?

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Business

Sustainability Communication

Topic

Expert opinion by Joanna Mulkeen, Founder of One Step Closer

In the past years, more and more companies put efforts into managing their carbon emission and pledging to become net-zero while introducing other sustainability practices.

However, most companies and organisations have no measures of how successful their sustainability communications are in reaching and influencing their audience, and there are often no set KPIs for active audience engagement.

But this is about to change. New regulations, like the Corporate Sustainability Reporting Directive (CSRD), will require companies and organisations to map and report on their engagement efforts starting in 2024.

People trust companies and organisations more than governments, media and even NGOs to bring changes to sustainability, according to Edelman’s Trust Barometer 2023 report. It also found that climate change concerns people more than nuclear war, inflation and food shortages.

There is a growing demand amongst consumers and employees alike to align with organisations and companies and look at them as ‘partners for good’.

I created One Step Closer, a unique Sustainability Engagement Engine, to allow people to engage with organisations’ sustainability actions in an easy and fun way, immediately seeing their actions’ impact.

I work with organisations to help them extract simple sustainability stories linked to bigger commitments and design engagement campaigns that allow their audience to vote directly and influence these actions while we communicate the results and the proven impacts.

Joanna Mulkeen, Founder of One Step Closer

However, citizen engagement is a hard nut to crack.

One of these challenges is that consumers want organisations to take sustainability actions but often don't believe what they say.

Then there is the complexity of sustainability challenges and strategies that can make it hard to create simple messages and translate them into campaigns.

Also, some organisations are shying away from publicly discussing their sustainability agenda as they fear being accused of greenwashing and any potential backlash.

Many organisations fear that simple sustainability messages will convey an insincere sustainability commitment.

Although, we have found just the opposite to be the case, as these straightforward campaigns can help anchor complex messages in a tangible and personally relevant way.

Also, organisations are holding back because not all aspects of their operations might be perfectly sustainable.

Sustainability mastery is impressive and sometimes inspirational, but as stories, they are often presented as passive pieces of content.

Journeys, however, are an invitation to explore together and perfectly placed to tell stories about intentions, failures, commitments, sacrifice and success – celebrating milestones along the way.

Probably one of the most used tools where complexity can become a barrier in this space is sustainability reports. But honestly, who wants to read a report? Why not let your audience become a part of it?

A perfect sustainability track record absolutely should not be a starting point.

If you have already done everything, how could people get involved?

It is human nature to ‘connect’ with stories that are not finished rather than the ones that are.

We have developed the ENGAGE Model for the One Step Closer platform with a focus on community actions around sustainability:

E – EMPOWER citizens by asking them to vote and influence positive outcomes

N – in a NEUTRAL space away from marketing fluff

G – make sure it’s GREGARIOUS so people can share

A – with ACTION-BASED activity that makes a difference

G – prove it’s GENUINE by showing the impact

E – ensure that it is EMPIRICAL so you can learn every time you do anything

I believe following this logic can help take small but meaningful steps towards common goals, and I have seen them deliver results beyond expectations.

One of our campaigns for Trinity College Dublin (TCD) in Ireland aimed to raise awareness about the importance of biodiversity and ‘nature spaces’ in our cities.

We asked students, staff, and the general public to vote if TCS should rewild the iconic 400-year-old lawns on their campus in the heart of Dublin.

The campaign attracted nearly 14,000 votes, with 90 per cent in favour of choosing wildflowers. It also generated over 50 pieces of media coverage nationally and abroad.

This simple yet powerful project gave participating citizens a sense of personal ownership of these wildflower lawns and a clear emotional connection to the sustainability challenges around biodiversity.

Citizen engagement campaign at Trinity College Dublin. Image: One Step Closer

We need to see examples of actions that work, and this is where the role of media is vital and how they report on sustainability challenges, inspiring people to regain faith that efforts and shifts in how we live are worthwhile.

Headline image: Getty images

This article is an extract from content originally published in the Circular Economy in Action special edition of the Profit with Purpose Magazine - you can read the full article and other features in the magazine.

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