Today’s consumers favor businesses that try to make a positive impact on society and the environment. Last year, Nielsen found found that nearly 75 percent of millennials are willing to pay more for a sustainable product.
Two years ago, we decided it was time to push ourselves and our employees toward an authentic mindset of sustainability that’s aligned with our brand. We began working toward certification as a B Corporation to demonstrate our commitment to the highest standards of social and environmental responsibility.
One step was to review all the products we use at the office to ensure that we buy from other companies that are committed to sustainability. We even changed the coffee we drink. To make it fun, we created a month-long tasting poll, introducing a new sustainably sourced coffee each week.
But the work wasn’t all this simple and easy. In fact, it can be quite hard to become a certified B Corp — and it should be; it should require rigorous commitment. Too often, unsubstantiated claims are tossed around, and such greenwashing can affect how sustainability efforts are perceived. But when it’s clear your effort is genuine, you’re in for some unexpected benefits — from key millennial hires to new business partnerships with like-minded companies.
Here are some tips we learned along the way.