Tips for a more comprehensive and viable business view.
2017 has been a year where committing to a more sustainable future benefitted a variety of brands and companies. Not only did it boost instant popularity, it has also been a deliberate long term strategy. And for good reasons.
Although one can say that the majority of customers might not want to – or can’t afford to – spend a little more on sustainable brands, one cannot deny a growing awareness of trying to take more care of our resources and our planet. A favourable brand image can take you a long way. If you don’t practice what you preach, however, this image will deteriorate (alongside with a lasting imprint on your revenue).
A more comprehensive business view entails taking a broader view; where your business is connected to society, and society connected to you. Both are linked with nature and to the imprint we leave on our surroundings. In these global times, your actions and (tone of) voice is not only restricted to your local region, but also to the wider world. People catch information from social media, from (even distant) acquaintances and from connections all over. The world is indeed interconnected, especially when you least expect it to be.
Deep down, even the most profit -driven business leaders should realise that it takes a little effort to make sure we act businessworthy. Thinking more circular than angular shows both a concern and a commitment for what is around us, independent of it being people or planet. It will pay off, but not only on your business account.
Tips for a more comprehensive and viable business view:
- Focus less on short term results.
- Re-evaluate your vision and mission statement.
- Invest more in your workers’ wellbeing and opinions.
- Set aside a sum for R&D; benefitting both your business and beyond.
- Be honest about the current situation and set goals for where you want to be.
- Communicate clear and consistent messages both internally and externally.
- Swap out board members and leaders that do not support or reflect your vision.
- Openly support (or start your own) sustainability initiatives to send a strong signal for others to follow. It might even position you as a thought leader, or “top of your class” within your regional area, line of business, or expertise.
- Accept that you cannot always base your decisions on what brings revenue in the short term.
- Invite customers, employees, associates, other stakeholders and near-by citizens to give open input on your brand and ways of doing things.
- Consider collaborations across companies and sectors to join forces.
This time of year is for many a time for reflection of what has been, and what should come in the next. Make sure it somehow is anchored in sustainable, long-term goals linking beyond business, and I can assure you 2018 and the years to come will bring results.