Getting Inside the Sustainable World
You can hardly pick up a newspaper today without seeing the word "sustainable." Consumers may not be sure what it means, but they know they want the businesses they support to operate sustainably.
Source: Kevin Higar, Technomic
"Sustainability is becoming a brand definer," says Mark Crowell of CuliNex, a consulting firm in Bainbridge Island,Washington. Many companies, especially in the food realm, are distinguishing themselves from competitors by embracing sustainable practices—and publicizing it.
Addressing volume foodservice professionals at the CIA's Flavor, Quality & American Menus conference, another business consultant echoed Crowell's comments. "You need to get inside this 'world of sustainability,'" urged Alison Worthington of the Hartman Group, which has researched consumer attitudes on the topic. "It's a seminal trend in food."
Sustainability doesn't necessarily mean buying organic, or using recyclables. The definition depends on the user, but many would agree with Crowell's simple notion that it means leaving the world a better place than we found it. He highlights at least four dimensions:
- Social justice: Are workers paid a fair wage and provided decent working conditions?
- Energy usage: Are you taking steps to conserve?
- Inputs: Are you minimizing inputs and using renewable resources where possible?
- Waste stream: How are you handling the trash?
To many of your customers, social issues are as important as environmental issues, says Worthington. Tell them how you treat your workforce or how you contribute to the community.
Customers may not use the "S" word, but they want to know that you're engaged in the community, says Worthington. They are willing to pay more for goods and services they perceive as sustainable, and they believe their purchases have more impact than their votes.
"As you do things that strengthen community, you'll find that customers often reciprocate," says Kevin Higar, a consultant with Technomic in Dallas.
Research shows that many people are looking to "do the right thing"—especially if the tradeoff is minimal. Just think about home recycling, which didn't take off until it went curbside.
"You have to make it easy for people to participate in sustainability," advises Worthington. Surveys show that plastic food packaging is a big concern, so anything you can do to eliminate or minimize it will make a big impression.
"Consumers understand that sustainability is a journey," says Worthingon. "They want to know the values of your organization. Share your plan and open up a dialogue."
