Sustainability has become a non-negotiable part of running a business. Today’s leaders see it as much more than an environmental obligation, driving growth, brand trust and employee satisfaction. From shaping operations to inspiring consumer loyalty, sustainability is now influencing decisions at every level.

More than four in five (84%) leaders think measurement and company-wide KPIs are effective in delivering positive sustainability outcomes. Supply chain carbon footprint audits can lay the ground for change.

For many leaders, the conversation that centers around sustainability has shifted from ‘why should we do it’ to “how can we do it”. However, many boards don’t know where to begin. But  forward thinking organisations are embedding sustainability into their strategies through:

  • Company wide KPIs
  • Supplier collaboration
  • Reformulation of menus
  • Involvement with industry bodies
  • Focus on innovation and technology

THE EMPLOYEE PERSPECTIVE

The modern workforce, particularly younger generations, cares deeply about sustainability, and these values increasingly influence career decisions. For today’s employees, sustainability is a workplace expectation and businesses that embrace sustainability not only gain a competitive edge in recruitment but also see stronger staff engagement and retention.

Employees want to feel that their employer contributes to something meaningful and sustainable practices offer a direct way for organisations to align with their employees’ values. Research indicates that 70% of employees believe sustainability efforts, such as waste reduction and improved packaging, benefit both the environment but also the company’s bottom line.

Nearly half (47%) of leaders think their staff engage well with sustainability practices—but 7% disagree and 45% are neutral.

Business leaders we spoke to believe their sustainability strategies are making progress and satisfying their staff and guests, although they’re aware that more needs to be done. Leaders must actively involve employees in shaping sustainability goals and recognise their contributions to foster engagement. 

Shereen Ritchie, CEO of Buns From Home, emphasises the importance of listening: “Taking the information that a team tells me and then doing nothing is even worse than not asking about it… you have to use the data you collect and show actions—otherwise they’ll lose faith.”

THE CONSUMER PERSPECTIVE

Consumers are more informed and value driven than ever before, and brands that demonstrate genuine commitment to sustainability are reaping the awards. For many buyers, sustainability is no longer a ‘nice-to-have’ feature but an expectation that influences purchasing decisions.

Only just over a third (37%) of leaders think consumers recognise the sustainability efforts that their company is making. Not all guests are motivated by this issue, but the ones who are engaged are increasingly demanding about the brands they use.

While not all consumers prioritise sustainability those who do present a valuable opportunity for businesses to grow a loyal customer base. The key to earning this loyalty lies in transparency about a business’s environmental efforts. Those that actively showcase their sustainability milestones and initiatives stand to build deeper trust and longer-lasting relationships with their customer base. 

Mark Chapman from Zero Carbon Forum stresses the need to communicate clearly: “People feel like they need to do the right thing, but we try to message it around business imagination and efficiency, and what your brand means to your investors, employees, and customers.”

EXTERNAL ROLES 

Despite internal progress, many leaders recognise the need for external support to achieve their sustainability goals. “Nearly three quarters (72%) of leaders agree they need more support from government if they are to achieve their goals—especially via grants and subsidies.” 

Industry collaboration also plays an important role with 62% of leaders believing that initiatives like Zero Carbon Forum are effective in driving positive change. Collaboration allows leaders to share insights, gain direction and amplify the collective impact of sustainability initiatives.

Sustainability has evolved into an essential aspect for modern business. And leaders must rise to the challenge by embracing innovation, collaboration and transparency. Whether it’s setting measurable KPIs, engaging teams or reformulating menus for consumers desires, the road to sustainability offers an opportunity to create positive environmental impact while driving success. If you want to find out more about what business leaders think about sustainability, download our Sustainability Matters Business Leaders report now. 

Curious to learn more? Download our Sustainability Matters Business Leaders Report to explore in-depth insights into how leaders are driving sustainable change.