green washing

Adopting Sustainability to Drive Business: The Intangible Value Created by Sustainable Business Practices

Adopting Sustainability to Drive Business: The Intangible Value Created by Sustainable Business Practices

A business’s good reputation is one of its most important assets. Reputations impact on your ability to attract and retain the best people and secure customer loyalty. A good reputation can also give you the opportunity to charge a premium for goods and services and give you a competitive advantage when similar goods or services are available at a similar cost and quality. Sustainability is still an emerging concept for business. Those performing consistently well can use sustainability as a lever for enhancing their reputation and differentiating themselves from competitors. As sustainability becomes more mainstream – and it won’t take long – then those without a sustainability strategy will experience the damaging effect of a bad reputation. Reputation enhances business value Studies sho... »

Businesses’ Green Credentials: Shoppers Sceptical

Small businesses taking steps to help the environment may not be generating much positive PR from it, research from the Carbon Trust has found. The Carbon Trust survey of 1,000 consumers found that 53 per cent believe that businesses only implement green and sustainable policies to gain publicity. In addition, 56 per cent are more loyal to firms that can provide evidence of their green credentials. “It’s clear that ‘green washing’, over-claiming and excessive jargon have created mistrust of brands.” said Carbon Trust Standard general manager, Harry Morrison. “The good news is that by taking voluntary action now to measure, manage and reduce their impacts, there are huge opportunities for brands to stand out from the crowd.” Managing director of small business Kell S... »