How M&S have marketed the Plan A programme has played a key part in their success and brand awareness. From producing infographics showcasing their statistics, to their ’look behind the label’ poster series and lorry advertisements, they highlight how they’ve reduced their fuel emissions. All of these marketing methods are promoting M&S as a highly sustainable business, allowing them to increase their profitability by encouraging customer loyalty.
Now, not all businesses will have the budget available to create a programme on such a large scale, but this example demonstrates how promoting your environmental achievements can help your business to reach a wider audience. Using both online and offline campaigns will position your business to become highly regarded by those looking to shop in sustainable businesses, thus increasing your profitability.
Longer Term Solutions Have Upfront Costs
Although you might feel positive about your business becoming an advocate for a greener future, completing your journey to becoming a sustainable business won’t happen overnight. You might have established that being environmentally friendly is important to your business, but have you considered all the implications that will be involved in the process?
Before putting your sustainable solutions into practice, it’s essential that you develop a strategic plan and understand how long it will take to implement and, most importantly, how much it will cost. Shorter-term solutions, such as changing your energy supplier, or simply switching to energy saving lighting won’t require as much planning or funding, whereas longer term solutions will have more upfront costs. For example, if you’ve noticed your current IT equipment is consuming far too much energy, more efficient replacements might be required, which could become an expensive, drawn-out process. In this instance, a loan might be required to help increase your budget, you can find out how much you could borrow using a business loan calculator.