At Emerger Strategies, we partner with fishing & outdoor brands, brands who sell to big box retailers (Walmart, Target, REI, etc.), and industry associations to ensure they receive world-class sustainability consulting that keeps them in compliance with regulations, helps them achieve their sustainability goals, all while making the business case for sustainability. However, as businesses navigate economic turbulence, many take a defensive stance, cutting costs, reducing investments, and playing it safe. But this “batten-down-the-hatches” approach can lead to stagnation or even decline, leaving them vulnerable in the long term. This is where sustainability, often viewed as a luxury during tough times, actually becomes a powerful tool for playing offense. By proactively investing in sustainable strategies, businesses can differentiate themselves, streamline operations, foster customer loyalty, and even gain a competitive edge. Here’s how sustainability helps companies forge ahead while their competitors lag.
1. Build a Resilient Brand
In uncertain times, consumers prioritize brands they can trust. A commitment to sustainability demonstrates resilience, transparency, and responsibility, strengthening your brand’s reputation. Sustainable brands align with the values of today’s conscientious consumers, creating a more loyal customer base that feels good about supporting a company that’s committed to a positive impact. Competitors may see reduced brand loyalty as customers lose faith in those focused purely on short-term profits. We helped our client, RepYourWater, significantly increase their customer loyalty through credible communication on their sustainability journey.
We worked with them to complete an annual Sustainability Assessment, collect social and environmental baseline data, delivered an annual sustainability, achieved zero waste operations, and become Climate Neutral Certified. The results? A 16.9% increase in the annual number of orders that come from loyal, repeat customers, and 19.6% increase in the annual amount of revenue from those same loyal customers!
2. Cut Costs through Efficiency
Sustainability isn’t just about idealism; it’s also about operational efficiency. By identifying and minimizing waste, optimizing energy consumption, and improving supply chain management, sustainable practices can directly reduce costs. As your competitors scramble to cut corners, your business can proactively cut costs in ways that add long-term value. For example, investing in energy-efficient technologies and renewable energy can significantly reduce utility costs over time, ultimately making your business more resilient to economic fluctuations.
We partnered with Z-Man Fishing Products who wanted help measuring and improving their sustainability performance, as well as making the business case for sustainability. We started by completing a Sustainability Assessment and collecting baseline economic, social, and environmental baseline data, and we quickly discovered that they were using a lot of energy and that their energy costs would continue to rise, so we eliminated their energy utility bill with solar power, saving them $80,000 per year!
3. Drive Innovation and Capture New Markets
When companies focus on sustainability, they often find new, creative solutions to industry challenges. From developing more sustainable products to implementing circular economy models, sustainability can unlock new opportunities and markets. While others are playing defense, companies that play offense by innovating sustainable offerings can capture new market share. Additionally, sustainable product lines can command premium prices, providing a financial boost and positioning your brand as a leader in innovation. Consider the opportunity if your company releases new products or packaging that are more sustainable and incorporate new materials that are better for the Planet while your competitors hunker down. We are proud to partner with A New Earth Project to help deliver sustainable packaging solutions for our clients!
4. Attract and Retain Top Talent
The workforce increasingly favors employers that share their values, especially younger generations. Companies with a strong commitment to sustainability are better positioned to attract and retain top talent, even when competitors are facing hiring challenges. Investing in employee engagement through sustainable practices—like remote work, volunteer opportunities, and reducing the company’s carbon footprint—can also boost morale, productivity, and loyalty. In Let My People Go Surfing, Yvon Chouinard says they receive thousands of applicants for every job they post because of their stance on the environment. I had an opportunity to meet Patagonia’s VP of Environmental Initiative, Rick Ridgeway and asked him, “aside from minimizing Patagonia’s impact on the environment, what would you say is the greatest business benefit of sustainability?” Ridgeway responded, ” I would say the number one value is recruitment and retention. Young people increasingly are only willing to work for companies committed transparently to shared value, and employees remain at companies longer when the companies are aligned with their personal values.”
5. Future-Proof Against Regulations
Sustainability-focused companies are better prepared for inevitable regulations on carbon emissions, PFAS, and extended producer responsibility (EPR) requirements. By embedding sustainable practices into operations now, businesses can stay ahead of policy shifts and avoid the costs and disruptions of last-minute compliance efforts. This proactive approach not only reduces risk but also offers a sense of stability to customers, investors, and employees. We have helped dozens of our clients measure their scopes 1, 2 & 3 GHG emissions, set science-based targets, create and execute climate action plans that ultimately reduce their emissions, and we are partnered with Atlantic Packaging and can help your brand stay ahead of packaging EPR rules taking effect.
6. Enhance Customer Loyalty through Purpose-Driven Marketing
Consumers increasingly seek brands that align with their personal values, especially during uncertain times. By clearly communicating your sustainability initiatives and authentic commitment to the environment and social responsibility, you can deepen customer loyalty and build a strong emotional connection with your audience. Purpose-driven marketing that authentically highlights your sustainability journey can make your brand stand out from competitors who may be solely focused on survival. For example, we helped Blue Sky, who makes paper planners and sells them to big box retailers like Walmart and Target not only measure their overall sustainability performance, but demonstrably improve their sustainability performance, which is critically important to Walmart and Target. We also helped them launch a greener product line called Blue Sky Green Earth, which is a category that is growing for them. Finally, we helped them communicate their successes and failures transparently through their annual Sustainability Report. The results? Loyal customers.
7. Improve Supply Chain Resilience
With disruptions becoming increasingly common, a sustainable supply chain is essential. By sourcing responsibly, partnering with transparent suppliers, and reducing dependency on vulnerable materials or regions, your company can ensure a more resilient supply chain. As competitors struggle with interruptions, backlogs, and delays, a sustainable supply chain positions your business to consistently deliver value, reinforcing your reputation and reliability. We work with our clients to assess water, climate, nature, and biodiversity risks so that they mitigate risks which improves their resilience.
8. Win Investors with Long-Term Vision
Investors recognize that sustainable businesses are better positioned for long-term growth. As a company focused on sustainability, you can attract impact investors and those prioritizing Environmental, Social, and Governance (ESG) criteria. While competitors may cut corners to appeal to short-term investors, companies that embed sustainability into their strategy can capture the attention of more forward-thinking investors who value resilience and purpose.
Conclusion: Sustainability as an Offensive Strategy
Sustainability is no longer just a “nice-to-have”—it’s a business imperative that can propel growth, resilience, and differentiation, especially during challenging economic times. While competitors may retreat, businesses that integrate sustainability into their core strategies can play offense, capturing market share, enhancing customer loyalty, and securing a stronger financial position. By investing in sustainable practices, companies can create lasting value, securing their future while competitors are forced to catch up.
Ready to take the lead with sustainability? Contact us to explore how we can develop a sustainable business strategy that gives you a competitive edge and drives success—even in challenging times. Also, if you are a local business in Charleston, we are offering the Emerger Strategies Sustainability Boot Camp, which is a fantastic value created to help local SMEs make the business case for sustainability!
