Something has changed in the way businesses approach sustainability. And if you haven’t noticed it yet, you’re about to lose opportunities to competitors who have.
For years, vague sustainability claims were enough. A few buzzwords here, a green logo there, and businesses could tick the box. But that era is over.
The New Reality
The businesses we work with have become sharp. They can spot hollow sustainability claims a mile away.
They’re asking harder questions. They want proof. They want metrics. They want to know exactly what “sustainable” actually means in practice, not just in marketing copy.
More importantly, they’re making purchasing decisions based on whether they trust the information they’re given. If your sustainability position feels vague or performative, they’ll move on to someone who can back up their claims with real data.
Why This Matters
This isn’t just about doing the right thing environmentally. It’s about competitive advantage.
When a potential client is choosing between you and a competitor, your sustainability position could be the deciding factor. It signals that you’re transparent, trustworthy, and genuinely invested in long-term thinking.
If you can’t clearly articulate your sustainability position with actual evidence, you’re at a disadvantage.
What “Genuine” Looks Like
Genuine sustainability isn’t about perfection. It’s about honesty and progress.
Real metrics you can point to. Carbon reduction targets. Waste management data. Supply chain transparency. Whatever is relevant to your industry.
Being clear about where you are now and where you’re heading, rather than making grand claims you can’t substantiate.
Time to Get Clear
Ask yourself: if a potential client asked you to prove your sustainability claims tomorrow, could you? Would your answer be backed by data, or would it be good intentions?
The businesses winning new clients right now are the ones who can answer confidently. They’ve moved past greenwashing and into genuine, measurable action.
Your competitors are paying attention to this shift. Your clients certainly are.
The question is: are you?
