How to make your business more environmentally sustainable and how to avoid greenwashing

Since 1970, carbon emissions have increased by around 90%. It’s everyone’s responsibility to do their bit to ensure our planet stays around for as long as possible.

Large corporations and governments can have the most significant impact, but small to medium size businesses collectively have the power to make sizeable changes too. This will be of benefit to your business as well as to the environment. 

Why should my business be more environmentally sustainable?

A green business considers the impact on the environment and the future of the planet in its activities. This is good for Earth, it feels good and can also be commercially advantageous.

Five commercial reasons to be more environmentally sustainable:

1. You’ll grow a positive reputation and brand image.
2. It will set you apart from the competition.
3. You’ll attract like-minded clients.
4. It can help you to attract and retain talent.
5. You can save money by reducing your costs and bills.

What is greenwashing and how can I avoid it?

Greenwashing or “green sheen” is when organisations mislead their customers by marketing themselves as environmentally friendly without actually caring or putting the necessary practical work in place.

Prominent examples of greenwashing:

• The Volkswagen emissions scandal – Volkswagen was ordered to pay a $2.8 billion fine for “rigging diesel-powered vehicles to cheat on government emissions tests”.

• McDonald’s paper straws – McDonald’s describe their straws as eco-friendly, but their thickness means that they can’t be recycled.

• H&M – The Norwegian Consumer Authority accused H&M of greenwashing, saying it provided insufficient information on the true sustainability of its conscious collections.

• ‘100% recyclable’ plastic bottles – although plastic bottles are 100% recyclable, companies like Coca-Cola only actually use 20% of recycled plastics to make bottles. It needs to be 100% recycled, not recyclable.

Don’t claim you have green credentials unless it’s something you proactively care about and take action on, and it goes without saying not to use sustainability claims to try and disguise your downfalls.

How can my business be more environmentally sustainable?

It’s fine to start small, don’t get overwhelmed but all the different things you could do. Choose a couple of things that will be easiest and most beneficial for you then you can always add to them.

There are three main ways that you can reduce your environmental impact:

1. By reducing your pollution and energy usage.
2. By increasing your reliance on renewable energy and recycled materials.
3. By offsetting any negative environmental impact.

17 ideas on how to make your business greener:

1. Go paperless or minimise paper waste by printing less and printing double-sided.
2. Recycle as much as you can, including paper and ink cartridges.
3. Separate your food waste.
4. Get involved in local projects.
5. Plant trees.
6. Organise a litter pick.
7. Use local businesses.
8. Use ethical suppliers – you can switch to an ethical bank and a green energy supplier.
9. Buy and use recycled materials and products where possible. 
10. Walk, cycle, take public transport or car share where possible.
11. Use solar panels.
12. Work from public spaces instead of working from (and heating your) home.
13. Be mindful of your data usage – every email you send, every website you visit uses energy.
14. Minimise use of water and electricity.
15. Put on an extra layer before putting on the heating.
16. Work with people who share your values.
17. Donate a percentage of your annual profits to a green cause.

Write a social responsibility policy

If you are keen to operate your business in a way that is mindful of the planet and you aim to keep your impact on the Earth’s resources to a minimum, then create your own social responsibility policy to tell people how you’re doing it and what you’re committed to.

Your social responsibility policy can be broken down into four areas:

1. Environmental – how you aim to be greener
2. Ethical – operating in a fair manner
3. Philanthropic – how you aim to make society a better place
4. Economic – financial decisions aren’t just made with profit in mind but also with social responsibility in mind

Don’t be afraid to talk about what you’re doing on your social media and in your marketing – you will help to inspire others, attract like-minded partners, and you can gain a competitive advantage.

Further reading

• How to create a greener accountancy practice
• Why a 4 day work week can boost productivity
• Introducing corporate social responsibility into the workplace

Sophie Cross is the Editor of Freelancer Magazine and a freelance writer and marketer at Thoughtfully.