Talking up the environment

Many OS businesses are becoming more sustainable in their working practices and the products they sell, but this needs to be communicated effectively to other stakeholders to leverage the full benefits

The recent COP26 conference in Glasgow highlighted again of the importance of reducing the number of harmful emissions into the atmosphere to slow the effects of climate change. Many consumers now look to not just the environmental credentials of a product before buying, but also to those of the companies that make or sell it, which means businesses need to show what they are doing to that end.

For Dr Liz Wilks, from APP, fundamental to the sustainability of any organisation is the ability to look within to review and enhance processes and policies, as well as outside the organisation to learn from global standards and best practice. “For a start, it’s important to establish responsible and transparent procurement policies that take a holistic product view, starting at the ground level with raw material sourcing,” she says. “When done properly, these benchmarks and measurements take into account the use of natural resources, biodiversity, high carbon assets, energy sources, animal welfare, fair wages, education, healthcare, gender equality and much more.”

However, she adds that the success of any sustainability programme relies on open, two-way, communications with stakeholders such as industry associations, customers, environmental groups and governments. “As an example, APP routinely hosts stakeholder advisory forums, leverages newsletters and social media, and establishes working groups to help guide and create a sustainable supply chain to align its actions with customers and stakeholders,” she says.

“Sustainability can be leveraged by companies as a strong value proposition for customers. Products and companies that demonstrate a positive impact on the environment will help nurture customer loyalty, build product differentiation and, ultimately, drive consumer traffic and sales.” 

Make it easy for customers

Elisabete Wells, market manager at ACCO, agrees that the environment has become more of a priority for customers. “Resellers should make it as easy as possible for customers to find environmentally-friendly products via ecommerce and printed materials,” she says. “Clearly showcasing that a product is recyclable, made from recycled material, CO₂ neutral – or comes in plastic-free packaging – can make a huge difference for the customer by making it easier to shop for products that align with their values or personal green goals.

“It can even be the deciding factor for a customer who may be debating between various products. So, while this may seem like a small action, it helps play a crucial role in promoting the use of sustainable products and cutting down on wasteful activities that harm the environment over time.”

ExaClair, as part of the Exacompta Clairefontaine group, has also been enhancing its environmental credentials in recent years. For example, the company uses pulp from sustainably managed forests and its sites are powered by clean, converted, energy, as well as continuously promoting recycling and waste limitation, according to marketing manager Lawrence Savage.

Effective communication

Lawrence explains that ExaClair has been expanding its communication channels and library of marketing collateral over the past few years by incorporating more information into product labels and packaging, as well as by developing a wider range of dealer training reference materials and online support. “This includes a number of new brand videos and links to available non-financial performance declaration (formerly CSR) documentation,” he says.

Talking about a company’s environmentally-friendly products and business practices is only going to become more important in the future, says Lawrence. “When taking into account governmental initiatives, such as the upcoming plastic tax, as well as people of Generation Z making up about 40% of all consumer markets, sustainability is set to continue to be a massive influencer within the purchasing decision process,” he says.

“Recent surveys have shown that 62% of ‘Zoomers’ prefer to buy more sustainably sourced products. Many product lines are being developed to carry the Blue Angel, PEFC™ or FSC® accreditations. As we move deeper into 2022 we’ll be launching further ecologically-aware ranges throughout our brands.”

More than lip service

But if a business is going to promote its eco credentials, this must be backed up by action within the business. “Don’t ‘greenwash’; this is not just about office supplies but about how you run your business so your customer may have greater expertise than you do,” says industry expert Toby Robins. “Respect that. Be honest. Seize the opportunity to draw on their expertise to work in partnership.”

Having been involved in eco policies in the sector for more than 30 years, Toby has advice for businesses at the outset of the journey. “If you don’t know where to start, begin with a policy statement to show your commitment,” he says. “Then create a baseline by measuring where you are currently at so that areas to address can be identified and celebrated for progress.

“Why not do a staff survey to ask how important the issue is to your teams and whether they feel you are leading or a laggard? Pick your top 10 customers and check out their websites to understand how important it is to them. Pick your top five competitors and check out their websites to see if you are at risk of losing business on green grounds, and to understand what you need to do to become a leader.

“There is absolutely no doubt that sustainability will become increasingly significant to how you operate and go to market. From an environmental perspective, the government has legally binding commitments to reduce the UK’s carbon emissions, and all businesses are part of that. The increasing frequency of extreme weather events as the climate changes requires resilience planning; just remember how many times wholesalers have sought your forbearance following flooding events around the country. Socially, the equality, diversity and inclusiveness agenda has gained huge momentum. If you don’t think this matters, then consider that 15 years ago the TUC required a breakdown on staff gender and ethnicity matched against seniority in the company. This wasn’t a ‘tick box’ exercise as we were grilled on it during our, thankfully successful, bid.

“Don’t look to the past; embrace the market demands of the future.”