Challenge
Sustainable development is a systemic concept which, when taken as a whole, can be complex to understand, and rightly so. To contribute to the concept, the challenges and proposed solutions must be clearly communicated to make sense to the most people possible.
To this end, there are currently notable information asymmetries between consumers and suppliers, namely with respect to the social and environmental externalities of commercialized products and services. Still too often, the information provided to consumers to help them make informed purchasing decisions is insufficient or opens the door to a biased interpretation of the product’s or service’s impacts and benefits (a phenomenon known as green washing or social washing).
In this era of big data and information accessibility and transparency, more and more consumers want to “voteˮ with their money by purchasing products and services that clearly do not have negative externalities but that do generate social and environmental benefits throughout the supply chain. These consumers and potential employees, who are currently in high numbers among millennials, are more inclined to support companies that place sustainability at the core of their operations.
Their loyalty and adherence to brands that are associated with sustainable development values create an opportunity for organizations.
Objective
Several companies that have committed to sustainable development manage to increase their sales figures in part by being transparent with consumers. Their organizational efforts enable them to create much more value for all of their stakeholders. Some organizations publicly play a very active role and intensify their social and environmental advocacy and positioning while raising public awareness about global issues.
To this end, sectoral coalitions and tools were created to publicly benchmark organizations’ sustainability performance. Several of them also use the environmental, social and economic lifecycle analysis (LCA) to extract all the hotspots from their value and supply chains.
Some leading organizations have successfully transitioned from an era in which they sought to limit their impacts to an era in which they no longer produce any impacts, even going as far as regenerating ecosystems. Others, like Brundtland Minds, contribute a portion of their revenue to social and environmental causes that are part of the solution.
Brundtland Minds Solutions
Our experts will:
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Accompany your sales and marketing team to responsibly position your products and services to maintain and grow your client base;
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Analyze and understand your internal and external environments to seize opportunities stemming from your clientele and market competitors;
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Jointly with you, conceptualize a competitive offer that contributes to the overall experience of your brand; and
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Produce quarterly or annual reporting documents showcasing the efforts made and the sustainability results obtained.
Benefits
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Improved image and reputation of your organization with its target clientele sharing these values as well as other external stakeholders;
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Improved attraction, retention, engagement and performance levels among your employees, partners and suppliers sharing the same values;
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Improvement of your performance as perceived by potential investors, with respect namely to governance and risk management;
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Engine for innovation to meet clients’ expectations; and
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Possibility of influencing and shaping the future of your industry sector.
