What is the best way to measure sustainability? By Caroline McDonald Communicating sustainability has become increasingly important for food companies, and third-party assessment services have multiplied. Which are the most robust and effective, and how can companies choose the best option for their business? A growing number of consumers chooses brands with their social and environmental impacts in mind, and 91% of global consumers expect businesses to address these issues, according to a 2015 study. A Unilever survey of 20,000 consumers across five countries (UK, Brazil, Turkey, US and India) found that one-third chose brands based on social and environmental factors, and the European Commission has also found that protection of the environment is personally important to 94% of Europeans. Reliable measurability has been a major part of quashing accusations of greenwashing, and services include life cycle assessments, carbon footprint measurement, B-Corp certification, and many more. For food and beverage companies, a range of additional certifications could indicate organic production or fair trade, among others.
Providing trust and credibility Chief marketing officer of the Green Business Bureau, Bill Zujewski, said: “Third party sustainability certifications provide credibility. Certifications from respected third parties reinforce and amplify a company’s sustainability efforts and are clearly viewed as the most trustworthy source of green credibility for business…If you are a product-centric business, then a certified green product seal may be the most advantageous.” Some of the most popular and credible certifications include organic labels, Fair Trade certification or the Rainforest Alliance Network seal. Alternatively – or in addition – companies can certify the sustainability of their entire business, including operations. Popular green business certifications include: LEED, which covers buildings; ISO, which focuses on manufacturing; Green Business Bureau, which can be particularly useful for small businesses as it provides an online eco-assessment procedure; and B-Corp, which covers corporate governance, as well as environmental and social responsibility.
Toward higher goals – and higher sales According to Zujewski, the benefits of sustainability certifications go well beyond a rating or certificate of proof.
“The process itself becomes a journey to create a green corporate culture and a more sustainable, socially responsible business,” he said. “A sustainability certification programme engages employees and drives company-wide commitment and purpose.”
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