SUSTAINABLE BUSINESS: THE RISE OF THE CONSCIOUS CONSUMER By Nicole Inskip
Our world is expanding at a rapid pace and as a salon owner you are constantly having to evolve and innovate in order to keep up. With so many parts that make up a small business it can feel at times overwhelming.
My name is Nicole, I am a salon owner, hairdresser and sustainability consultant. I will be with you over the next few months, teaching you how you can create a sustainable business that balances profit and purpose and is attractive to today’s conscious consumer. The conscious consumer is a shopper that is looking for businesses who are contributing to the world in a positive way. They are looking to buy local, ethical and environmentally friendly products and services. In a 2021 Global sustainability study, researchers found that 85% of consumers have become “Greener” in their purchasing choices over the past 5 years. The study also found that one third of all consumers are willing to pay a premium for sustainable products and services. In fact, Gen Y, Z and Millennials are willing to pay up to double for a product or service that is making a positive environmental, ethical or sustainable impact. Be warned however, that these consumers are discerning and simply saying you are sustainable is not enough, they demand transparency and proof of your contributions. You must walk the talk. As a salon owner you need to be aware that sustainability has become an expectation and not an exception. Now is the time to make decisions that create positive change if you want your business to continue to flourish and thrive. A wonderful representation of this new way to do business are B Corps. Certified B Corporations are businesses that meet the highest standards of verified social and environmental performance, public 110
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transparency, and legal accountability to balance profit and purpose. Sessions Hairdressing is my wonderful salon in Sydney and proudly the first hair salon to become a Certified B Corp in Australasia. It took 10 years of research and implementation of sustainable practices and partnerships to be prepared to tackle the B Impact Assessment and 12 months later achieve B Corp Certification. The goal for me now is to help salon owners like you realise their passion to build a business that is profitable and has purpose - good for you, the people you care for and our planet. So where do you start? Schedule a few hours this weekend to assess how your business is working in these 4 areas, Environment, Community, Staff & Clients.
Follow this simple process - Identify the biggest negative impact in each area: Examples, waste disposal, energy consumption, staff retention, client satisfaction, community engagement. - Measure your impact: This could be a conversation, a feedback survey or an online CO2 calculator. - Find a solution: Research and get creative with your ideas, someone may have already solved the problem for you, and you can just implement it. Have fun and enjoy the journey, this process will have you looking at your business in a whole new way. Your staff, customers and our planet will thank you for it and I can guarantee you will feel a renewed sense of ownership over your business and your life.
