Personal Choices Driving Sustainable Change

While we would like to believe that the business world is driven, at least to some extent, by environmental and social responsibility, the fact is that most companies are only truly answerable to the expectations of their business stakeholders. For this reason, the two paths of greatest business sustainability influence lie in the shifting of stakeholder expectations and/or aligning sustainability concepts with overall business profitability.

Focusing in on profitability, today's conversations centers around exploding potential demand for ‘green’ products and services. When you consider that in just the last few years the world has seen a dramatic increase in public eco awareness, specifically in ‘green’ consumer knowledge, it is no wonder why there have been so many changes on market shelves. Consumer expectations really are making a difference in the sheer variety and quality of options available.

For some the ‘green-mania’ may be a little overwhelming and at times possibly frustrating; however, the continuous supply and refinement being generated by consumer preferences is creating a step change from the previous generation of products. Every time a ‘green’ purchase is made, we as consumers are defining the products that go on the shelf and the manner in which they are produced.

As a sustainability consultant working with business and individuals to create sustainability plans that promote business sustainability and sustainable lifestyles, I am encouraged by three things:

•    Eco awareness across all demographics is on the rise.

•    General consumer preference for greener products continues to be strong.

•    Younger generations continue to place greater expectations on the market to deliver competitive sustainable products.

At Taiga Company, we support the idea of stakeholders taking an active role in shaping the direction of business. If businesses continue to produce more sustainable options in response to purchase patterns, we are confident that the best-of-the-best will rise to the top.   So why not exercise your voice? Set a new level of product expectation through everyday consumer choices.