Creating Long-Term Value Through Sustainable Marketing

Impact ALWAYS has a cost. Time. Money. Resources. The only real question is: who’s paying? Most businesses dodge the bullet, passing the bill down the line, to underpaid workers, overexploited ecosystems, or blissfully unaware consumers. It’s a shell game, dressed up as “green,” “purpose-driven,” or “ESG-compliant.” Impact doesn’t just show up on your balance sheet. It is your balance sheet. So, how do you pay for impact without screwing over someone else? Let’s break it down: 1. Reframe Impact as an Investment, Not a Cost Stop treating sustainability as a PR expense. Instead, think of it as a long-term strategy that reduces risk and creates new revenue streams. Companies with strong ESG practices outperform peers financially in the long run. Unilever’s Sustainable Living Brands, which grew 69% faster than others in its portfolio. Shift resources from unnecessary marketing fluff (hello, greenwashing) into real, measurable initiatives like renewable energy adoption or waste reduction. Show your numbers; consumers care about receipts. 2. Stop Cheap Labor in the Name of “Efficiency” Your $4 organic cotton tote isn’t “impactful” if the person stitching it makes $0.10/hour. The exploitation is baked into the margins. Research shows consumers are 55% more likely to purchase from companies transparent about fair wages, even when prices are slightly higher. Build supply chain transparency. Tools like Sourcemap and Fairtrade certifications help. Yes, it takes time. Yes, it’s worth it. 3. Transparently Price in the Cost of Doing Good Nobody trusts businesses that promise impact without costs, because it’s BS. Customers aren’t afraid to pay a premium for ethical practices if you show them why it matters. 73% of millennials (your biggest buyers soon) prefer sustainable brands, but only if they trust the claims. Stop burying the cost of sustainability in your margins. Be upfront: “This product costs more because it doesn’t exploit people or the planet. Period.” 4. Co-Fund Impact with Your Customers When impact costs feel too heavy, bring your audience into the equation. Consumers want to feel like stakeholders, not passive buyers. Crowdfunded impact initiatives (think TOMs’ buy-one-give-one or Allbirds’ carbon offset surcharge) not only cover costs but strengthen brand loyalty. Add micro-impact pricing like a small donation baked into every transaction for reforestation or clean water. The buy-in builds emotional equity with your brand. It’s uncomfortable to face the real costs, but trust isn’t built on convenience. It’s built on truth and truth ALWAYS comes with a price tag. So, stop passing the bill. Start paying for real. With purpose and impact, Mario

Are your ESG initiatives just feel-good projects, or part of a strategic program? Many companies fall into the trap of implementing random environmental or social efforts—like reducing paper use or launching a one-off green campaign—without tying them back to a bigger plan. These isolated acts might look good on paper but often lack long-term impact. That’s where an intentional ESG strategy comes in. Instead of scattered efforts, a well-crafted strategy aligns with your company’s core values, business goals, and culture. It’s not just about doing good; it’s about ensuring that every initiative is purposeful and contributes to the overall mission of the organization. I’ve worked with organizations where the first step in building an ESG strategy was reviewing their mission statement and values. When these elements serve as the foundation, the ESG program becomes a natural part of the organization, not a side project. From there, the real work begins: setting specific, measurable, and realistic goals. Take, for example, A company targeting net-zero carbon emissions by 2030. This isn’t a vague aspiration—it’s a concrete goal that can be tracked, measured, and reported. Using frameworks like the Science Based Targets initiative (SBTI) or the UN Sustainable Development Goals (SDGs) can help ensure that your goals are in line with global standards, making it easier to measure progress. But it doesn’t stop there. A successful ESG strategy requires ongoing commitment and alignment with stakeholder expectations. Regularly assessing progress and engaging key players—whether they’re investors, employees, or customers—helps keep the strategy relevant and impactful. So, Is your company making random ESG efforts, or are you crafting a strategy that reflects your values and drives real change? #ESG #Sustainability #BusinessStrategy #EnvironmentalImpact #CorporateResponsibility

Sustainability has become a default line in marketing. That’s the problem. When every brand claims to be “eco-friendly” or “green,” the words lose meaning.  Audiences, especially Gen Z, see through it quickly.  They don’t just want promises.  They want proof. We’ve seen brands struggle here.  They invest heavily in sustainability initiatives, but the messaging sounds identical to everyone else’s.  It gets lost.  Or worse, it feels like greenwashing. Here’s what works instead: 1. 𝐁𝐞 𝐬𝐩𝐞𝐜𝐢𝐟𝐢𝐜. Share the numbers, not the slogans. 2. 𝐒𝐡𝐨𝐰 𝐭𝐡𝐞 𝐭𝐫𝐚𝐝𝐞-𝐨𝐟𝐟𝐬. Real change isn’t perfect, acknowledging challenges builds trust. 3. 𝐇𝐢𝐠𝐡𝐥𝐢𝐠𝐡𝐭 𝐢𝐦𝐩𝐚𝐜𝐭. Point to the outcomes, not just the intentions. 4. 𝐄𝐥𝐞𝐯𝐚𝐭𝐞 𝐜𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐲. Showcase the people and partners making the change happen. Sustainability isn’t a tagline.  It’s an operating principle.  And when it’s communicated with clarity and evidence, it builds credibility instead of skepticism.

At Ubuntoo, we often advise companies on how to integrate sustainability into their brand communications, thanks to the years of marketing experience that Peter Schelstraete and I have. We have condensed our lessons learnt into "5 GOLDEN RULES" - I would love to hear your feedback. 1. FIRST BE, THEN DO, AND ONLY THEN SAY: The journey to a sustainable brand requires three steps: BE sustainable, DO sustainable actions, and then SAY you're sustainable. Many companies fail in this order. They start with bold announcements but don't follow through, which eventually erodes consumer trust or leads to backlash. 2. DON'T CLAIM CREDIT FOR CLEANING UP YOUR ACT: Brands often make a big PR splash or launch a marketing campaign to publicize their efforts to clean up the environment. This rarely works because most people aren't fooled into believing that you're helping the planet if you're also the one damaging it in the first place. 3. CONSUMERS WILL NOT PAY YOU TO BE MORE SUSTAINABLE The next issue I see is the misconception that consumers will pay more for a product just because it's sustainable. Sure, some may be willing to pay a little extra for the planet, but that's not enough. Brands should focus on adding real value to the product instead. How about creating a product that lasts longer or can be reused more times? Consumers will be more inclined to choose your brand if they're getting something more than just a "sustainable" label. 4. SUSTAINABILITY IS A DIFFERENTIATOR, NOT A MOTIVATOR: While sustainability can make your brand stand out, it's not the main reason people buy your products. They're purchasing your product because it meets their needs, not because it helps save the planet. That's a harsh truth, but it's one that many brands lose sight of. Differentiating your offering from competitors through sustainability efforts is great, but never forget what your core product is supposed to deliver. 5. FORM, FUNCTION, AND VALUE FIRST, PLANET NEXT Lastly, we cannot sacrifice form, function, and value at the altar of sustainability. I recently purchased a sustainable cleaning product only to find that it wasn't as effective as my regular brand. I felt disappointed and switched back. That's a mistake many sustainable brands make. You must ensure that your product is effective and offers good value for the money before labeling it sustainable. To sum up, your sustainable initiatives must be authentic, credible, add tangible value, meet core consumer needs, and deliver on form, function, and value. If you want to learn more, let's connect and make the world a better place together. #sustainability #greenmarketing #BEDOSAY

If you’re a CFO at a PE-backed company — sustainability isn’t a CSR initiative. It’s your best EBITDA lever. Here’s the reality we see every day: If you’re running a manufacturing or real estate company, and you’re looking for $10M, $20M, $50M in EBITDA expansion over 5–7 years? Most of your biggest levers will be sustainability levers: • Redesigning packaging to reduce materials • Launching circularity programs to reclaim products and feed production • Switching facilities to renewable energy or improving efficiency • Shifting transportation and logistics to lower-carbon options • Building brand equity that commands premium pricing with consumers And you don’t even have to call it “sustainability” if you don’t want to. Call it operational excellence. Call it brand repositioning. Call it value creation. But the levers are the same. Because sustainability is now baked into how you expand value — financially, operationally, and reputationally. Look at a company like Lipton under CVC. Premiumizing the brand. Optimizing supply chain efficiency. Aligning with shifting consumer expectations. Every major initiative connects back to sustainability fundamentals. And when you execute well? You don't just hit EBITDA targets. You improve exit multiples. You de-risk the asset for future buyers. You increase strategic optionality. If you’re a CFO or portfolio operator today, you don’t have the luxury to treat ESG as a reporting task. 𝐈𝐭’𝐬 𝐚 𝐩𝐥𝐚𝐲𝐛𝐨𝐨𝐤 𝐟𝐨𝐫 𝐭𝐫𝐚𝐧𝐬𝐟𝐨𝐫𝐦𝐚𝐭𝐢𝐨𝐧. The companies that realize this early will dominate the next cycle of PE exits. The ones who wait? They’ll be explaining “why sustainability wasn’t a priority” in due diligence rooms five years from now.

I’ve been hearing the same question lately: ‘Where’s the ROI on our sustainability efforts?’ It’s the biggest challenge for #sustainability leaders and other CXOs championing these activities, who do not see numbers that align with their expectations. But looking for quick returns is missing the actual value of sustainability. A recent Harvard Business Review article put this better than I could and really nailed the challenge: Much of the return for sustainability is tied to difficult-to-quantify brand reputation, long-term risk mitigation, and expected market changes. Failing to acknowledge these challenges and prioritizing short-term gains undermines the real value. Here are some activities that internal sustainability champions should be doing instead: ➡️  Start thinking of your short-term ROI in terms of the goodwill to B2B customers that could drive immediate revenue. ➡️  Collaborate with finance leaders to connect sustainability to core business goals. ➡️  Measure intangibles like brand reputation — these 'submerged values' are often worth 4-10x visible value. ➡️  Avoid greenwashing — authenticity is key. The biggest risk companies face is actually inaction on sustainability, supported by a recent Boston Consulting Group (BCG) report that found that the cost of climate inaction could be up to 25% EBITDA by 2050. While it’s challenging to prove ROI, the cost of doing nothing is becoming clearer every year. Companies that act today will have a significant competitive advantage tomorrow. Are you struggling to show your ROI? Reach out to Good.Lab. We’re here to help. Sources: HBR's Sustainability ROI article: https://lnkd.in/gFduJ_Ka ROI is sustainability professionals' biggest challenge: https://lnkd.in/gjxerVAS BCG's Cost of Climate Inaction Report: https://lnkd.in/gDDSwpeV

A recent BDO survey (article in comments) reveals that 75%+ of CFOs plan to maintain or increase sustainability investments—even in the face of potential policy shifts under a new administration. This underscores a crucial shift I am seeing with my clients: Sustainability is no longer just a regulatory obligation but a strategic business imperative. From ESG-driven risk management to long-term value creation, companies are prioritizing sustainable practices to stay competitive. The report concluded that "91% of companies working to integrate sustainability also anticipate increased revenue in 2025, compared to only 74% of other respondents, and 69% expect increased profitability, ahead of their peers at only 56%". Companies that are integrating sustainable practices into their operations and supply chains are unlocking cost savings, innovation, and competitive advantage while mitigating risks. #Sustainability #BusinessLeadership #ESG #CorporateStrategy