It was Tom Roach who wrote about there being three types of sustainable business. Tom ‘Champions Commercial Creativity’, by the way. He’s a clever chap that helps develop smarter strategies for, and define and communicate with clarity, some of the world’s best known brands.
3 Types of Sustainable Business.
In short, here’s what Tom says about brands that are, or that claim to be, sustainable. Tom reckons, and we agree, that sustainable businesses are in fact one of these three things:
1. Trying to appear sustainable/more sustainable primarily for the purposes of marketing, (false) perception building and greenwashing.
2. Genuinely trying to become more sustainable. They’re on a journey. (We’re sure this category breaks down further… based on the sincerity and pace of the change).
3. Born sustainable.
Yep. That just about covers it.
Sustainability. A 30 Year Conversation for Kiverco.
Kiverco is the best kind of business with regards to sustainability. We’re type 1. Because The World’s Toughest Recycling Plant is also The Most Sustainable. Because there are fewer repair and warranty claims. So fewer environmentally damaging repair cycles, consumables and vehicle journeys.
And as we tongue-in-cheek suggested to somebody recently… Kiverco is not joining today’s prevailing narrative on sustainability. Because we started our own conversation on the subject of sustainability 30 years ago. In 1993.
Kiverco was born sustainable. And we’re thinking hard about how to extend our sustainability credentials way beyond product performance, to every part of our business. That’s work in progress.
Built In. Not Built On.
In short, we’re happy with how we design and build things here at Kiverco, with regards to sustainability. Because sustainability is built in… not built on.
So, which are you? 1, 2, or 3?
(Here’s Tom: https://thetomroach.com)