Sustainability can both directly and indirectly impact manufacturing businesses. Producing parts with high efficiency and minimum waste will lower operating costs and increase revenue.
But sustainable manufacturing is also about perception. When certain people believe a company has a green brand or has heard about their sustainability initiatives, the business is more likely to reach new audiences that contain valuable leads. Both large enterprises and small manufacturers have utilized the below strategies to leverage the brand and public relations value of sustainability.
Encouraging Others in the Supply Chain to Practice Sustainability
Sometimes leading is not enough to motivate people to follow. Others in the industry might need incentives — or even a little pressure — to practice sustainability.
In 2010, Walmart urged suppliers to reduce greenhouse gas emissions by 20 million metric tons by the end of 2015. The initiative implied that partners who cooperated might receive supply chain benefits. Walmart had more than 100,000 suppliers at the time, so the environmental impact was enormous.
Public Relations and Brand Building
Sustainability initiatives can generate press opportunities and polish manufacturers’ images. Crafting a stronger brand usually attracts more business and valuable employees. Companies such as SABMiller (now part of Anheuser-Busch InBev) have released sustainability reports as a form of content marketing and public relations.
Connecting and Collaborating with Sustainability Organizations and Government Authorities
Several of the companies featured in the EPA list of sustainable manufacturing case studies have collaborated with sustainability-focused organizations and government authorities. When manufacturers request or are at least open to sustainability audits and evaluations, this attitude demonstrates they take the issue seriously and are willing to improve their practices. Feedback from these parties can be invaluable and often relate directly to business concerns.
An Image That Can Sustain a Business
Ultimately, sustainability in the manufacturing world ties back to the root of the word: the ability to continue. A strong brand, positive exposure to the press and the products themselves — all of these elements work converge to determine whether a business will thrive.
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