People will take sustainability seriously when companies make it more relatable

Sustainability is the hottest buzzword on the block right now, but let's face it, sometimes it feels distant and disconnected from our everyday lives. We hear about the climate crisis and the urgent need for change, but how can we make it more relatable? That's the question Accenture Song's head of innovation, Mark Curtis, wants us to ponder.

In a world where sustainability often feels like a daunting task, Curtis suggests that companies need to bridge the relevance gap and make it more personal, connected, and tangible for people. It's not just about corporate agendas; it's about how sustainability fits into the way we live our lives.

The statistics are telling. Surveys have shown that while there is a general understanding of the importance of sustainability, many people don't strongly resonate with the idea of living sustainably. They may support government policies to fight the climate crisis, but when it comes to changes that affect their daily lives, the support diminishes.

So, how do we change this mindset? Curtis proposes three core steps that businesses can take to make sustainability more human and engaging:

DEFINE: Rather than dictating what sustainability means for customers, businesses should embrace the diverse definitions of sustainability. Encouraging sustainable choices, even on a small scale like cycling to work or sharing products, can make a difference. Connect with customers by defining sustainability in a way that resonates with their values.

CONNECT: Human values are powerful drivers of action. By catering to values like caring, self-fulfillment, and empowerment, businesses can sell the benefits of sustainability in a way that emotionally connects with people. It's about showing how sustainability aligns with their personal values and aspirations.

STIMULATE: Actions speak louder than words. While people may not always look to brands for direction, they are influenced by social norms and peer groups. Organizations can make an impact by tapping into these social dynamics and offering aspirational lifestyle changes. Inspire self-fulfillment by providing product swaps and habit changes that align with sustainable choices.

At the end of the day, sustainability should be about more than just corporate goals. It should be about the human need for a better future. By redefining sustainability as something personal, relevant, and applicable to our lives, we can create a world where sustainable living becomes second nature.

We all have a role to play, from production to consumption. Let's embrace sustainability as a lifestyle choice that fits the modern generation. It's time to reimagine our relationship with the planet and build a future that aligns with our values and aspirations.