The process of sustaining ESG projects is not easy. A growing consumer demand and interest have caused many companies to take on sustainability initiatives with the obligatory process of trial and trial and. It’s true that the process isn’t easy to sustain momentum. Initiatives that don’t have clear ROI are often difficult to get a foothold on, and it can be difficult to determine what juice is worth the cost.

Hartman Group Hartman Group has been tracking the trends in sustainability for decades and a common theme is that socially and environmentally sustainable practices are not an option if you want your company to be relevant. But at what point did the discussion of sustainability become… boring? In the absence of guilt, guilt and anxiety shouldn’t be the sole ways to connect with the concerns of consumers. Let’s look at a few essential methods for giving your sustainable strategies its own personality.

What is a better area to take ideas than Ice cream? Sure, there’s some humor in the ice cream industry; however, brands in the food and drink industry could draw inspiration from these more uplifting ways of thinking.

Consider Ben & Jerry’s, for an example. The irreverent and zany brand has been able to blend the spirit of its founders and personalities throughout its operations. From irreverent flavor names calling for reform of policies to innovative incentive programs for farmers of dairy who use eco-friendly practices Ben & Jerry’s celebrates ESG by actively engaging in issues its consumer takes interest in — even if they do get some snark occasionally.

The message: Share your sustainability journey in a transparent and honest manner with your clients. Sharing your accomplishments as well as your your struggles will go a long way in establishing trust. Offering your customers a front-row view of your work by engaging them in events, experiences, or workshops may also create a sense of belonging and a commitment to common values.

The Portland-based Salt & Straw is also providing a dose of hope through their unique strategy to tackle food waste. The brand’s innovative Upcycled Ice Cream Series features flavors made of ingredients that otherwise would be wasted — such as Cacao Pulp & Chocolate Stracciatella Gelato or Lemon Curd & Whey. While doing this, they’re adhering to their promises as a brand: new flavors that are innovative and with a passion to serve the people.

The message: Embrace innovation and unorthodoxy. By incorporating sustainable ingredients in your products and options, such as recycled materials or eco-friendly packaging (without the expense of a significant price increase or extra work at the end of the customer) can demonstrate genuine intent to bring about positive changes.

These examples illustrate how companies are able to address the real issues they care about in the context of an integrated strategy with sustainability as its central focus. While not every company is as extravagant as Ben & Jerry’s, all businesses are able to discover a way to connect with their customers about sustainability concerns.

When sustainability is viewed in accordance with the brand’s mission and values, the consumers are generally content to see businesses take many different actions to make progress. However, it’s important to follow an explicit mission statement or commitment, and clearly show your progress towards sustainable objectives. The claims and certificates you make must be clearly in line with the specifics of your product category or brand, as well as other characteristics. It’s not all doom and gloom at all is it?

Sustainability initiatives shouldn’t be a burden or an expense for company resources. They shouldn’t be put off. If you approach sustainability with enthusiasm and commitment, it can become more than just a project and becomes a central part of your brand’s identity. So, get started on your journey to sustainability with a genuine spirit.

 Laurie Demeritt drives the vision operation, strategy, and culture that is results-driven for all employees as The Hartman Group furthers its offering of strategic thinking, market and consumer knowledge, cultural competence and a nimble intellectual capital that is able to compete in the global market.