A blog post

A public opinion poll conducted by Hanbury Strategy in May 2020 reveals that a business strategy based on sustainable development principles is an economic necessity and not good will or charity:

3 in 4 (72%) of the UK population believe that businesses should have a legal responsibility to the planet and people alongside maximising profits. ([1])

It is worth noting that sustainability is not just environmentalism. When questioned about the key areas for business responsibilities, the public prioritised people over the planet, with more respondents ranking employees and customers as the first and second responsibility with planet and shareholders sharing the third position.

Clearly, the UK public’s expectations of the role of business in society have evolved. People expect business to consider the interests of all stakeholders – workers, customers, community, and society at large, including future generations. Embedded in the public’s conception of sustainable development we find concerns for social equity and fair economy. Chasing Net Zero without consideration for values and ethics will not capture publics imagination and support.

At the same time, the public finds it hard to trust businesses. When considering whether to work for or buy from a company,

1 in 2 (55%) of respondents find it ‘very hard’ or ‘fairly hard’ to tell whether a company means that they say.

Only 10% find it ‘very easy’ or ‘fairly easy’ leaving 1 in 3 respondents unsure and confused.

First and foremost, consumers interact with businesses through products and services. The lack of trust, therefore, can be explained by self-induced inflation of truth through amplified product presentation, hyperbolic advertising, and price promotions.

Until such time when a new marketing and selling paradigm is invented, businesses must rely on third-party certification to support their sustainability credentials. Not surprisingly, there are 87 eco-labels approved for use in the UK (455 worldwide) to support environmental claims.

There are several business sustainability marks such as B Corp, Good Business Charter, and Living Wage Foundation that offer “seal of approval” for businesses that embrace all three aspects of sustainable development. We help businesses that are working towards the standards set by these organisations and are seeking clarity and certainty on what works best in future-proofing their business.

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[1] Responsibility in Business, Summary of Polling, Hanbury Strategy, B Lab UK, July 2021, available at: …..