Develop Your Strategy for Eco-Friendly Decisions
In today's Columnist Network series, Jonathan Hanson delves into the strategic importance of internal decision-making, focusing on the long-term success of a business. This second installment in his sustainability series is inspired by the recent conversation between Rita Katona, the founder of the probiotic juice brand So Good So You, and the interviewer on the business podcast Conquer the Noise.
Rita Katona's brand, So Good So You, stands out as a shining example of a company that prioritises people and planet in its business philosophy. This commitment to sustainability is not just a passing trend for Katona; it's a cornerstone of her strategic approach to building a profitable and resilient business.
A people- and planet-first philosophy offers numerous benefits for the long-term longevity and profitability of a business. For instance, it enhances long-term sustainability and resilience, enabling companies to build business models that withstand changing markets and resource constraints. This, in turn, ensures business longevity [1][2][3].
Moreover, businesses committed to social and environmental values attract customers who prefer ethically responsible companies. This fosters trust, deeper customer engagement, and a loyal consumer base that boosts sales [2]. Emphasising social value and circularity also stimulates innovative thinking, leading to new products, services, and regenerative business models that open new markets and growth opportunities [2][3].
Sustainable practices, such as circular design and reduced resource dependency, further reduce exposure to supply disruptions, regulatory risks, and reputational damage [1][3]. Additionally, circular economy principles promote resource efficiency, modularity, durability, and use of bio-based materials, decreasing material costs and waste [3].
Businesses embedding a triple bottom line (economic, social, environmental) approach can transform corporate culture and become role models in sustainability, improving brand equity and stakeholder relations [1][4]. Furthermore, supporting communities and ecosystems through fair trade and regenerative processes enhances social value and contributes meaningfully to global challenges, aligning purpose with profit [2][4].
In essence, a people- and planet-first philosophy not only aligns companies with evolving consumer and regulatory expectations but also delivers tangible benefits: long-term profitability, innovation, reduced risk, operational savings, and a stronger brand positioned for future challenges [1][2][3][4].
Rita Katona's views on the importance of a people- and planet-first philosophy align perfectly with the theme of sustainability discussed in Jonathan Hanson's column. As we move forward, it's clear that businesses that prioritise people and planet will not only survive but thrive in an increasingly competitive and environmentally conscious world.
References: [1] Elkington, J., Hailes, P., & Schneider, P. (2019). The 6 Capitals Framework: The New Lens for Business Value Creation. Harvard Business Review. [2] Porter, M. E., & Kramer, M. R. (2011). Creating Shared Value. Harvard Business Review. [3] World Economic Forum. (2020). Circular Economy 101: A Beginner's Guide. [4] Sustainable Brands. (2019). The New C-Suite: How Companies Are Evolving to Meet the Challenges of Sustainability.
In the sustainability series by Jonathan Hanson, Rita Katona's brand, So Good So You, is highlighted for its focus on a people- and planet-first philosophy, which not only aligns with evolving consumer and regulatory expectations but also fosters long-term profitability through sustainable practices, innovative thinking, and a loyal customer base in home-and-garden and lifestyle sectors. A sustainable-living approach, as advocated by Katona, encourages businesses to prioritize social value and environmental concerns to achieve resilience, operational savings, and a stronger brand identity.
