Purpose v Profit: Why you should invest in sustainability leadership training

Did you know that 88% of consumers are actively seeking brands to guide them towards sustainable living? In today's world, sustainability isn't just a buzzword; it's a driving force behind purchasing decisions. But surprisingly, a recent report by BCG, INSEAD and Heidrick & Struggles found that only 29% of global board directors feel knowledgeable enough to challenge or monitor execution on sustainability.

Twenty years ago, Futerra released “Sell the Sizzle”, a bold piece of thought leadership that posited the radical idea that we should sell the benefits of sustainable products with glee and gusto rather than soldier on with earnest exhortations and doom laden messaging. At the time I was the new Sustainability Director at B&Q but had spent the previous twenty years in retail buying where the word that sprung to mind when you mentioned sustainability, believe me, wasn’t ‘sell’.  To us buyers sustainability meant higher costs, lower margins and shelf warming eco products that nobody apart from eco zealots bought.  “Sell the Sizzle” sounded amazing, but then so did jet packs and they never materialised either.

However, fast forward to today, and the landscape has transformed. Tesla dominates sales, Tony's chocolate bars line store shelves, and even Oatly has won over the hearts of unlikely consumers like my 85-year-old dad. The sizzle is now most definitely selling.

However, still 83% of workers believe their employer is not doing enough to be more sustainable and tackle climate change.

At Futerra Academy, our sustainability leadership training is designed to equip employees with the tools they need to effectively sell sustainability. When we started Futerra Academy we were worried that getting access to the powerful sales and marketing teams at brands and retailers would be a challenge. How wrong we were. With a focus on actionable strategies and real-world insights, our environmental training programs have revolutionized the way businesses approach sustainability.

Consider this: Products with ESG-related claims have seen a 28% cumulative growth over the past five years, outpacing those without such claims. This doesn’t mean you should go around plastering claims across product-lines. As we know, greenwashing is a huge no. A growing scepticism now means that nearly half of consumers believe many brands are merely using sustainability as a publicity stunt. That’s why Futerra Academy equips companies to implement transparent, honest messaging that resonates with consumers —a cornerstone of our training approach.

Today, most courses we offer are crafted to provide sales and marketing teams with the guidance to sell sustainability better than their competitors.  Yes, performance and price still dominate (let’s not get carried away) but leading marketers now acknowledge sustainability counts with their customers in a big way.

In a world where sustainability is no longer a choice but a necessity, Futerra Academy is a tool for both profit and purpose. I never dreamt of the day when the world’s best sales people and marketers would see the sizzle in sustainability, but it is now here and its great.  At Academy our job is to give them all know how they need to do it well.

Find out more about the Academy training and how we can work together by contacting hello@wearefuterra.com