• Sustainability isn’t a conversation stopper; it’s a conversation starter!
• Understanding emotional connections is key to having productive conversations about sustainability.
• The widespread acceptance of Earth Day gave strength to businesses that adopted environmentally friendly practices, but some brands took it too far.

By Karen Kimerer

Introduction

Everyone knows that it’s important to protect our planet, but discussing sustainability in business settings can be challenging. The issue is multifaceted and can be difficult to navigate. Sales representatives—especially in industries like print services—may not feel confident in answering detailed questions about their company's environmental practices. When bombarded with inquiries about paper sourcing, energy efficiency, or waste reduction, sales reps might fear sounding uninformed. There's also the worry that the customers themselves may not care enough about sustainability, so reps might be hesitant to bring up the topic because they worry about derailing a sale.

The good news is that sustainability isn't a conversation stopper; it's actually a conversation starter! Today’s consumers are increasingly environmentally conscious, and businesses that demonstrate a genuine commitment to sustainability can stand out from their competitors. Ignoring the topic entirely is not the solution because if you don’t talk about it, your competitors probably will. Print service providers (PSPs) must be prepared to address this important topic. This article explores the emotional connection to sustainability and offers guidance so businesses can navigate these conversations effectively.

Making an Emotional Connection

Let's be honest: climate change, resource depletion, and pollution paint a pretty grim picture. It’s only natural that you might feel a knot in your stomach when talking about the future of our planet, especially when considering the impact on future generations. Couple that with the personal choices we make every day—from what we buy to how we travel—and we might feel gnawing guilt or a sense of helplessness, especially when faced with the seemingly impossible challenge of living an earth-friendly life.

Sustainability throws down the gauntlet, forcing us to confront our values and responsibility to future generations. This can lead to passionate discussions and even disagreements as we grapple with the best course of action. Understanding these emotional connections is key to having productive conversations about sustainability, especially when navigating the sometimes-murky waters of greenwashing that emerged alongside the success of Earth Day.

The first Earth Day took place April 22, 1970, so we’ve been celebrating it for 55 years. It materialized with a question mark hanging over it. Earth Day 1970 was designed to bring awareness to industrial pollution and a general disregard for the environment, but some leaders of the movement wondered if anyone would even care. As the day unfolded, 20 million Americans poured into the streets. From bustling cities to quiet towns, parks became classrooms, streets echoed with chants, and teach-ins sprung up everywhere. It was a day of environmental awakening. This widespread acceptance gave strength to businesses that adopted environmentally friendly practices, so much so that some brands took it too far. As a result, greenwashing was born.

Greenwashing refers to marketing and advertising practices that make a company or product appear more environmentally friendly than it is. It's a way of trying to cash in on the growing consumer interest in sustainability without putting in the effort to be sustainable. The term was popularized when big-brand hotels asked their guests to reuse towels to help the environment, but did so in the absence of other responsible, eco-friendly practices. Other examples are found in vague claims or terms like "natural" without explaining what that entails or using selective information highlighting a single eco-friendly practice while ignoring less sustainable ones. Other greenwashing behavior is seen in misleading imagery or pictures that depict pristine images even if the product or service being featured isn't environmentally friendly. 

A Talk Track for Sales Reps

For years, the print industry has faced criticism as being wasteful and unfriendly to forests. We’ve also often seen it emphasized in e-mail taglines like "Save Trees, Don't Print This Message." However, recent studies reveal a more complex picture, because electronic communications have an environmental impact too. Focusing on which is "better" isn't productive for PSPs. The key lies in education. By regularly communicating your commitment to sustainability and the steps you take to reduce your carbon footprint, you can counter the negative narrative. If you’re not talking about it, your silence enables your competitors to control the message.

This is where our Sales Script for Sustainability comes in. Don't be fooled by the title—it’s not a rigid script, but a flexible guide designed to raise awareness about your organization's efforts toward positive environmental and social impact. Before you craft your specific message, take stock of your company's sustainability practices. The following outline will help you share your story and showcase valuable insights for your customers.

Sustainability is a growing concern for many businesses, and printing is no exception. At [name your company], we understand that and are committed to offering eco-friendly solutions. It's natural to have questions about the environmental impact of print (and packaging). For example, I work with organizations similar to yours who worry about paper sourcing or contributing to the landfill. What concerns do you and your organization have when it comes to print? [pause, listen, and validate]

I'm proud to be a part of the [name your organization] team because we take sustainability seriously. For example, some of the ways we address the topic are through:

• Innovative paper sourcing: We offer a wide range of Forest Stewardship Council (FSC) papers. FSC ensures that trees are harvested responsibly, and that promotes healthy forests.
• We use the latest print technology, which is energy-efficient and enables you to print only what you need. This reduces harmful waste.
• We also have a robust recycling program that touches every department in our organization.
• We educate our employees on sustainable practices and operate with an inclusive mindset. Each of our employees has a plan to upskill and train for advancement.
• [Name your organization] encourages volunteering. Each year, our employees are provided with paid time off if they wish to volunteer. Moreover, our entire company participates in volunteer programs several times a year.
• We source our products responsibly and ensure that our partners are as concerned about sustainability as we are, and we make sure that they follow fair labor practices. We invested in automation to streamline manufacturing and installed intelligent sensors in our facility to ensure that heating, cooling, and electricity are automatically shut off when it isn't necessary.

While we know sustainable business practices include never-ending change, we're committed to being a company you're proud to do business with.

This guide can be your springboard for a meaningful conversation about sustainability. Even if you don't own windmill farms that generate power, there are many valuable ways to demonstrate your commitment by having a sustainability strategy in place. Talk about it. Arm your team with what your organization stands for regarding sustainability and give them the tools to deliver a compelling message. Honesty is paramount, so avoid greenwashing. Inflated eco-friendly claims will backfire, but consumers reward transparency and genuine effort with their trust.

The Bottom Line

Talking about sustainability might feel like unfamiliar territory, but it's a fantastic opportunity to showcase your industry's commitment to progress. After all, PSPs have a long history of innovation, and environmental responsibility is a natural extension of that. Remember, every industry, every product, and every service provider has the potential to embrace sustainable practices. By proactively discussing these options with clients, you position yourself as a forward-thinking partner, one who understands their values and offers solutions that align with quality and environmental responsibility.

As part of the Business Development Strategies Consulting Service at Keypoint Intelligence, Karen Kimerer has experienced the many challenges of expanding current market opportunities and securing new business. She has developed a systematic approach to these opportunities, addressing the unique requirements of becoming a leader in our changing industry.