How Companies Can Turn Sustainability into A Business Purpose
Debbie Morrison • November 2, 2022

Which would you rather buy, biodegradable soap that saves oil-covered ducklings or another brand that just smells like an overripe grapefruit?

Now, we suspect you might lean towards the one that saves ducklings. And here’s why that is.


As consumers, many of us are becoming more aware of our purchasing decisions’ environmental and social impact. We’re increasingly looking for brands that align with our values. In fact, 61% of Australians say that companies’ sustainability actions influence whether they buy the product or not.


This trend presents both a challenge and an opportunity for companies. On the one hand, there is a risk of losing customers if your brand is perceived as unsustainable. But on the other hand, there is a huge opportunity to create new and loyal customers by making sustainability a core part of your business purpose.


So, how do you get started? 


In this article, we will explore how companies can turn sustainability into a business purpose. We’ll discuss how you can integrate sustainability into your company culture, operations, and marketing strategy, and in doing so, ultimately create more value.


What is Sustainability?

Sustainability is often used interchangeably with terms like “environmentalism” and “social responsibility,” but in reality, sustainability is about meeting the needs of the present without compromising the ability of future generations to meet their own needs. Sustainability is about creating a balance between environmental, social, and economic systems so we can thrive now and in the future.

That being said, incorporating sustainability into your business means more than just being “green” or doing good deeds. It requires a fundamental shift in the way you think about business. Rather than seeing sustainability as a compliance cost or an opportunity to do good PR, businesses need to see it as a potential competitive advantage and a way to create more value for your business.


4 Ways to Make Sustainability a Business Purpose

Making sustainability a business purpose is not a quick or easy task. It requires a long-term commitment from all levels of your organisation. And as Jochen Zeitz, the President and CEO of Harley-Davidson, puts it so well, “Sustainability is no longer about doing less harm. It’s about doing more good.” 


Here are four ways to make your business more sustainable:


1. Incorporate Sustainability Into Your Corporate Culture

Sustainability should be a part of your company culture, not just an add-on or afterthought. Every employee should understand the importance of sustainability and how it relates to their jobーfrom the highest-ranking managers to the interns you hired the last week.


You can accomplish this through sustainability-themed incentives, training programs, and other efforts that will weave the culture of sustainability into the seams. You have to start from the inside out for customers to really buy into it, or they’ll think that it’s another marketing strategy.


Consider the luxury fashion brands LVMH and Kerin, which had been scrutinized for encouraging eating disorders among models. To integrate sustainability into their company culture, the two brands established new model standards that prioritise health and weightーa minimum size 34 for women and 44 for men. That way, they are not only setting an industry precedent, but also ensuring the well-being of their models.


It doesn’t always have to be about making environmentally-friendly products. Sometimes, you have to look at the bigger picture and take note of the societal impact you’re making.


2. Make Sustainability a Part of Your Operations

Of course, having a sustainable company culture should inevitably lead to having sustainable products. In other words, integrating sustainability into your operations is essential to making it a business purpose. You can do this in a variety of ways, such as:


  • Using sustainable materials
  • Implementing energy-saving products
  • Supporting local communities


Your goal is to analyse the lifecycle of your end-products and ensure that each stage is as sustainable as possible. Determine the key performance indicators that’ll lead you towards sustainability, and you’ll be surprised with how many product innovations and improvements you can also unearth in the process.


For example, some companies like Nike have switched to using recycled materials in their products, and have even created shoes entirely from recycled materials. Others have installed solar panels or wind turbines to power their facilities, such as Apple. Still, others have established programs to help employees reduce their carbon footprint. 


As a result, they all created new ways to do business that are not only more sustainable but also more efficient and cost-effective.


3. Communicate Your Commitment to Sustainability

Your customers want to know that you are committed to sustainability. And not that you’re “greenwashing” everything. They want to see it in the way you communicate authentically about your company and products. If you’ve ever seen a campaign done by Patagonia, you know how effective this can be.


Find a creative and strategic way to ensure that your website, social media, and marketing materials reflect your commitment to sustainability. You can also use eco-friendly packaging, print ads, and social media to tell your story and drive the point. And, don’t forget to bring your employees on board with your messaging by training them to communicate effectively about sustainabilityーeveryone needs to share the same message for customers to see the commitment.


The more transparent and open your company is about its culture and sustainable business practices, the more customers will trust you. And that’s invaluable in today’s world.


4. Collaborate with Other Companies

Working with other companies is another excellent way to make progress on sustainability goals. By working together, you can make a more significant impact than you could alone. After all, having a shared value approach reconnects your company’s success with social progressーwhere everybody is affected by the decisions your company makes.


For example, some companies have formed consortiums to develop sustainable supply chains. Others have teamed up to create sustainable energy initiatives. There are many possibilities for collaborationーthe key is to find the right partners and get started.

Alternatively, you can also support existing sustainable initiatives that align with your company values, such as:


  • Renewable energy
  • Clean transportation
  • Green buildings


Get involved in the movement, and customers will realise just how serious your company is about being more sustainableーbecause you’re not only building a name for yourself, but you’re also getting behind on-the-ground projects that are already making a difference.


Sustainable Practices = Sustainable Business

Sustainability should be a business purpose because it’s the right thing to do for our planet and future generations. But it’s also good for business. A commitment to sustainability can help you save money, attract and retain employees, and boost your brand reputation.

It’s a win-win for everyone, even with the level of commitment and effort it requires from you.


Once you embed sustainability into your culture and operations, you’ll create a more sustainable future for each industry, company, and individual customer to live, earn, and become successful.


Do you need help improving your business operations?


Get in touch with our team to scale your startup towards success. With over two decades of experience and connections with international suppliers and retailers, ELR Executive can give your startup the leadership and find solutions to become more sustainable and thrive in the FMCG and Consumer Goods sector.


By John Elliott June 6, 2025
On paper, they were fully resourced. No complaints logged. No formal red flags. Delivery metrics holding steady. But behind closed doors, the signs were there. Delays. Fatigue. Silence in meetings where pushback used to live. And a growing sense that key people were leaning out, emotionally, if not yet physically. When the cracks finally showed, the conclusion was predictable: “We need more people.” But that wasn’t the real problem. The problem was trust. And most organisations never see it until it’s too late. The Hidden Cost of Disengagement In Gallup’s 2023 global workplace report , only 23% of employees worldwide reported being actively engaged at work. A staggering 59% identified as “quiet quitting”, psychologically detached, going through the motions, doing only what their job description demands. Source: Gallup Global Workplace Report 2023 Disengagement is expensive. But it’s also quiet. It doesn’t show up on a balance sheet. It doesn’t send a Slack message. Disengagement isn’t new, just silenced. And in executive teams, it looks different. It looks like polite agreement in strategy meetings. It looks like leaders shielding their teams from unrealistic demands, instead of confronting the system causing them. It looks like performance metrics still being met… while people emotionally check out. The issue isn’t always capability. It’s safety. Psychological, political, and professional. Many senior leaders don’t raise concerns, not because the problem isn’t real, but because they don’t believe they’ll be heard, supported, or protected if they do. And this is where the failure begins. The Leadership Lie No One Talks About We talk a lot about leadership capability. About experience, commercial acumen, execution strength. But we don’t talk enough about context. Every leadership hire walks into a culture they didn’t create. They inherit unwritten rules, quiet alliances, and legacy power structures. If those dynamics are broken, or if trust is fractured at the top, no amount of capability will compensate. According to a 2022 Deloitte mid-market survey, 64% of executives said culture was their top strategic priority. But only 27% said they actually measured it in a meaningful way. We say culture matters. But we rarely structure around it. And so new leaders walk in with pressure to perform, but little real insight into what the role will cost them emotionally, politically, or personally. We Don’t Hire for Trust. And It Shows. In executive search, the conversation is often dominated by pedigree and “fit.” But fit is often a euphemism for sameness. And sameness doesn't build trust, it maintains comfort. We rarely ask: Does this leader know how to build trust vertically and horizontally? Can they operate in a low-trust environment without becoming complicit? Will they challenge inherited silence, or unconsciously uphold it? Instead, we hire for confidence and clarity, traits that often mask what’s broken, rather than reveal it. And when those hires fail? We call it a mismatch. Or we cite the usual: “lack of alignment,” “wasn’t the right time,” “they didn’t land well with the team.” But the truth is often uglier: They were never set up to succeed. And no one told them until it was too late. The Cultural Infrastructure Is Missing One of the most damaging myths in leadership hiring is that great leaders will “make it work.” That if they’re tough enough, experienced enough, skilled enough, they’ll overcome any organisational dysfunction. But high-performance isn’t just personal. It’s systemic. It requires psychological safety. A clear mandate. The backing to make hard decisions. The freedom to speak the truth before it becomes a PR problem. When that infrastructure isn’t there, when the real power dynamics are unspoken, good leaders stop speaking too. And the silence spreads. What Trust Breakdown Really Looks Like Often, the signs of a trust breakdown don’t show up in dramatic ways. They surface subtly in patterns of underperformance that are easy to misread or excuse. You start to notice project delays, but no one flags the root cause. Teams keep things moving, quietly compensating for the bottlenecks rather than surfacing them. Not because they’re careless, but because they’ve learned that early honesty doesn’t always earn support. New leaders hesitate to make bold calls. Not because they lack conviction, but because the last time they did, they were left exposed. Board reports look flawless. Metrics track nicely. But spend five minutes on the floor, and the energy tells a different story. These are not resource issues. They’re relationship issues. And the data backs it. According to Gallup’s 2023 State of the Global Workplace report , just 23% of employees worldwide are actively engaged. Worse, around 60% are “quiet quitting.” That’s not just disengagement. It’s people doing only what’s safe, only what’s required, because trust has quietly eroded. Gallup also found that managers account for 70% of the variance in team engagement, a staggering figure that reinforces just how pivotal leadership trust is. When people don’t feel psychologically safe, they shut down. Not dramatically. Quietly. Invisibly. What’s breaking isn’t the org chart. It’s the ability to speak plainly and be heard. And by the time it’s visible? The damage is already done, and someone calls for a restructure. “Low engagement is estimated to cost the global economy $8.8 trillion, 9% of global GDP.” Gallup, State of the Global Workplace 2023 So What’s the Real Takeaway? If you’re seeing performance issues, before you jump to headcount, ask a different question: Do the leaders in this business feel safe enough to tell the truth? Because if they don’t, the data you’re reading isn’t real. And if they do, but you’re not acting on it, then they’ll stop telling you. Leadership doesn’t fail in obvious ways anymore. It fails in the gap between what people know and what they’re allowed to say. And the price of that silence? Missed opportunity. Reputational damage. Cultural decay. Sometimes, the problem isn’t who you hired. It’s what you’ve made it unsafe to say.
By John Elliott May 27, 2025
Why Culture Decay in FMCG Is a Silent Threat to Performance It doesn’t start with resignations. It starts with something much quieter. A head of operations stops raising small problems in weekly meetings. A sales lead no longer defends a risky new SKU. A team member who used to push ideas now just delivers what they’re asked. Nothing breaks. Nothing explodes. It just... slows. And from the outside, everything still looks fine. The illusion of stability In food and beverage manufacturing, where teams run lean and pressure is constant, performance often becomes the proxy for culture. If products are shipping, if margins are intact, if reviews are clean, the assumption is: we're good. But that assumption is dangerous. According to Gallup's 2023 global workplace report, only 23% of employees worldwide are actively engaged, while a staggering 59% are "quiet quitting ", doing just enough to get by, with no emotional investment. And in Australia? Engagement has declined three years in a row. In a mid-market FMCG business, those numbers rarely show up on dashboards. But they show up in other ways: New ideas stall at the concept phase Team members stop challenging assumptions Execution becomes rigid instead of agile Everyone is "aligned" but no one is energised And by the time the board sees a drop in revenue, the belief that once drove the business is already gone. The emotional cost of cultural silence One thing we don’t talk about enough is what this does to leadership. When energy drains, leaders often become isolated. Not because they want to be, but because the organisation has lost the instinct to challenge, question, or stretch. I’ve seen CEOs second-guessing themselves in rooms full of agreement. Seen GMs miss red flags because nobody wanted to be "the problem". Seen founders mistake quiet delivery for deep buy-in. The emotional toll of unspoken disengagement is real. You’re surrounded by people doing their jobs. But no one’s really in it with you. And eventually, leaders stop stretching too. We train people to disengage without realising it Here’s the contradiction that most organisations won’t admit: We say we want initiative, but we reward obedience. The safest people get promoted The optimists get extra work The truth-tellers get labelled difficult So people learn to conserve energy. They learn not to challenge ideas that won’t land. They learn not to flag risks that won’t be heard. And over time, they stop showing up with their full selves. This isn't resistance. It's protection. And it becomes the default when innovation is punished, risk isn't buffered, and "alignment" becomes code for silence. Boards rarely see it in time Boards don’t ask about belief. They ask about performance. But belief is what drives performance. When culture begins to fade, it doesn't look like chaos. It looks like calm. It looks like compliance. But underneath, the organisation is hollowing out. By the time a board notices the energy is gone, it’s often because the financials have turned, and by then, the people who could've helped reverse the trend have already left. In a 2022 Deloitte study on mid-market leadership, 64% of executives said culture was their top priority, yet only 27% said they measured it with any rigour . If you don’t track it, you won’t protect it. And if you don’t protect it, don’t be surprised when it disappears. The real risk: you might not get it back Here’s what no one likes to admit: Not all cultures recover. You can try rebrands. You can run engagement campaigns. You can roll out leadership frameworks and off-sites and feedback platforms. But if belief has been neglected for too long, the quiet ones you depended on, the culture carriers, the stretchers, the informal leaders, they’re already checked out. Some have left. Some are still there physically but not emotionally. And some have started coaching others to play it safe. Once that happens, you're not rebuilding. You're replacing. So what do you do? Don’t listen for noise. Listen for absence. Absence of challenge. Absence of stretch. Absence of belief. Ask yourself: When was the last time someone in the business pushed back? Not rudely, but bravely? When did someone offer an idea that made others uncomfortable? When did a leader admit they were unsure and ask for help? Those are your indicators. Because healthy culture isn’t silent. It’s alive. It vibrates with tension, disagreement, contribution and care. If everything looks fine, but no one’s really leaning in? That’s your problem. And by the time it shows up in the numbers,t might already be too late.