As of late, a troubling trend has emerged – numerous companies are publicly acknowledging that they will not meet their sustainability targets by 2025. This reality underscores the profound challenges businesses face in balancing ambitious eco-friendly goals with the practical demands of financial performance and stakeholder expectations.

The pressure to deliver short-term results often clashes with the long-term vision required for meaningful environmental impact, leaving many companies struggling to find a viable path forward.

An overwhelming 80 percent of consumers are concerned about the environmental impact of their products and are willing to pay more for sustainable products.

At a time when sustainability isn’t just a buzzword but a business imperative, navigating the terrain of eco-conscious practices has become paramount for businesses that want to thrive. Consumers today are no longer passive participants in the market; they’re active agents of change, demanding more sustainable alternatives to traditional products.

An overwhelming 80 percent of consumers are concerned about the environmental impact of their products and are willing to pay more for sustainable products. As a result, consumers are projected to spend a whopping US$188 billion on eco-friendly products in the United States alone this year.

But it’s not only a matter of consumer preference; it’s a strategic imperative. A recent study revealed that 73 percent of American employees are anxious about climate change, and 61 percent want to see their companies adopt more robust environmental initiatives. And employees are willing to put these concerns into action, with 51 percent saying they would consider leaving their jobs if their employer’s environmental efforts aren’t aligned with their personal values.

Breaking Inertia

The tide is turning, and companies are taking notice. The number of executives worldwide who understand the business case for sustainability has tripled between 2022 and 2023, signaling a paradigm shift in corporate consciousness.

Moreover, recent research indicates that business leaders are increasingly clear on sustainability initiatives’ return on investment. As a result, a significant proportion of companies are gearing up to ramp up their sustainability investments.

However, the journey toward sustainability isn’t without its challenges. Despite the clear benefits, many companies still perceive sustainability initiatives as cost-prohibitive and are hesitant to commit without assurances of returns fully. Balancing the bottom line with environmental stewardship can be a delicate dance, especially when companies must answer to stakeholders expecting short-term gains.

Balancing the bottom line with environmental stewardship can be a delicate dance, especially when companies must answer to stakeholders expecting short-term gains.

But with the latest research breakthroughs and innovative technologies, we can significantly accelerate R&D processes while driving down costs. For instance, at erthos®, we’ve harnessed AI to streamline our R&D efforts, enabling us to expedite the development of next-gen biomaterials.

Our climate technology company has developed a database of hundreds of ingredients, both patented inventions and industry-tested available biobased sources, that meet the highest standards in performance, cost, environmental footprint and industry compliance.

As a result, we can create better packaging solutions for the world’s largest consumer packaged goods and manufacturing companies with an end-to-end design process that is five times faster than traditional methods (leading to a 92 percent reduction in cost) while being compatible with their existing supply chain.

Become Better

Meeting the urgency of the climate crisis by primarily focusing on reducing our global dependency on plastics is the ethos of our organization. Yet, time and again, I meet executives of large and small companies who are unsure how to meet their ambitious sustainability goals. If that sounds like you, here are four recommendations to boost an organization’s net positive environmental impact:

1. Stop wish cycling

Only nine percent of all plastic ever produced has been recycled. Limiting an organization to recyclable solutions alone will make a future without plastic pollution impossible. It’s already been predicted that unless we take action, there will be more plastic in the ocean than fish by 2050, and we are consistently discovering microplastics in our own bodies.

By adopting alternative materials for hard-to-recycle products, we can strategically target problem areas such as flexibles as well as rigids, where we often witness the impact of microplastics at its highest degree.

2. No one size fits all

Biomaterials, when designed effectively, can offer incredible benefits to existing supply chains. However, no single biomaterial will check off every box for nuanced sourcing and sustainability needs.

Currently, we are at a pivotal moment in the industry where biomaterials can be tailored to meet complex targets, but only when given the time and support from bigger players with influence across the value chain. By investing in next-gen material technology, we can change the narrative.

3. Paper is not always the best solution

Traditional pulp and paper-based materials are typically lined with non-compostable, low density polyethylene (LDPE)-based coatings, which lead to microplastics in our ecosystems that can be ingested by living organisms. Paper and LDPE mixed materials will persist in the environment and lead to more downstream issues within our ecosystem. However, when paired with a biomaterial, these solutions have the potential to be 100 percent toxic-free.

4. Global impact is tied to intersectional impact

When choosing to scale solutions, it’s extremely important to consider the impact globally, specifically within marginalized communities already facing a disproportionate impact from plastic production.

Prior bans of single-use plastics have often left behind the disabled community, for example. Are we truly building inclusively by introducing models like reusing, refilling, or eliminating single-use plastics altogether?

Let’s seize the moment while it’s here and start working toward a more sustainable world – now.

As consumers increasingly demand eco-conscious alternatives and employees seek alignment with corporate values, companies must not only meet but exceed these expectations to thrive. This involves a thorough shift toward sustainable practices that permeate the entire supply chain.

By embracing this imperative and harnessing the power of innovation, businesses can safeguard the planet for future generations and unlock new opportunities for growth. So, let’s seize the moment while it’s here and start working toward a more sustainable world – now.