There’s Nothing Sustainable About Businesses That Are Talk And No Action

Julie Starr • June 1, 2021



With large corporations some of the worst offenders for environmental crimes, sustainability is, quite rightly, becoming a pressing business concern for as many as 62% of executives . This sounds like great news until you consider that a mere 25% incorporate sustainability into their overall business models. 

This is what’s known in the industry as the ‘knowing-doing gap,’ and it’s a driving force for ongoing negative best practices with regard to corporate environmental concerns. More worrying, perhaps, is the fact that upfront sustainable understanding can confuse consumers into believing that companies are doing more than they actually are. From a business standpoint, this might seem better than the reality of inaction that’s the alternative, but misinformation or false representation can have severe repercussions, especially with regards to such a volatile topic.

To prove that point, we’re going to consider just three of the ways that failing to back up talk of sustainability with verifiable action could ultimately damage your company’s bottom line. 

# 1 – The risk of reputational damage

With 83% of eco-conscious millennials claiming that they prefer to shop with brands that share their values, the benefits of talking about sustainability are plain to see. However, if you don’t back those values with action or, worse, if you continue environmentally damaging processes behind the scenes, then the reputational damage you’ll suffer will be worse than any potential benefits. This is why companies that push the sustainability narrative need to ensure that they’re at least taking steps to improve damaging processes, driving the positive change that is always going to outweigh anything you can say about sustainability. 

# 2 – Failure to complete

More companies than ever, including top names like Nike, Pepsi, etc., are taking steps towards a more sustainable future by implementing key improvements such as sustainable packaging , reduced waste, and recycling drives. As such, merely talking about sustainability is no longer enough to keep modern consumers onside. Instead, a company looking to compete not only needs to spread a positive sustainability message but also needs to ensure that they’re taking steps to at least stay in line with the sustainability best practices of the moment. Only then can they guarantee that modern consumers keep looking their way.

# 3 – Falling foul to non-compliance

As pushes for sustainability increase, this becomes more than just a consumer concern, with many local councils now implementing stringent sustainability regulations regarding waste management, pollution, etc., especially at a corporate level. As such, consumers aside, talk without action here could leave you in severe legal trouble. This could lead to closure or heavy fines, and action against you as a result of this discrepancy will most certainly stop customers from coming to your doors moving forward. By taking the time to build a sustainable business model that adheres to local regulations, companies not only ensure good legal standing within their communities but should also find that they automatically start to back their talk about sustainability with positive changes that their consumers can actually see. 

A Greener Supply Chain with Micro Fulfillment

By Julie Starr • May 23, 2025
A sustainable supply chain is made possible with some major shifts and minor changes that you may not consider at first. One of these is micro fulfillment, where strategically placed warehouses provide streamlined services to a smaller area. So, what are some of the benefits of changing your logistics? From consolidated deliveries to minimal eco-impact, here are a few. Closer Customer Proximity There are a few ways that micro fulfillment centers are revolutionizing the courier industry. Reduced emissions, local sourcing, and support for urban stability are just three of the many examples. Compact logistics are quickly becoming a solution for businesses that want to make a difference, and through small warehouse space for rent , as and when needed, environmental footprints are diminishing as companies deliver services and goods to a smaller customer area. Consolidated Delivery Options Efficiency is everything in business, but it is even more critical when a company is looking to reduce the environmental impact of its operations. Through a micro-fulfillment system, a business is able to reduce the overall number of trips that a courier has to make. With consolidated deliveries concentrated in a smaller geographic area, there are many more options available that contribute to a lower impact, including efficient use of fuel for lower emissions. A Greener Supply Chain with Route Efficiency A company can make many changes when becoming the green link in the supply chain for a healthier logistical operation. However, an average home delivery round for a standard courier service is 50 miles, with 0.42 miles between each drop-off, producing 181g of carbon each. Focusing on a smaller area through micro fulfillment reduce the associated issues with couriers: Being closer to delivery routes reduces the need for extra shipping options. Electric delivery vehicles can be used as there is no need to recharge them. Knowledge of the area helps with routes as drivers can avoid congested areas. Lower Environmental Impact Of course, all efforts to go green and become more sustainable through logistics are to reduce the environmental impact that a business has on the area. Micro fulfillment contributes to this in a way that a wider operation cannot. Shorter routes and enhanced inventory management actively reduce waste. There is also much less energy used, as micro fulfillment centers are designed to be energy-efficient, and EVs and less transport contribute to emission reduction. Enhanced Socioeconomic Benefits There is also a social and economic impact of a business. An enhanced and more sustainable business using local micro fulfillment centers instantly creates more jobs, helping to prop up the local economy. Of course, the efficiency of this type of logistical operation also results in happier customers, increasing the chance of repeat business. From a business perspective, you demonstrate a commitment to ongoing sustainability , appealing to eco-conscious customers. Summary Being closer to customers for delivery helps create a greener supply chain when used with micro fulfillment centers. Local couriers and employees also know the area and can avoid congested areas for streamlined operations. However, there are also social and economic benefits such as job creation, improved customer experiences, and enhanced brand reputation.

Sustainability in Ecommerce: 3 Ways to Make Progress Where It Matters

By Julie Starr • May 21, 2025
Sustainability is no longer a nice-to-have—it's essential. That’s true across every industry, and ecommerce is no exception. But let’s be honest: building a more sustainable ecommerce business isn’t always straightforward. From packaging to supply chains to last-mile delivery, the challenges are real—and often feel like they’re outside your control. But here’s the good news: sustainable ecommerce is absolutely possible. And it doesn’t have to be all or nothing. Small, strategic shifts can make a meaningful difference—not just for the planet, but for your customers and your brand’s longevity. Here are three actionable ways you can move the needle toward a more environmentally responsible ecommerce business. Choose Sustainable Packaging That Works for People and Planet Packaging is often one of the most visible and wasteful—aspects of ecommerce. From oversized boxes to plastic fillers, the impact adds up fast. But it doesn’t have to. Thoughtful, sustainable packaging design can dramatically reduce your environmental footprint. Start by right-sizing your shipments to reduce excess material and emissions. Opt for recycled, recyclable, or compostable materials that align with circular economy principles. Better yet, one option is to design custom boxes with sustainable materials, for example. These custom packaging solutions eliminate unnecessary layers while enhancing your brand’s presentation. These aren’t just more sustainable choices, they’re smarter ones. Today’s customers care about where materials come from, and where they end up. Your packaging can reflect your commitment to both. Partner with Purpose: Choose Sustainable Suppliers Your supply chain is an extension of your brand and one of the most powerful levers you have to reduce your environmental impact. You could end up using more than a few suppliers when you’re running an ecommerce company . It’s always worth making sure these are as sustainable as possible . While you may not control every aspect of your suppliers’ operations, you do control who you choose to work with. Prioritize suppliers who share your commitment to sustainability. Look for transparency in sourcing, third-party certifications, and a clear track record of environmental and ethical practices. Ask the right questions: Are their materials responsibly sourced? Do they minimize waste and emissions? How do they treat their workforce? Choosing partners who align with your values not only improves the sustainability of your products—it strengthens your brand’s integrity and resilience. When your supply chain reflects your mission, it creates trust and long-term value across your business. Lead with Impact: Promote Environmental Awareness Sustainability doesn’t stop at your supply chain. As an ecommerce business, you have a unique platform to elevate environmental causes and inspire meaningful change within and beyond your operations. Sometimes, it’s just a matter of highlighting and supporting various sustainable initiatives and causes around the world. One powerful way to do this is by supporting organizations and initiatives that align with your values. Whether it’s donating a portion of your profits, partnering with mission-driven nonprofits, or amplifying important causes across your website and social channels, your advocacy matters. By shining a light on solutions and inviting your customers to participate, you strengthen your brand’s purpose and build a community rooted in shared responsibility. This isn’t just good for the planet; it’s good for business. Sustainable ecommerce is entirely possible. With the right mindset and a few strategic shifts, your business can lead with integrity, reduce its footprint, and become part of a much-needed transformation in the digital economy.