Sustainability. What does it mean? According to journalists,
speakers, bloggers, students, and whoever else can write or talk it can mean a
lot of things. We hear about environmental sustainability, we hear about
cultural sustainability, even economic sustainability. I have even heard people
us it when regarding something in a positive light. Whatever the case,
sustainability is generally used to refer to making something last, and
creating something that benefits all of the groups involved. You might even
have a sustainability focus in your business already. If you do that’s great,
if you don’t I’ll fill you in on why you NEED to become more “sustainable” (in
the general sense of the word).
Now I could get up on my soap box and tell you that you have
to become sustainable for the good of the planet. I could go on about climate
change, but I won’t. I know that those are topics that people have strong views
about. I’m not looking for some debate, or threats emailed to me. I’m here to
tell you that becoming sustainable is more than just beneficial for the
environment; it’s beneficial to your business. If you were in show business
we’d say “It puts people in the seats”. It’s the bait for an audience that
businesses in the horticultural and agricultural industry so desperately want
to reach: Generation Y. As overused as the term may be, Generation Y digs
sustainability.
The connection between Gen Y and sustainability lies in the
fact that one of the main interests of the generation is giving back. These
young individuals are coming up in a world that is extremely connected, and
though older generations may feel rooted in specific communities, Gen Y-ers
feel strongly that they are a part of a global community and they believe that
everyone has a part to play in making this world a better place. If you’re a
part of something that they see as a value to the planet and all the people on
it they see value in you.
Becoming more sustainable gives you the ability to give
back. It gives you something to talk about. Sustainability becomes woven in the
story of your business. It gives your business a cause. Something Generation Y
can stand behind. From there leave it to them and they will champion your
business. Who knows maybe you could even go viral! Recently watching a TED talk
by Simon Sinek, a message was left that resonates perfectly with this example.
“People don’t buy what you do, they buy why you do it.”
When I say “more sustainable” I’m talking about different
things. It’s all about what’s sustainable for your business (see what I did
there?). If you can get a grant or have the money maybe it is about doing big
things like buying new systems or technologies. If you’re a local business
maybe it’s about starting a small compost operation to incorporate into the
soils that you use. In this industry it’s so easy to become just a little more
sustainable because more and more developments are being made every day from
peat-free media to compostable pots.
Also becoming sustainable doesn’t even have to be about the
environment at all (What?). Maybe your angle is about the people. Maybe you
want to give back to the community. You stand for cultural and community
sustainability. Maybe you don’t have to give away anything at all. You could
simply start a program that gives talks on Saturdays to kids about the benefits
of gardening. Becoming sustainable isn’t about saving the planet. It’s about
everyone doing their part. That’s what Gen Y loves. If you want to appeal to
them, give them something they can help out with too. Give them a chance to get
involved. They want to help you make a difference. Start your own revolution.
At the end of the day, sustainability isn’t about breaking
the bank to change the way you operate. That’s not “sustainable” at all. It’s
about doing what you can, with what you have and trying to do things to benefit
others. Chances are the things you do to benefit others will come back in the
long term. You get twice what you pay in....maybe more.
If you want to connect you can always find me here:
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