A growing number of organizations are integrating sustainability into their business strategy—realizing they can do well by doing good. In a recent McKinsey survey, 70 % of respondents said their companies have official sustainability protocols in place. For B2B companies, sustainability is increasingly tied to winning clients and generating revenue. But what does it mean to operate a “sustainable” business?

Owners and leaders of sustainable businesses learn to understand the environmental and social conditions that matter to their customers, suppliers, employees, lenders and regulatory agencies and how the company’s sustainability strategies can effectively address those concerns. For Freelance solopreneur B2B companies, the starting point for introducing sustainability is to align sustainability goals and strategies with products and services it provides. That is, B2B sustainability strategies are typically determined by operations—awareness of how producing your company’s key services and products impacts the environment and society with which you interact, and sustainability encompasses doing business without negatively impacting those factors. The goal of developing and implementing sustainable business strategies is to make a positive impact on at least one of those areas and the goals and implementation tactics are unique to each organization and influenced by company values and business goals.

B2B sustainability is different from B2C sustainable business practices. Sustainability in the B2B sector is mostly related to business operations such as responsible sourcing of what your company sells and credible policies and procedures that are documented in a sustainability statement that can be viewed by clients or prospects who may give preference to vendors who have sustainability protocols in place. Your company’s sustainability statement will be used to demonstrate to decision-makers who manage the purchasing of B2B services or products that your company has rational and effective sustainability practices in place. Stakeholders such as Chief Financial Officers, Human Resources, legal departments and risk management and other stakeholders who promote sustainability may also implement Environmental, Social and Government (ESG) strategies.

Sustainability in business can mean a B2B Freelance service provider can integrate sustainability by optimizing digital operations, embedding environmentally friendly practices into the solutions they deliver and aligning and, ideally, aligning the sourcing and delivery of their solutions with a particular client’s ESG targets. A well-written sustainability statement can impact whether your company wins contracts, becomes or remains an approved supplier, receives renewals of product or service orders and/or satisfies due diligence requirements of potential lenders or investors. Another plus is that the global and national media attention surrounding the importance of sustainability will likely result in enhancement of your company’s brand reputation when sustainability practices are introduced.

Getting started

• Understand your company’s current impact on the environment and the community. Start by assessing how your business activities affect the environment and society. This could be your supply chain, carbon footprint, waste management or community engagement. Where are your largest impact areas?
•  Set realistic goals. Once you know your impact areas, set achievable sustainability goals and they will be influenced by what a Freelancer or small business owner is able to impact. Your goals might include reducing waste, sourcing materials responsibly, or supporting local communities by volunteering at not-for-profit organizations that have a social mission.
•  Embrace transparency. Be open about your sustainability journey. Share your goals, progress and challenges with your stakeholders, including customers, employees and investors. As they say, perfection is the enemy of progress. Don’t think you have to have it all worked out before you start. However, remember that being genuine is different from being flawless—steer clear of greenwashing, as authenticity is key.
• Embrace transparency. Be open about your sustainability journey. Share your goals, progress and challenges with your stakeholders, including customers, employees and investors. Sustainability in the 2020s is still a work in progress; don’t think you have to have it all worked out before you start. As long as you avoid “greenwashing” and remain true to your values, just get started.
• Assess and adjust where necessary. Sustainability is a dynamic field. Stay informed about new technologies and practices that can be integrated into your business. Ideas are everywhere when we know who to ask and where to look. Finding a group of your peers with whom you could share ideas and other helpful info will inspire you. A sustainability leader at one of your client companies may also be willing to make suggestions and could even become a mentor. Do what is necessary to stay informed about new technologies and practices that can be integrated into your business.

Operational choices

• Green digital habits: Clear unused cloud storage, optimize website energy efficiency and use low-carbon hosting providers.
• Paperless workflows: Rely entirely on digital contracts, invoicing, and e-signatures.
• Remote-first optimization: Minimize business travel and offset unavoidable carbon emissions.

Service and deliverable alignment

• Sustainable positioning: If you provide writing, design, consulting, or tech services, offer specialized guidance, or content that explains and defends sustainable practices.
• Conscious vendor choices: Collaborate with sub-contractors and suppliers who also prioritize ethical and environmental standards.
• Value-added: Help clients track or present the reduced environmental footprint tied to the projects you oversee for them.

Going forward

Embracing sustainability is more than a trend; it’s a fundamental shift in how we do business. For Freelancers and small businesses owners, starting this journey can be daunting, but it’s essential for long-term success. Remember, sustainability is a continuous process of learning, observing, adapting and upgrading. By taking actionable steps early, you are not only contributing to a better world but also building a resilient and future-proof business.

Thanks for reading,

Kim

Image: Vecteezy