Biz

The importance of building a sustainable brand

The last few decades have seen the shopping experience revolutionise. With technology and independent stores drawing customers’ attention away from the high street, there’s now a better sense of community between customers and business. With the ability to have direct communication with stores as well as the digital world providing customers a platform to voice their opinion, it isn’t surprising that customers have developed an interest in a product’s history rather than the product itself.

What ‘brand’ really means 

Here is where a company’s brand holds high value. For many, the word ‘brand’ brings to mind logos and slogans, but as Paul Jankowski points out, a company’s brand is so much more than a logo. A company’s brand is the perception of the company, and the emotional links born of that perception. Customers scrutinise every aspect of a company’s message and purpose, and now more than ever, their stance on sustainability. 

Becoming sustainable 

Waste management is being developed, with everyone looking for ways to reduce and recycle, enjoying a transformation from an unwanted by-product to a potential source of energy and raw materials. 

However, according to Helistrat, this is being hindered by outdated methods of handling waste, such as the removal at per price per bin, per lift. The company poses the following questions as a means for a brand to plan a way to better utilise its waste in order to gain that all-important sustainable image: 

What are our objectives? 

So, what can your company do to help? This could be anything from; committing to diverting waste away from landfill, reducing waste at the point of procurement, or reducing the waste involved in your supply chain.

Setting goals like this not only helps your brand contribute to a sustainable environment but provides a competitive edge.

How do we segregate the different types of materials?

This depends on your industry, as separating waste can seem like a disconcerting task. But doing so can lower costs for your business, with huge savings on landfill tax. Diverting your waste from landfill wherever possible should be your goal, not only for your profit margins but for your sustainable brand image. Waste management company Reconomy have outlined a step-by-step guide to segregating construction waste, but the strategy is certainly flexible across all sectors.

Keeping track of materials ordered

Keeping track of what’s coming in, like to a construction site or a manufacturing line, will let you expect potential outgoings. Look at what waste you are producing and its source — can it be injected back into the circular economy? Or could it even be scrap metal that can be sold? When segregating waste, keep in mind what is hazardous. Hazardous waste materials will require specialist disposal, whether its batteries or chemicals, it requires special treatment.

Using skips and containers

Separating waste at production will make the process easier than separating a mound of waste. As an example, for the construction sector, this means making sure there is correctly labelled on-site storage for each waste stream. You could have a section for general waste, a section for packaging and a section for hazardous waste. 

If you plan on hiring a skip, check that you order the right size with the available space you have. If 

Trained staff 

It is inefficient to plan a waste management strategy if you’re not implementing it correctly on the shop floor. Make sure your team knows your strategy and how your waste is being segregated. Everybody needs to be singing from the same hymn sheet. 

Seek expert help

A business waste collection company will be helpful in dealing with the complex parts of your waste strategy. For example, you may require assistance in how to optimise your segregation with the room you have available on site. 

  • Have a valid waste carrier registration
  • Use licensed recycling and disposal sites

Changing the face of waste 

Designing an effective strategy will not only help you avoid landfill but gives you something to tell your customers about. The market potential for being an honest, sustainable brand cannot be overstated. Triple Pundit outlined how sustainability drives greater efficiency within a business, builds authenticity through a transparent supply chain. This creates a greater understanding of your customer base through understanding what they want and need from your business.

Managing waste correctly is not only beneficial for your company but is beneficial for the planet too. It’s essential for businesses to handle their waste responsibly, which will hopefully encourage others and stimulate a circular economy.

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