As ethics become a bigger customer draw, sustainability grows crucial

Consumers are becoming more conscious of the environment. They are driving green cars, recycling waste instead of throwing it away, looking for energy indicators on appliances and taking other steps to reduce their ecological impact. Of course, that also means green ethics become important to consumers when they are considering which companies to support with their product and service purchases.

Interface Americas, a manufacturer of commercial carpet, tile and interior fabrics, first noted this trend back in 2007. Dave Gustashaw, vice president of engineering at the company, said respect for the environment became an integral part of the company's ethics after he observed how many customers said they bought products from Interface based not only on their quality, but also the business' stance on environmental preservation.

The key, Gustashaw said, is realizing that sustainability does not equate to bad business practices – rather, going green can actually benefit companies' bottom lines. For example, Interface takes methane gas produced by a local landfill and then converts it into a power source for its factories. Overall, Interface is able to save 30 percent on the cost of energy by going this route.

“This has several effects: It reduces smog and the global warming potential for the community, and also decreases the extent to which the landfill pollutes the water table,” Productivity Press reports. “Revenue from sale of landfill 'air waste' reduces the tax burden for residents or buys more services.”

Lean and green sustainability

This is just one example of how businesses can use Lean practices to bolster their environmental sustainability. With Interface, it was quite easy to identify ways to reduce the manufacturer's impact on the environment while also allowing it to prosper financially. With other companies, such solutions may not be as readily apparent.

Ultimately, organizations should be using Kaizen philosophies to identify wastes. Once a number of wastes have been recognized, entrepreneurs should ask themselves, “Do any of these have an impact on the environment?” By thinking critically about the way their processes impact the environment, businesses will be better able to reduce their ecological footprints while also improving efficiency and productivity. Learn more about how you can reduce your environmental impact by checking out Enna's line of books and training packages.

Consumers are becoming more cognizant of the environment, and if businesses want to maximize their appeal to prospects, they also need to make sustainability part of their ethics. In an era where environmental friendliness is just as important to customers as product value, green sustainability can be a major factor to success.