The important role of sustainability in small business marketing

Published May 29, 2022 09:00 a.m. ET
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Over the last few years, we’ve seen that concern for our environment has grown significantly, and that puts pressure on both people and businesses to adopt greener, more sustainable practices. There is no one, single country or region affected, as the whole world, including every generation and demographic, shares fears for our planet’s well-being.

People care about environmental responsibility

According to one study by Nielson in 2017, more than 80% of respondents agree that companies should be working to improve the environment, a number that’s likely only grown since then. These voices are getting louder than ever, forcing political and industry leaders to take the initiative by setting important goals like becoming carbon neutral in the very near future.

For the most part, people believe that large corporations, especially, should be making moves to be more eco-friendly, but it’s typically less expected from smaller businesses that are functioning from within small profit margins. However, according to another study by the US Small Business Administration, small businesses make up almost half (46.8%) of the workforce. Does that mean it’s time for smaller-scale operators to pick up some of the slack? Some experts and consumers say yes.

How small cannabis businesses can become more eco-friendly

Smaller green companies might not have access to the same copious amounts of resources and capital as larger competitors. Still, it’s possible to make changes to become more environmentally friendly.

Evaluating partnerships

Take a look at vendors and business partners to see if they have like-minded beliefs and do all that they can to support those that choose to take the initiative.

Equipping employees with the tools they need for a more sustainable workplace

Doing something as simple as providing reusable mugs, thermos, and water bottles can go a long way in reducing their environmental impact. For many, it’s the start-up cost of using these items that are holding them back from avoiding disposables. Help them to get past that barrier, and your office will have a whole lot less trash to contend with.

More sustainable business practices


Television screens and utilizing PDFs that can be digitally sent to all employees can help to reduce the number of copies that need to be made, saving both papers and electricity. Energy-saving lights, shared coffee pots, water coolers, and an onsite cafeteria can help to reduce environmental impact by reducing electricity consumption, fast food runs (burning fuel), and other disposable materials that come into the office.

Promote environmental responsibility

A cannabis company can make moves to improve sustainability, but it can also play an important role by influencing employees to adopt more eco-friendly practices, such as recycling, at home. Education and awareness are key to shifting public perceptions towards a better, brighter, and healthier future for our planet.

Work with communities

Many small cannabis businesses are already working with local communities to raise awareness surrounding the benefits of greener businesses and personal practices.

Organize events

Though we should always be looking at what we can do right now to improve our dire environmental situation, businesses also need to realize that so much damage has already been done. This is something we can tackle together if communities get involved in the process. A great way for cannabis companies to facilitate this shift is by hosting green events, like neighbourhood road or waterway cleanups.

If we’re going to correct some of the damage caused by our ancestors in hopes of leaving future generations a far better world, then we need all businesses, big and small, to take action. This isn’t a problem that can really be solved overnight, but it is a situation we can slowly work out if we’re all willing to make minor changes in how we do things.

Do you reduce reuse and recycle your cannabis packaging


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