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SUSTAINABILITY & STARTUPS

Writer's picture: Kim TuleuKim Tuleu

Sustainability 101: Getting Started


What’s new. Smart founders now recognize the need to start incorporating sustainability goals into the strategic plans for their startups. 

By incorporating sustainable practices from the beginning, startups are better positioned to attract investors and appeal to customers.

Why it matters.  Sustainability is not just a trend; it’s becoming a fundamental part of business strategy. For startups, embedding sustainability goals into the strategic fabric of the company from the beginning can be a critical factor in long-term success. According to the ERM Sustainability Institute Annual Trends Report 2024:

  • 70% of investors surveyed agree that companies should incorporate sustainability practices into their corporate strategy;

  • 62% of Gen Z consumers born between 1997 and 2012 say they prefer to purchase from sustainable brands;

  • 87% of Americans claim sustainability certifications are important to their purchasing decisions.


The takeaway. By incorporating sustainable practices from the beginning, startups are better positioned to attract investors and appeal to customers. In addition, implementing sustainable practices, such as energy efficiency and waste minimization, can lead to significant long-term cost savings. 


Next steps. Implementing sustainability does not have to be complex. Here are three steps you can take to create simple but impactful sustainability practices for your startup. 

  1. Define 5 Goals:  Create a basic framework for the company that will assist in defining sustainability goals. The United Nations Sustainable Development Goals (https://sdgs.un.org/goal) are an excellent guide for any startup working to develop sustainability goals that are in alignment with a global framework.

  2. Measure Your Goals: The framework created can then help with establishing metrics to track progress against company-wide sustainability goals;

  3. Talk about Your Goals: The framework and metrics established can lend credibility to the company’s program and also allow for an on-going dialogue when communicating progress on goals to employees and stakeholders.


And, if you need help, you can always consider a fractional expert to support you as you get started. For example, a fractional chief of staff, or chief strategy or sustainability officer can provide guidance and structure while keeping your team efficient and focused.


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A FRESH APPROACH  |  Chiefly & Co.’s fractional experts accelerate sustainability & profitability for companies driven to do well while doing good. Learn more at chiefly-co.com


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