Education is Key to a Sustainable Future

Companies are under increasing pressure to adopt sustainable practices. But lasting change is easier said than done.
In 2025, sustainability is no longer a trend, it’s a must. Over 75% of agencies and marketers across Europe making are making it a priority.
But for a sustainable future to truly exist, leaders must commit to more than just talk. They must take action. They must wholeheartedly embed sustainability into every part of their business.
And that means education.
So, how do leadership go about implementing this?

Unhelpful Helplessness
The term ‘climate change’ has been around for over a decade, often igniting feelings of helplessness rather than action.
Natural disasters, melting glaciers, and droughts are all front page news and can seem out of our control.
Even the use of the word ‘natural’ implies that such events are beyond human influence.
Although the frightening narratives are important, they can also paralyse us. We see the enormity of the problem and think, ‘What can I possibly do?’
Alarmist messaging might capture attention, but it’s hope that inspires action.
We, therefore, need to be informed, but also encouraged!
Everyone needs to understand how their actions can contribute to a sustainable future.
How Can Businesses be More Sustainable?
It’s easy to feel helpless if we aren’t well informed on how to tackle a problem.
88% of consumers say they want brands to help them be more ethical and environmentally friendly.
By educating people on the benefits of their environmental choices, they can easily make more informed decisions.
In fact, 41% of customers say they would purchase more sustainable products if they actually understood the impact of their choices.
Truly proactive corporations are not just creating sustainable products; they’re educating their customers.
Take Allbirds. Each product has an environmental impact tag attached to it, showing the carbon footprint of the item.
By being transparent and honest about their sustainability efforts, customers can make informed decision on the purchase, while also being educated on the issue.
We already know we’re in a crisis. What we want to know is: how we can fix it.
And since we’re all riddled with fear (which is likely why we’re ignoring the problem in the first place), we might as well make the information fun to digest, right?
Ecover does this brilliantly.
They inform, inspire and encourage customers, to not only to buy their product, but to engage in sustainable behaviours on the whole. Plus, their website is a joy to navigate.
Your People, Your Responsibility
Educating your employees is just as crucial.
Businesses should feel a responsibility to equip employees at all levels with the knowledge and skills to act sustainably. By doing so, staff are encouraged to be ambassadors for positive change.
Morrison Construction is a great example of this. They make sure their employees stay up to date with sustainability skills, while also regularly revisiting the company’s sustainability goals.
It’s about creating a culture where everyone can understand their role in building a sustainable future.
They also take it a step further, partnering with colleges to sponsor students and provide access to courses like Waste in the Circular Economy, a desirable qualification for employers.
This is a fantastic example of how businesses and schools can, and should, work together to build a more sustainable workforce, and therefore a sustainable future.
Our Actions Will Influence Others
As our Applied Behavioural Scientist, Mark Hauser, says in a previous blog:
It’s time to create a ripple effect. Our actions influence those around us, gradually shifting social norms.
Informed customers influence others. Proactive brands influence social norms.

We must embrace a new way of thinking, not just to survive, but to thrive in a world that demands sustainability.
As our Director, Sally Tarbit, notes in a recent article:
We have to take responsibility for the environmental impact of our work. This means positively influencing behaviour and driving sustainable change within our organisations.
Everyone must be open to education.
Final Thoughts
Leadership must educate not only themselves but their colleagues, stakeholders and people around them to fully commit to sustainable futures.
By fostering a culture of sustainability within businesses and communities, we set new social norms and pave the way for lasting change.
The time to act is now.