If I were in your shoes, the first thing I’d do is a full audit of every single piece of packaging that leaves your business. I mean everything: the mailer, the tape, the product wrap, the void fill, and any inserts. That’s where I’d start because it’s tangible, it’s completely within your control, and it’s one of the first things your customer physically interacts with.
In week one, I’d focus entirely on that audit. I would identify the worst offenders, which are usually single-use plastics. Then I’d research and order samples of alternatives. Chloe Thomas lays out some great, simple first steps on an episode of eCommerce MasterPlan. The goal for week one isn’t to solve everything but to identify the low-hanging fruit and prove to yourself that you can make changes. In month one, I’d take the data from my audit and start talking to my suppliers. I’d ask about their materials, their labor practices, and their own carbon footprint. This is where long-term business sustainability really begins, deep in your supply chain.
The thing I’d actively ignore at the beginning is the pressure to be perfect. Don’t worry about getting a B-Corp certification or achieving Net Zero status in your first year. Adam Bastock made a great point on the same podcast that for small businesses, these huge goals can be paralyzing. It’s better to make incremental progress. The story of how Olivier Momma grew Ekster Wallets while pursuing climate neutrality shows that it’s a journey, not a switch you flip overnight. He proves you can build a massive brand and care about the planet simultaneously.
The biggest trap is “greenwashing.” It’s so tempting to shout “we’re a sustainable brand now!” after switching to recyclable mailers. But customers see right through that. It’s far better to practice what Giles Smith calls “Active Transparency” in your marketing. Be honest. Talk about the changes you’ve made, but also acknowledge the things you’re still working on. Austin Simms, the CEO of Dayrize, really emphasized that clearly communicating your product’s environmental credentials is key. Tell the story of your progress. That’s how you build trust and turn sustainability from a cost center into a core part of your brand that customers love.
