Business owners: Are you looking for ways to make your business more sustainable? Read the article below for insights on why sustainability matters for your business and ways you can take the first step in turning your business green.

The world’s first net-carbon-neutral merchandiser shares how to begin your company’s journey toward being both sustainable and profitable.

Lou Cysewski, an Entrepreneurs’ Organization (EO) member in Seattle, is co-founder and CEO of Coolperx, the world’s first net carbon neutral merchandising company. She’s on a mission to transform the merchandising industry from a toxic environmental polluter to a conscientious connector of people and values. We asked Lou how entrepreneurs can build and grow more sustainable businesses. Here’s what she shared.

Why Sustainability Matters

Promotional products represent a nearly $30 billion industry that produces about $24 billion in landfill waste in the United States every year. The reason for the immense waste: On average, recipients only keep promotional swag for eight months. This is the industry I’m in.

To build a drastically different merchandising company, I had to make decisions that were both sustainable and directly impacted our bottom line.

Since day one, we’ve built our company with sustainability in mind. Last year, we took it further: We began tracking the carbon footprint of products we didn’t produce but sold—and discovered a massive amount of untracked carbon. We realized that, regardless of our efforts to reduce and reclaim the emissions we knew to track, we were missing the biggest emissions contributor.

To solve this issue and empower others to account for their true climate impact, we developed our proprietary “Climate Cost Index.” It enables us to evaluate the environmental impact of all our products—from concept to end-of-life—and make informed decisions regarding product materials, packaging, and shipping practices that align with our sustainability goals.

All these decisions came at a cost. The road to profitability was not a straightforward one. To remain true to our values and sustainability practices, we often declined to work with companies that weren’t willing to make the necessary investment in ethically sourced products. But today—like many others, including Patagonia, West Paw, Rubicon, and Siemens—we’ve demonstrated that sustainability can be both the right and smart thing to do.

Indeed, sustainability can become hugely profitable in the medium to long run. For example, studies indicate nearly six in 10 consumers are willing to change shopping habits—and pay higher prices—to reduce their environmental footprint.

It’s true that sustainability supports customer attraction and retention. It’s also true that having a strong environmental mandate equally supports talent attraction and retention. Today’s employees seek more than a paycheck. They want to feel good about their work and play a role in making the world a better place.

Investing in a sustainable business model played a pivotal role in supporting our company’s sales, employee engagement, and performance—among a long list of additional benefits.

How to Jumpstart Sustainability in Your Business

Either driven by a strong desire to protect our one and only Planet Earth or adapt to changing customer trends, companies are increasingly embracing sustainable goals. However, while they understand the why, they often struggle with the how.

The most significant idea I share with companies ready to make this investment is to create an ecosystem where sustainable practices flow throughout their entire supply network—not just their individual company. It’s one thing to reject practices that are harmful to the planet and yet another to require business partners, vendors, and suppliers at every level of the supply chain to do the same.

Here are 10 steps toward achieving that goal: 

  • Articulate what sustainability means for your business: What specific sustainability-related challenges does your organization face?
  • Once you’ve identified your focus areas, set clear, measurable environmental goals, and KPIs.
  • Enact sustainability processes and programs to reach these goals.
  • Hire or train the talent you will need to run said processes and programs.
  • Regularly measure your sustainability performance.
  • Report both internally and externally on your sustainability performance.
  • Conduct risk assessments on suppliers/vendors before engaging in agreements to ensure they share and uphold the same, agreed-upon environmental values.
  • Incorporate accredited cradle-to-grave carbon life cycle analyses on all products and durable goods you purchase.
  • Require suppliers/vendors to report on actionable sustainability metrics.
  • Recognize and prioritize suppliers that hit sustainability benchmarks.

Again, these steps can be costly and time-consuming but are worth it to both protect the environment and improve business performance.

Please don’t take my word for it, though: Oxford University and Arabesque Partners conducted a meta-study, from the stockholder to the stakeholder, based on a detailed analysis of 200-plus sources. It confirmed a correlation between good business practices in sustainability and economic profitability. The results were remarkable: 88% of the 200 sources reviewed found that companies with solid sustainability practices have better operational performance, ultimately resulting in better cash flow.

This article was written by Entrepreneurs’ Organization from Inc. and was legally licensed through the Industry Dive publisher network. Please direct all licensing questions to

This article is licensed content that was created by a “third party” not affiliated with Santander Bank, N.A. (“Santander”). This article is for promotional purposes only. Santander does not provide investment, business, financial, accounting, tax, or legal advice, and the content of this article does not constitute investment, business, financial, accounting, tax, or legal advice. Santander does not make any claims, promises, or guarantees about the accuracy, completeness, currency, or adequacy of any content. Santander expressly disclaims all express and implied warranties of accuracy, completeness, currency, or adequacy of the information and content in this article. Readers should consult their own attorneys or tax or other advisors regarding the applicability of any referenced information, or financial or other strategies to their own unique circumstances. This article does not necessarily reflect the views or endorsement of Santander. Please note that third-party websites may have privacy and security policies different from Santander; please review the privacy and security policies of such websites.

Santander Bank, N.A. is a Member FDIC and a wholly owned subsidiary of Banco Santander, S.A. ©2022 Santander Bank, N.A. All rights reserved. Santander, Santander Bank and the Flame Logo are trademarks of Banco Santander, S.A. or its subsidiaries in the United States or other countries. All other trademarks are the property of their respective owners.


Was this article helpful?

You already voted!