Boosting the ‘Bottom Line’ with Clear Ethos Messaging

Commencing a business carries a piece of your heart and therefore is part of you, on various levels, even if you are an investor you want to be part of a feel good operation which actually makes a difference for good and is viable. The design of your business agenda places the priorities as what is of most important to you in the process. As you build, renovate and/or refurbish your premises, through to choosing the products/services and processes to design, deliver and direct your dream, through to fruition, there are considerations where you will have or have had to choose what expense you will go to and for what return. For example, when a painter advises the environmentally friendlier choice is more expensive and will require re-painting earlier, do you choose the least expensive option instead? Many will be focused on what is referred to as the ‘bottom line’.

The power of brand synergy with your ethical efforts is often underestimated and therefore ignored. The ability to connect your brand to the hearts of your preferred target audience, through your story, is very powerful. By marketing your business effectively in all regards, including your authentic sustainability efforts, helps to highlight an added reason why people will attract to your entrepreneurial efforts compared to your competitors. This is ‘bottom line’ is affected by many aspects of your executive decision making, and it is to your benefit to consider your business practices holistically, not just from a limited perspective. Understanding the return on your investment (ROI) from each activity implemented is important, but not necessarily from the point of view of direct sales alone.

Your business receives reach from its standing in the community and how you contribute, interact and serve the communities most affected by all you do. Each small action may not be noticed by all, and this is where you have the chance to promote your environmental decisions and community efforts in clear messaging. If you are in the hospitality industry there are many suppliers who know there are improved goods available and when you ask about such you could be greeted with a push to stick with the status quo of what others in your region are using, including cleaning products, toilet paper and right through to the takeaway packaging, as well as how you dispose of boxes when goods are delivered.

Encourage your staff to be included in not only implementing your ideas, but to be the instigators of ideas. Listen with an open mind and watch how empowered your team becomes. Word of mouth is the most powerful medium for advertising, adding the staff to the promotions list can work wonders. If they are proud of not only the work they do, but engaged in the growth strategies for not only their workplace, but also their communities, far and wide, then the degree of output achieved will undoubtedly improve also.

Photo Credit: Industry Kitchens

As a retailer, the suppliers you choose to utilise to make up the offerings displayed can be sustainably sourced. It may take a little more effort to find those who have the best options, as well as the capacity to continue to supply goods efficiently. Customers everywhere are more conscious now. The movement towards seeking out those operators, who make the added focus of contributing to add their mark, so as to make a difference to achieve an improved world, are able to stand out from the crowd and gain the attention to compete better. It is all in your communicative effectiveness. Island Living Australia from Sydney North Shore so eloquently curates a collection of sustainable products from their home nation and from further abroad.

https://islandlivingaustralia.com.au/

As a food producer and subsequent wholesaler, distributor and retailer, Maleny Dairies in Queensland was the first dairy farm to make a come back in Queensland as an independent operator in 10 years, while other dairies were being pushed to take lower and lower returns, Maleny Dairy stepped up and took the lead. They listened to the audience and decided people wanted transparency and simplicity and that is exactly what they provided in a clear and distinct brand message..’All Good’. This message marketed well increased sales in the first year by 70%. Definitely enhancing the bottom line, no doubt.

In Fashion, there is a movement towards ‘slow’ and sustainable creations globally. At Cairns, Queensland – first annual ‘Slow’ Fashion Event – Fashique – it was revealed in an intro documentary, after being Welcomed to Country by a local and distinguished Indigenous Elder and well respected entrepreneur, that over 1 billion items of clothing are produced annually across the world and of those, some two out of three are sent to landfill. Event organiser and award winning fashion designer, Cheryl Creed of the label, Murrii Quu, recognised nationally and internationally and more recently by her local peer in Cairns, at the Cairns Chamber of Commerce Business Awards in October 2021, passionately designs inclusive luxurious evening gowns for women of all sizes and backgrounds by deconstructing preloved items and redesigning each piece into a work of art to be worn with confidence by each woman, while knowing the contribution to the brand ethos and aims of ‘Giving Back to Country’. This glamourous brand stands synonymous with its efforts to make a difference in this world and this has caught the attention of runways and magazines across Europe, Russia, Canada, Hawaii and New Zealand, as well as high end events such as the Mercedes Benz Fashion Extravanganza in Brisbane, the Melbourne Fashion Week and now MQ designs are being displayed at The Power House Museum in the first.nations.fashion.design. showcase named Eucalyptusdom where only ten designers from around the country are part of the exhibition. Others include: Paul McCann Art, Jarawee, Yarrabah, Ngarrumiimi, Penny Evans Art, Rukaji Designs by MangKaja Arts, Grace Lillian Lee, Aarlifashion and LairClair. Each making a difference to the planet by being true to heart.

Ralph Lauren, on the other hand, seemingly missed the mark when consumers’ voices became louder and ethical practices were wanted. Ralph Lauren made a huge jump forward by relaunching his famous brand into the 21st century. His expense in marketing was duly noticed by substantial investors and the brand grew from strength to strength, again. Ralph Lauren has been in business for some 50 years, but the brand took a major hit when news reports hit the headlines announcing how better ethical manufacturing practices were not in use at the time. Ralph Lauren quickly had to pivot and go to great expense to reassure his market. There are standards in place in many countries and some are globally documented and agreed practices for ethical manufacturing processes, with regard to how labourers are treated and cared for, to the dyes used. Many businesses are still transitioning to finding the suppliers who fall within the better standards and others will continue to only think of the bottom line from a narrow view. The Ralph Lauren experience is bound to have enlightened many to review what is going to affect the bottom line most and marketing without standards which synergise with the market place demands will be the main influencer to the bottom line in the long run.

For professionals and all office operations, the back end functioning has a profound outcome on the environment by an individual organisation and as a composite. Reducing the use of paper and keeping backend office costs minimalised proved to be the main contributing factor to the 500 ASX companies in 2013 to improve profit margins. Choosing FSC paper and recycled paper when such is required can be beneficial to the environment. However, as the 6th Industrial Age is already upon us, the use of digital has ripple effects which need to also be addressed if operators and consumers really wish to effect change for the better. Eckersley Print in Narangba, Queensland as an award winning printer in the Moreton Bay Council region notes on their website over 90% of Australia’s commercial native forest operations are independently certified to comply with the world’s best sustainable forest management practices. This is compared to the global average of 8%, meaning Australia is a leader when it comes to ensuring the sustainability of forest practices. (Australian Forest Production Association, 2017)

Paper is a biodegradable, compostable, renewable, sustainable product made from trees. Growing and harvesting trees provides jobs for millions of men and women. Sustainable forests are good for the environment, providing clean air, clean water, wildlife habitat and carbon storage. (Australian Forest Production Association, 2017)

Tourism is an extraordinary educator. When people have their minds most relaxed, opening space in the frontal lobes to absorb new information and think creatively, it is exciting to become aware of some of the projects being rolled out to protect and reignite the Great Barrier Reef. Coral Gardening was introduced to The Whitsundays Great Barrier Reef Marine Park at the end of 2018, where coral nurseries of over 2000 corals have an average survival rate of 80%. Water Quality Data Loggers will be installed in the Whitsundays with crew from the marine tourism industry maintaining the necessary equipment to collect the data to guide management on the fringing coral reef system. The marine tourism industry play a vital role in informing guests of these ground breaking activities to protect the reef and share how visitors can become ambassadors of this world heritage region to be part of the improvements and protection by the changes they can make in their lives, including reducing carbon emissions, reducing chemicals that run into waterways, avoiding plastics and even what sunscreens they apply when swimming.

Whitehaven Beach Whitsundays Queensland Australia

Photo Credit: Summer Rain Photography

The Master Reef Guides play a remarkable role relaying a deeper understanding of reef management and protection. The Great Barrier Reef Marine Park Authority (GBRMPA) has a program labelled ‘Eye on the Reef’ which has many tour operators taking part, allowing anyone who visits the reef to provide long term protection with collecting valuable information about the health, marine species and any incidents occurring. Other action involve ‘Eco Barge Clean Seas Inc’ since the establishment in 2009, where massive amounts of rubbish has been removed from the Whitsunday waters. This program has extended to add the ‘Clean Street and Creeks’ Program and nurturing sick and injured turtles at the Whitsunday Turtle Rescue Centre.

A good portion of businesses, governments and philanthropists, who are conscious of the fragile and unique landscape, flora and fauna and culturally sensitive virtually untouched frontiers from Cooktown to Cape York, work tirelessly to integrate a balanced approach between tourism, industry and sustainability. Cooktown is in Guugu Yimithirr country, being one of Cape York’s 41 tribal nations, each with a language, history, culture and practices distinct from the other. Guides of Jarramali Rock Art Tours or Cooktown Cultural Aboriginal Tours allow visitors to be immersed in the areas Aboriginal history and some of the ancient Indigenous rock art galleries. These artworks are listed on the National Heritage List and by UNESCO as being amongst the top ten rock art sites in the world.

Be aware, you will be held to account for the message you send as digital is far reaching and a good portion of consumers openly share their thoughts, appraisals, disapprovals and expectations openly for others to make decisions which provider or supplier they will use. It is always better to understate and over deliver then the reverse. On this basis, it is recommended a well thought out strategy is planned, actioned and cross referenced as to the outcomes meeting the standards set by you and that they satisfy not only your audience, but the commitment you have made ethically.

Lastly, if you are part of a sustainable group, or contribute to an organisation with your business endeavours, part of your brand ethos messaging can be expressed via contacting the relevant organisation/s and/or government agency/agencies and enquiring whether you are able to list their logo as a link on your site. This can possibly aid your search engine rankings in some regard. This can help promote the topics you most aim to make a difference to. Every little act matters. As entrepreneurs and individuals, we alone cannot change the whole world, but we can together as a collective can make a difference if we each make tracks to do better where we are able and little by little your leadership alone will stand out and have a flow on effect, very likely to an extent beyond what you could imagine.