A few years ago, sustainability was a topic for large corporations, NGOs and politicians. In 2022 it is a topic for the local plumber, the marketing consultancy and the neighbourhood restaurant.

Customers (particularly those under 40) actively consider a business's stance on environmental responsibility, social impact and ethics when choosing suppliers. That does not mean sustainability is always the deciding factor. But it has become a question Norwegian SMBs can no longer dismiss.

It is not about having the perfect strategy

The most common mistake small businesses make is waiting to communicate sustainability until they have a "complete strategy", with carbon accounting, third-party verification and official targets.

Most businesses do not need that. Customers are not looking for perfection. They are looking for honesty.

What are you already doing? Sorting waste, shorter supply chains, local suppliers, reduced travel, renewable energy, extending product lifespans. Many businesses do these things without communicating them, because they feel it is "not enough."

It is enough to start with.

Greenwashing is worse than silence

There is one thing more damaging than not communicating sustainability: overstating it.

Greenwashing (presenting the business as more environmentally responsible than it is) has become a genuine reputational risk for businesses caught out. Consumers and journalists are more sceptical than ever, and social media makes it easy to expose inconsistency.

The rule is simple: only say what is true, and be honest about what you are working towards.

What should be communicated?

Specific, not vague "We care about the environment" says nothing. "We use 100 percent renewable electricity and reduced business travel by 60 percent between 2021 and 2022" says something.

Process, not just results You may not be where you want to be yet. That is fine to say. "We are working towards X and currently at Y" is more credible than waiting until X is achieved.

Local and relevant For businesses with a strong local identity, connecting sustainability efforts to the local environment and community is more specific and more credible than generic claims about climate neutrality.

Where do you communicate it?

A dedicated page on your website about sustainability or values is a natural starting point. It does not need to be long, but it should exist and be linked from the about page.

For B2B businesses, sustainability is becoming part of the procurement process. Larger clients are asking questions, and many will soon require documentation. A clear website page makes it easier to respond.

For B2C, social media is the natural place to show concrete initiatives, not as a campaign, but as part of everyday communication.

An opportunity window

SMBs that communicate sustainability honestly and specifically stand out positively from competitors who either do not do it or do it unconvincingly.

It does not require a new strategy. It just requires getting better at telling the story of what you are already doing.

Want help communicating your business's values and initiatives in a credible way? Get in touch.