Building Brands Through Bins: Why Sustainability Matters More Than Ever For Businesses and Consumers

Be it discarded to-go containers tossed in airports, soda cans discarded in stadiums, or excess food composted on university campuses, nearly all organizations and businesses generate large amounts of waste every day. In response, many invest heavily in sustainable waste management systems. But their efforts often fail to deliver results. The problem isn't a lack of intent, but rather poor integrated planning, operational inefficiencies, failure to adapt to changing demands, and inadequate employee and public engagement. This led to two questions: Why should businesses focus more on sustainable waste management? And what can they do to make their sustainability efforts work?

From rising global temperatures to overflowing garbage, the world is facing urgent environmental challenges. Hence, businesses now shoulder a responsibility that extends beyond market share and profit margins. The growing responsibility has moved sustainability from the sidelines to the centre of corporate discussion, making it a business imperative rather than an option.

As consumers become more environmentally aware, a brand's reputation is increasingly tied to its sustainability goals. A company's clear demonstration of environmental, social, and ethical efforts builds customer trust and loyalty. "The best thing that can happen from a brand perspective is that their sustainability goal is reflected in brand value," says Julianna Doherty, the CEO of Recycle Away.

Recent research shows that sustainability not only reduces waste management costs and improves brand value but also significantly influences consumer behavior. People who were once concerned about price tags and brand values are now shifting their focus towards sustainable businesses, even if it means paying more. A study published by Brand Finance reveals that 11.9% of supermarket shoppers and 9.1% of apparel consumers decide their purchasing choice based on a brand's sustainability values. Additionally, a 2023 Inside Higher Ed survey revealed that 45% of students considered environmental sustainability in their enrollment decision.

However, despite this realization, many businesses still treat recycling and waste management as an afterthought rather than integrating them into their core strategy. According to research, 58% of businesses do not even maintain any formal record of their waste management practices, an oversight that can lead to reputational, environmental, and financial consequences.

Some well-intentioned, eco-conscious companies sometimes opt for the easiest and fastest solutions, rather than the most sustainable ones. For them, the extra effort required for effective recycling is often unnecessary. "People sometimes assume that one size fits all," remarks Doherty, highlighting the need for customized approaches. On the other hand, a few companies spend large sums on new technologies but fail to ensure effective execution and management, leading to poor outcomes.

However, blending design-first thinking with human-centered strategies can dramatically improve waste management efficiency. Since collection and first sorting begin at the bin level, people's perception of trash bins directly influences their behaviour. By redesigning trash bins, using colour coding, clear universal signage, and strategic placement, businesses can improve waste separation and reduce the costs and effort associated with recycling. "Colour and signage are important in making effective waste streams. Without them, people get confused about whether to use the bins or not, leading to waste contamination," advises Doherty.

Sustainable waste management is not just about ticking boxes anymore. It's about designing smarter systems that encourage people to use them in order to create a better environment. With the right mix of planning, tools, and public engagement, businesses can turn waste into a powerful opportunity for revenue and reputation.