Sustainability – A Commercial Opportunity You Shouldn't Ignore
Forge's Founder, Charles Southey, shares his thoughts on sustainability, responsible business practices and how Forge is positioning itself to follow a gold standard.
It feels as though sustainability has always been a polarising issue. Seen by some as a bit fluffy and unrealistic, while others feel overwhelmed by how hard it is to do anything that’ll make a meaningful change.
For business leaders, especially those navigating the difficulties of growing a business, sustainability is often seen as a problem to deal with later as opposed to being seen as an opportunity to capitalise on right now.
I don’t think I’m either a cynic or a trailblazer. I just want to know I’m doing the best I can with the tools and resources I have at my disposal. At Forge, we think that addressing sustainability now is the right thing to do but don’t be fooled into thinking there’s anything fluffy about that – it’s as much a commercially strategic move as it is a sense of responsibility and obligation. We haven’t yet encountered anyone in our customer base that’s regulating our digital marketing agency to achieve certain environmental, social and governance targets. Quite the contrary, in fact – it’ll probably be us bringing up the topic.
Operating with sustainable and responsible business practices is different for every organisation. In our case, we’re not making physical things and therefore we don’t have a huge environmental impact – our biggest sustainability impacts are in areas like people and local community engagement. Sustainability covers so many different things that can help to build a better business with a stronger purpose that will help to secure a company’s future. Can you think of a business that wouldn’t benefit from a stronger purpose? Me neither.
We began our sustainability journey by trying to better align our values with our operations, which led us to pursue B-Corp certification. This wasn’t just a way for us to meet what is considered to be a ‘gold standard’ - it also helped us to genuinely embed sustainability into our whole business. We discovered that sustainability is much broader than just environmental elements and encompasses people and profit too. Alongside our dedication to running a profitable business, we’ve seriously focused on supporting initiatives like Hackney Lunch Clubs, an important local community service which as a result has already started to strengthen our sense of purpose as a team. This alignment between purpose and profit is actually very measurable.
The commercial case for sustainability is stronger than ever. Customers, investors and even regulatory bodies are increasingly prioritising businesses that demonstrate accountability. I’ve already mentioned that we haven’t been scored on our sustainability credentials when winning new business, but I’m sure it’s just around the corner.
Small and medium sized businesses are perfectly poised to make use of their nimbleness and make changes that’ll actually give them a competitive edge. A business that can honestly demonstrate its sustainability agenda can really unlock its value to investors (I’m talking in terms of multiples of EBITDA) and attract new revenues from new customers - both of which are subjects that are hugely important to Forge and our clients.
Of course, shifts in political influence may temporarily change the focus on sustainability. But this is a short-term view. Much like the stock market, where fluctuations don’t disrupt long-term growth, the sustainability agenda will continue its upward trajectory. Regardless of who’s in charge politically, the long-term drivers (innovation, regulation, and / or societal demand) will continue to push businesses toward greater accountability. The question is always when, rather than if.
Of course there will continue to be resistance, cynicism and hesitance. Sustainability is overwhelming and the list will always feel endless and in the early days it’ll feel like an expense rather than an investment. But it will pay dividends in the long run, especially if you’re early to adopt in your marketplace.
That’s why at Forge we continue to promote the message that sustainability is not an obligation but an investment. Done right, it’s actually a really powerful lever for growth, and resilience. Especially when combined with Forge’s sales-led marketing, sustainability becomes a transformative tool for growth. It might even help you achieve an eventual business exit at a higher valuation!
Part of Forge’s focus is to work with our clients to understand the sustainability pressures and opportunities within their industries, and guide them in integrating these priorities into their sales and marketing strategies.
The sustainability agenda is not just a strategic move—it’s an opportunity to lead your marketplace and achieve growth now whilst also securing your business’ future. At Forge, we’re here to help you navigate this shift, integrating sustainability into your sales and marketing strategies to drive growth and long-term value.
