… but will it get the buck?
By now it’s very unlikely that you haven’t heard the recent news about Ecovadis getting a 200 Million investment to spread its sustainability ratings to a larger audience … both directly and indirectly through its ever-expanding partner network.
And while it may be the case that momentum towards a more environmentally and societally focused economy has been building for years, that doesn’t mean that it’s here. It doesn’t mean that an organization will put their money where their data is and actually choose the most sustainable supplier for the award.
After all, the last few surveys that have been done asking buyers how much more sustainability is worth to them in real dollar terms have continued to demonstrate that while buyers want ethical and sustainable companies and products, they aren’t willing to pay much more for them. A few percentage points, tops.
And with inflationary times back, this means that companies are still under pressure to keep costs down to sell in addition to keeping profits high to keep the shareholders happy. This leaves little room for a move to a costlier supplier, even if that supplier is much more sustainable.
After all, unless the organization is willing to stand up to its investors and take a profit hit in the short term to embrace a new sustainability agenda (which WILL pay off in the long term as lack of non-sustainable resources causes everything to go up in price), all that is going to happen is that the buying organization is going to use the sustainability data to choose the lesser of two or three evils, not the most sustainable organization that will generate the greatest benefits over time.
And despite the hopefulness of companies like EcoVadis, and their investors, the doctor doesn’t think that tipping point has been reached yet, or that we are even close. However, the need to look like you’re doing good is growing, and making statements about the use of independent data on sustainability and ethics helps you look good (for now, anyway), so it is a good time to be one of the few, big, global players so the doctor does project continue growth for Ecovadis, even if the companies that subscribe to the data aren’t using it the way that they should.