The value proposition has changed

20 years ago, you could broadly classify the modus operandi of sustainable business as ‘do no harm’. Then in the 1990s, that became ‘do well, by doing good’. Next stop – now, and the concept of ‘regenerating value’.

As businesses are increasingly judged by commitments towards their social and environmental responsibilities, this will be reflected back in brand equity. The new value equation is V = B + B, where the level of value is decided by the benefits provided to society and the environment by your solutions.

“The next industrial revolution … will be a response to changing patterns of scarcity and need. It will create upheaval, but more importantly it will create opportunities. Business must adjust to these new realities. Innovative companies are already doing just that. They’re profiting and gaining decisive competitive advantage – they are the vanguards of a new business model: Natural capitalism.”
Paul Hawken – Entrepreneur, journalist and author

There are exciting opportunities for businesses who use sustainability as a driver for innovation. It's about creating new market spaces, new business models and new products and services that are motivated to their core by social, environmental and sustainability issues.

Market expectations now are that business should be cleaning up – it's not optional. And transparency is the new reality. Innovate and make the changes, say you’ve made them, show you mean it, but don't crow about it – or you may find yourself on the receiving end of a barrage of abuse.

People being people, there are those who have passive expectations and those who won’t hold back in voicing their displeasure. LOHAS and Solution Seekers are not the shut up and put up types.

The secret to doing this right is not banging your own drum. It’s about showing your business model (from your intent to the waste stream) to your audience through as many touch points as you can create, and saying “you be the judge”. Let the experience and word of mouth do the talking for you. The companies that will prosper in the ethical economy are those that show a genuine concern to improve the lot for all of us.

You’ll do well, maybe very well, if in dealing with you, LOHAS and Solution Seekers can see they are making the world a better place.

How can Moxie help you?

We're passionate about helping businesses, not for profits and regional or local bodies transform towards more sustainable outcomes. Moxie's NextPlays is for ambitious businesses and organisations that understand the need to address the changing business landscape. We'll help you identify, plan and build the best way forward for your business.

And our team can work with you to understand the Solution Seekers and LOHAS, build customer-specific intelligence and will design and develop communications that really connect with this market.

To learn more contact Rebecca on +64 4 802 4033 or email