Welcome to our Founders Series, where we aim to give advice, answer questions and provide solutions for people starting their own businesses. If this sounds like you, read on! We've got plenty of content on a wide range of topics, all to help you grow and succeed as a founder. This week the topic is... sustainability!

Sustainability is no longer a buzzword – it's the new standard. So if you’re not embracing it in 2025, you might as well be recommending your customers shop with competitors – because that’s where they’ll be heading soon anyway…

Why sustainability is no longer optional

It turns out people prefer to buy from companies that care about the planet. Who knew? In fact, a 2024 report from The Round Up found that over 78% of consumers factor sustainability into their shopping choices — and they’re willing to pay more for products that meet their eco-conscious standards too! If your business hasn’t yet embraced sustainability, you could be missing out on significant sales.

Sustainability as a competitive advantage

Here’s the thing: sustainability isn’t just a nice-to-have, it’s a competitive advantage. Whether it’s attracting customers, gaining the trust of investors, or appealing to employees who want to work for a company they believe in, sustainability offers real benefits for your business.

Take Patagonia, for example. They’ve built their entire business around sustainability. Not only have they gained a loyal following, but their commitment to the environment has made them a household name in outdoor-wear. Closer to home, UK-based natural deodorant company Wild is focusing on waste reduction and sustainable ingredients. These brands aren’t just “doing the right thing” – they’re making smart, sustainable moves that drive growth.

How sustainability and profitability go hand in hand 

Embracing sustainability can actually increase your profitability. Consumers are actively seeking out eco-friendly products, creating a whole new market. In fact, research shows that people are willing to pay an average of 9.7% more for sustainably sourced goods. So if you're not capitalising on this trend, you're leaving money on the table.

Sustainability isn’t just about feel-good PR, either – it’s about cost-saving. Renewable energy, waste reduction, and operational efficiency can slash your long-term operating overheads. Not to mention, a green reputation attracts investors who recognise your commitment to the planet as a sign of stability.

Stitching sustainability into your company DNA

Wondering how to make sustainability your company’s bread and butter? The good news is, you don’t need to make huge changes overnight. Small, manageable steps can make a big difference. Start by integrating green practices into your daily operations – limit waste, use renewable energy where possible, and choose sustainable suppliers.

However, it’s important to remember that sustainability shouldn’t be an isolated initiative. It needs to align with your core business values. As a founder, ask yourself: How does sustainability fit into your mission? Are your customers aware of what your business stands for and how you’re helping the planet? Your sustainability efforts should be communicated clearly to both customers and employees.

One easy change? Consolidate your web hosting. Partnering with a reliable hosting provider that cares about the environment (hint hint!) helps to shrink your carbon footprint – without sacrificing performance.

Good for the planet, good for business

Committing to sustainability is a solid business strategy that drives growth, cuts costs, and ultimately builds stronger relationships with customers, investors, and employees. The demand for eco-friendly brands is only going to increase, so now’s the time to reflect on how you can improve your sustainability practices.

At Fasthosts, we make it easy to create a sustainable web presence with energy-efficient hosting that supports both your business and the planet. Our next-generation data centre is powered by 100% renewable energy, so your web servers won’t cost you the Earth – or compromise on reliability. 

Join the growing number of businesses already making the leap towards a greener future. Let’s chat.