Local and Sustainable: Why Smaller Can Be Better
How Small Businesses Can Leverage Local and Sustainable Practices to Win Customers
Title: Local and Sustainable: Why Smaller Can Be Better
Subtitle: How Small Businesses Can Leverage Local and Sustainable Practices to Win Customers
As consumer demand for sustainability and local sourcing continues to rise, small businesses and manufacturers have a unique opportunity to stand out. By capitalizing on your local roots and commitment to sustainable practices, you can offer a competitive edge that larger global competitors often can’t replicate. You are closer to the customer and therefore can meet their needs easier. You are focused on their needs, and a solving a specific problem. Today, we’ll explore how embracing and showcasing these strengths can boost your business in an increasingly eco-conscious market.
Small Business is Local
As a small business, you have a natural advantage when it comes to being local. You’re part of the community. You know the needs of your area, and you understand how to meet them. Customers today aren’t just buying a product or service—they’re investing in businesses that reflect their values. According to NielsenIQ, 73% of global consumers say they would definitely or probably change their consumption habits to reduce their environmental impact.
This is where you shine. Your size allows you to connect directly with your community, understanding their preferences and needs better than a distant, global corporation ever could. Highlight how your business contributes to the local economy, supports local jobs, and builds meaningful relationships with the people you serve. Highlight how your business solves a specific problem. You are not everything to everybody. You are something very specific to a small group, looking to serve a local community.
Sustainability as a Competitive Edge
As a small business, you are often a more sustainable option compared to larger competitors. You may source materials locally, produce smaller batches, or use less energy-intensive processes. These are all advantages that align with today’s consumer priorities. In fact, according to Deloitte’s 2023 Global Sustainability Study, 62% of consumers say sustainability will influence their purchasing decisions.
This means your commitment to eco-friendly practices isn’t just good for the planet—it’s also good for business. Be sure to share specific examples of what makes your business sustainable. Do you use renewable energy sources? Do you partner with local suppliers? Are you reducing waste in your production processes? Whatever it is, make it clear to your customers how your sustainable choices are adding value to their purchases. Also highlight your local work force. Who is creating the product or service? They are part of the local community and thus a sustainable part of your solution as well. Pick one team member per week, or month or quarter and highlight them. Tell a little about them and what they bring to the team. This shows your customers who is part of their sustainable solution.
Engage With Your Community
Being small and local means you have more opportunities to engage directly with your community. Larger corporations often struggle to form these meaningful connections. Use this advantage to foster loyalty and build trust. Whether it’s attending local markets, supporting community initiatives, or simply being present for your customers, your active involvement shows that you care about more than just sales.
Engaging with your community also helps you understand what they truly need. This feedback can inform your product development, improve your services, and solidify your reputation as a trusted partner in your community. Highlighting this two-way connection strengthens your brand and fosters long-term loyalty.
As an example, consider being a small food manufacturer sourcing ingredients from nearby farms. Not only are you supporting local agriculture, but you’re also reducing the carbon footprint associated with transporting goods over long distances. By communicating this to your customers, you position your business as a more sustainable and ethical choice compared to mass-produced alternatives.
You could take it a step further by hosting farm-to-table events or sharing the stories of your local suppliers in your marketing. This creates a deeper connection with your audience and reinforces your brand’s commitment to sustainability and community. Also consider sponsoring local teams, or food banks. These are all great ways to support the community and build trust with your customers.
Action Step
Take 30 minutes this week to evaluate how your business supports local and sustainable practices. Ask yourself:
How do you contribute to your community?
What sustainable practices can you highlight?
How can you better communicate these advantages to your customers?
Start by writing down three examples of your local and sustainable efforts, and use them in your next marketing campaign, pitch, or conversation with a potential customer.
Additional Reading:
1. “The Rise of Localism in Consumer Behavior” – NielsenIQ
2. “Sustainability Trends in Small Business” – Forbes
3. “Why Sustainability is Key to Business Growth” – Harvard Business Review