Does Sustainability Require Customer Education?

Caterina Sullivan
3 min readSep 2, 2021

We constantly hear the narrative of business as ‘unusual’ in order to create an economically, socially and environmentally sustainable future.

But what does this mean? And are customers ready for this transition?

COVID-19 has pushed us to think differently and approach work environments in unusual ways. The pandemic has demonstrated we have the ability to adapt when we are forced to do so.

Unfortunately, many don’t see the climate emergency as pressing as the pandemic; however, climate action is an urgent requirement to ensure we are mitigating the dangerous effects of climate change.

Business as unusual is the decision to push what we understand about how we work and operate in a society to our limits to see what innovative practices we can adopt in our own lives.

The hard truth is that our customers are not quite ready for this.

The good news is that as business owners and operators, we can help our customers and clients get ready for this transition.

The most important part of implementing a business as unusual approach is ensuring your customers understand why your organisation is doing this and how it benefits them.



Caterina Sullivan

Chief Executive | Business Founder | Change Agent | Inspirational Leader | High Achiever | Role Model | Award-Winner