As the world around us continues to evolve, the global concern for the state and health of our environment increases. Organisations such as the International Federation of Environmental Health are actively raising awareness of these concerns with the commemoration of World Environment Health Day (26 September 2024). The theme of this day is “Environmental Health: Creating resilient communities through disaster risk reduction and climate change mitigation and adaptation”.

With such initiatives and the accessibility of information that the digital age has provided, the modern consumer has become far more environmentally conscious than before and brands across the globe are becoming aware of this. To meet these consumer concerns and maintain a valuable brand-consumer relationship, brands must develop and implement “nature-positive” business strategies.

The World Economic Forum defines nature-positive business strategies as “A business strategy [that] involves assessing impacts and dependencies on nature across the value chain and implementing policies that actively restore and enhance natural ecosystems as part of business operations”.

In simple terms, a nature-positive business strategy is the process of identifying a brand’s actions and uses of nature and developing operations that are not harmful to natural ecosystems. The main components of an effective nature-positive business strategy include reduced resource consumption, waste management control, and overall ecological footprint. This allows for brands to implement policies that minimise negative impact and enhance biodiversity.

So, how does a brand begin developing a nature-positive strategy? Firstly, a brand must set a clear vision, objective, and commitment to nature-positive operations. Next, brands must ensure that this is internally and externally communicated to promote transparency, accountability, and improvement.

Brands also need to include biodiversity and ecosystem health into their risk management frameworks, identifying potential threats to the natural environment. This can enhance the company’s capacity to respond to ecological disruptions and risks. Lastly, brands must measure and report the outcomes of implementing nature-positive strategies, routinely overseeing and communicating the progress of the strategy outcomes. This will allow the brand to keep track of its vision and commitment to a positive environmental impact.

Examples of leading South African brands that follow nature-positive strategies are Cape Union Mart, Pargo, Wellness Warehouse, and The Foschini Group (TFG). In an article written by Pargo titled: “4 South African Brands Working Towards a Sustainable Future”, Pargo details the ways that these brands implement nature-positive business strategies. The article writes, “Cape Union Mart is committed to protecting the great outdoors. Their goal is to make eco-conscious outdoor equipment more accessible than ever before. They stock and supply a range of recyclable products ー including their popular K-Way jacket range, sleeping bags, water bottles, recycled packaging, and even swing tags on selected products. In addition to supplying earth-friendly products, the company’s head office is also part of Cape Town’s waste minimisation and recycling program which focuses on in-house recycling”.

“Consumers are the engine of global economic growth, and their evolving attitudes towards environmental sustainability are sending a clear message to businesses: sustainability is now a critical factor for business success” (2024 Global Sustainability Study). By implementing this strategy, brands have the advantage of meeting regulatory compliance requirements and avoiding potential fines and penalties. Brands can become more sustainable, ensuring a longer, positive market presence. Nature-positive strategies also ensure the preservation of critical resources which increases the resilience and stability of a business. Lastly, a brand can maintain and enhance its image, public reputation, and brand-consumer relationship, increasing consumer loyalty and attracting potential investors.