Increasingly, “do good and talk about it” is the watchword. It is definitely worth a company’s while to show off its green credentials and get customers on board. Businesses whose values align with those of consumers are more likely to gain traction than brands or competitors that shoppers struggle to identify with. And this is an important point, as power is very much in the customer’s hands. If there are calls for greater social responsibility and sustainability, then you can be sure that it will follow at some point – across the board. Studies have proven that purchasing decisions are no longer solely guided by price, but depend on social considerations, too. Companies that maintain a green corporate philosophy are rewarded as they are seen as being in step with the times and responding to the needs of younger people in particular. Above all, it is Generation Y that prioritises sustainable resource management. Companies can use sustainability projects to generate greater customer loyalty while also helping to set themselves apart from the competition.