Investing in the planet isn’t charity—it’s strategy
This piece was first published by the Fast Company Executive Board. You can view the original here.
Earth Month is underway, and as the CEO of a global environmental organization, I find myself feeling both inspired and also hungry for more. Our social media feeds are flooded with environmental messages from companies—and, frankly, it can feel like a lot of words. I’m hungry for values and actions to back up this noise.
At 1% for the Planet, we like to joke that Earth Day is just another Tuesday for us because we’re driving action 365 days a year. But this mindset shouldn’t be exclusive to environmental organizations. Every sector must think beyond Earth Day. The future of our economy depends on a planet that can sustain us all. Just as any good business invests in its people, infrastructure, and other assets, it must also invest in the single most critical asset necessary for its long-term survival: the Earth.
This is why the most forward-thinking companies aren’t just planning for the next quarter; they’re planning for the next generation by making bold, long-term commitments to environmental action. For our business members, this looks like giving 1% of annual revenue to back up the value of being 100% for future generations.
This Earth Day, remember that it’s action that matters—and having a long-term plan is the key to making a real impact.
THE BUSINESS CASE FOR THINKING LONG TERM
Investing in the planet isn’t charity—it’s strategy. Here’s why committing to environmental action today is one of the smartest business decisions you can make:
1. Increased ROI
Baking a commitment to the planet into your business model isn’t just the right thing to do; it’s also good for the bottom line. In our most recent analysis, we found that 70% of our business members saw year-over-year revenue growth.
2. Higher Conversion Rates and Sales
Approximately 80% of consumers consider environmental solutions in their purchasing decisions, and 75% believe large companies must take the lead against climate change, according to Boston Consulting Group research. Meeting this demand can translate into business results in the form of increased customer cart completion, repeat purchases, and more.
3. Stronger Brand Loyalty
Companies that embed environmental responsibility into their business don’t just attract customers—they create brand advocates. According to our annual member survey, 86% of members reported improvements in brand perception.
4. Attracting and Retaining Talent
According to HR Magazine, 51% of employees “reported feeling more loyal to an employer who donates to charity, and 47% said that it increases their willingness to go the extra mile for their employer.”
5. Future-Proofing Your Business
Climate risk is a business risk. Companies that proactively address environmental challenges are better positioned to adapt to regulatory changes, supply chain disruptions, and shifting market expectations. Consider this reframe when taking these ideas to your CFO: Environmental initiatives aren’t an expense, but rather an investment in long-term resilience.
6. Building A Lasting Legacy
Businesses that invest in the environment today will be remembered as the architects of a livable future. Take Patagonia, for example, which is a founding member of 1% for the Planet and ranked as the No. 1 most-reputable brand in America in both the 2021 and 2023 Axios Harris Poll.
HOW TO START INVESTING IN THE FUTURE
It’s never too late to make helping people and the planet part of your company’s DNA. The best time to plant a tree may have been 20 years ago—but the second-best time is today. Here are some components of a planet-positive plan that you can start putting in place today:
Plan for the long term.
Think beyond quarterly reports. To drive real impact, shift your focus from short-term gains to long-term goals—this work is a marathon, not a sprint. Consider making corporate social sustainability a core part of your company’s annual objectives and key results (OKRs) or prioritizing it as a key board-level initiative.
Don’t be afraid to think five years down the road, setting clear targets and building a roadmap for the future. By committing to a multi-year plan, you lay the foundation for enduring environmental impact and position your company as a long-term leader in corporate responsibility.
No business is too small or too big.
Simple and small actions add up, so don’t hold yourself back by thinking your actions won’t matter—they will. For example, 1% for the Planet’s lifetime impact, which is $846 million and counting, is the aggregation of commitments of all dollar amounts. We welcome businesses of every size in our network, from solopreneurs to industry leaders. Every contribution matters, and collective action drives real change.
Make it official.
Opt for third-party certification instead of relying solely on in-house efforts. Certification ensures transparency, credibility, and accountability—turning good intentions into verified impact.
Share your efforts with customers.
When companies talk openly about what they’re doing for the planet, customers pay attention. Use your social channels, blog, newsletter, landing pages, and more for impact storytelling. Real-world results and behind-the-scenes peeks will help customers see the difference they’re a part of—and give them more reason to stick with you.
1% TODAY, 100% FOR FUTURE GENERATIONS
This Earth Month, I challenge you to stop thinking in quarters and start thinking in decades—because the companies that do will be the ones that survive and thrive. Moreover, these companies will be the leaders of a future in which healthy natural and human ecosystems fuel a vibrant economy. The question is: Do you have a plan to become one of them?
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