Is It Too Late to Go Sustainable?

The table below shows eco-friendly brands that have been acquired by larger corporations over the past 25 years.

If you're anything like I used to be, you might find yourself focusing on the negatives first—like how big corporations seem to squash potential competitors.

And while that may be true to some extent, let’s flip the script for a moment. If you look at it from a different angle, it actually gives us a glimpse into how the market will evolve over the next few decades.

Think about it: companies like Unilever, Clorox, Colgate, and Keurig don’t make massive acquisitions on a whim. They rely on big data and advanced analytics to guide their decisions.

They aren’t spending hundreds of millions to buy new brands based on a gut feeling. It’s all data-driven, and their data shows that sustainability is the future of retail.

You don’t need to do all the heavy lifting of research yourself; these companies have already done it for you. All you need to do now is pay attention to this trend and start focusing on sustainability-related niches, if you haven’t done so already.

You’re probably thinking, “But those acquisitions happened years ago. Isn’t it too late to hop on this trend?”

Not at all. Sustainability isn’t just a passing fad. It is here to stay. That’s because it’s being driven by more than just hype. It’s driven by climate change, rising living costs, and new laws forcing companies to reduce their carbon footprint.

On top of that, we’re not even halfway through the transition. Right now, fossil fuels still dominate global energy consumption.

It’s already 2024, yet 78% of the world’s energy still comes from fossil fuels. However, projections show that number dropping to somewhere between 40% and 60% by 2050, depending on how aggressive decarbonization efforts get.

So, no, it's definitely not too late. We've got a long road ahead, and there's plenty of opportunity for those willing to pivot now.

Despite this, you don’t want to miss your chance the way Facebook missed the trend that gave rise to TikTok or the way Kodak missed the shift to digital photography that led to its collapse. You have to do it now.

Especially if you’ve been feeling stuck trying to grow your profits despite doing everything right—running promotions, optimizing ads, and driving traffic—focusing on sustainability might give you the extra boost you need.

But what does it really mean to run a sustainable online business?

Running a sustainable e-commerce business means finding a balance between making a profit, caring for people, and protecting the planet.

It’s about making thoughtful decisions in every part of your business—from the products you sell to how they’re packaged and shipped—so you’re reducing your environmental impact while still growing your business.

Take the products you sell, for example. If you choose items made from eco-friendly materials like organic cotton or recycled plastic, you're already making a difference.

Companies like Patagonia and Allbirds have done just that, creating clothing and shoes from materials that are better for the planet. It’s a simple switch that can have a big impact.

Packaging is another area where small changes can add up. Instead of using plastic, you could go for recyclable or biodegradable options.

Think about it: every package that doesn’t end up in a landfill is a win. A great example is the Package Free Shop, which ships orders using recyclable materials, helping to cut down on waste.

Shipping is a big part of e-commerce, but it also produces a lot of carbon emissions. Some businesses, like Etsy, have found a way around this by offering carbon-neutral shipping.

This means they offset the emissions from deliveries, so their shipping doesn’t add to the problem of climate change. It’s like giving back to the planet while still meeting your customers’ needs.

Energy efficiency is another step you can take. By powering your business with renewable energy, whether it's your office or warehouse, you’re reducing your carbon footprint.

Even big players like Shopify are doing this, which shows it’s not just about being green—it's about being smart with energy and resources.

Sourcing products from ethical suppliers is another way to ensure your business is sustainable. By working with partners who pay fair wages and treat their workers well, you're not just helping the environment but also supporting communities.

Fair Trade Certified products, for example, guarantee that the people who make them are treated right.

There's also the concept of extending a product's life, which ties into what's known as the circular economy. It doesn’t matter what you’re selling—as long as you’re taking steps to balance your energy use and cut down your carbon footprint, you're on the right track.

ThredUp, a secondhand fashion marketplace, encourages people to buy and sell pre-loved clothing, keeping items in circulation longer. This reduces waste, and it’s a great way to show that sustainability can be both practical and stylish.

Finally, reducing waste in production is key. Rothy’s, a shoe company, uses a clever knitting process to make their shoes, which cuts down on excess waste. It's a simple idea but makes a big difference in how much material ends up in the trash.

By embracing these practices, you’re not just jumping on a trend. You’re taking meaningful steps that set your business up for long-term success while doing right by the planet.

It’s not about doing everything perfectly—just doing better where you can. Sustainability isn’t going anywhere, and by getting ahead of it now, you’re setting yourself up to be part of the future of e-commerce.

Hopefully, these tips help you shift your focus toward what matters most in this generation.

Stay tuned for more tips on building a future-ready online business.