What are sustainability strategies for startups?

3 Minutes
Contributing to addressing global sustainability challenges, gaining a competitive edge, building a resilient business, and ensuring long-term success.

In a world grappling with environmental crises and social inequalities, sustainability has become a non-negotiable imperative for businesses worldwide. For startups, this presents both a challenge and an opportunity. Startups, with their nimbleness and innovative spirit, are uniquely positioned to lead the charge in developing solutions to some of the world's most pressing challenges. However, to do so, they must embed sustainability into the very fabric of their business model, from day one. This involves not only creating products or services that address sustainability challenges but also incorporating sustainable practices into every aspect of their operations, from supply chain management to stakeholder engagement.

This article outlines key strategies that can help startups achieve this, illustrated with case studies of startups and projects that have successfully implemented these strategies.

Embedding Sustainability in the Business Model

Startups must begin by making sustainability a core component of their business model. This involves not only developing products or services that directly address sustainability challenges but also incorporating sustainable practices into every facet of operations. For instance, in the "green" FinTech sector, startups are creating tools to assess the ESG impact of companies and funds, thereby enabling consumers to make more informed investment decisions. This innovative approach is helping to address sustainability challenges in sectors that have traditionally been slow to change.

Articulating Clear Sustainability Goals

It is essential for startups to articulate clear and measurable sustainability goals. These goals could encompass a variety of objectives, such as reducing carbon emissions, minimising waste, enhancing energy efficiency, and supporting social and environmental causes. The EU Green Deal, for example, sets ambitious targets for reducing greenhouse gas emissions, promoting clean energy, and supporting biodiversity, and mandates large companies to disclose their environmental and social impact.

Implementing Sustainable Practices

Implementing sustainable practices across all areas of the business is crucial. This includes utilising renewable energy, minimising water usage, reducing waste, and sourcing materials and products responsibly. Additionally, it involves galvanising employees to participate in sustainability initiatives and leveraging technology to promote sustainable transportation and reduce energy consumption and emissions in office buildings.

Engaging Stakeholders

Engaging Stakeholders: Engaging all stakeholders, including employees, suppliers, customers, and investors, in the sustainability efforts is critical. This necessitates regular communication of goals and progress, soliciting feedback and suggestions for improvement, and employing models like the SPIRAL method to involve stakeholders in the development process.

The SPIRAL method, proposed by Kopeć et al. (2018), is a seven-step process that adds both sustainability and flexibility to the development process with older adults. The steps are: Scoping, Preparation, Identification of needs, Reflection and learning, Action planning, Linking with others, and Assessing impact. The 'Scoping' step is crucial for defining the problem or opportunity that the process is meant to address and for identifying the stakeholders who will be involved. The 'Preparation' step focuses on clarifying the scope and boundaries of the project, as well as setting expectations for the process. Then, the 'Identification of needs' step involves gathering information from all stakeholders to understand their perspectives and needs. The 'Reflection and learning' step involves synthesising all this information and identifying key themes. The 'Action planning' step involves developing ideas for specific actions that can be taken to address the needs and challenges identified. The 'Linking with others' step involves coordinating with organisations and individuals to implement the action plan. The 'Assessing impact' step involves gathering data to measure the impact of the actions taken, and the final 'Reflection and learning' step is a continuous process of evaluating the overall project, identifying any challenges or problems, and making adjustments as needed.

Measuring and Reporting Progress

Regularly measuring and reporting progress towards sustainability goals is essential for identifying areas for improvement and demonstrating commitment to sustainability to stakeholders. Frameworks like the Global Reporting Initiative (GRI) can help standardise reporting and make progress more comparable to other organisations.


Collaborating with other businesses, non-profits, and government organisations can amplify the impact. This could involve participating in industry initiatives like the RE100 initiative, partnering with non-profits, or supporting government sustainability programmes.


The final piece of the puzzle involves continuously innovating to enhance the sustainability of products, services, and operations. This could involve developing new technologies, adopting best practices, or finding creative ways to solve sustainability challenges, such as the rise of electric vehicles led by Tesla or the move towards more sustainable packaging.

For startups, creating a positive impact from day one involves a comprehensive approach that includes embedding sustainability into the business model, articulating clear sustainability goals, implementing sustainable practices, engaging stakeholders, measuring and reporting progress, collaborating, and continuously innovating.

By adopting this multifaceted approach, startups can not only contribute to addressing global sustainability challenges but also gain a competitive edge, build a resilient business, and ensure long-term success. In a world where sustainability is increasingly becoming a business imperative, startups that embrace this approach will not only thrive but also lead the way in creating a more sustainable future.


  • Zhao, Q., Tsai, P. H., & Wang, J. L. (2019). Improving Financial Service Innovation Strategies for Enhancing China’s Banking Industry Competitive Advantage during the Fintech Revolution: A Hybrid MCDM Model. (1)
  • Krellenberg, K., Bergsträßer, H., Bykova, D., Kress, N., & Tyndall, K. (2019). Urban Sustainability Strategies Guided by the SDGs —A Tale of Four Cities. (2)
  • Farinha, C., Caeiro, S., & Azeiteiro, U. (2019). Sustainability Strategies in Portuguese Higher Education Institutions: Commitments and Practices from Internal Insights. (3)
  • Kopeć, W., Nielek, R., & Wierzbicki, A. (2018). Guidelines toward Better Participation of Older Adults in Software Development Processes Using a New SPIRAL Method and Participatory Approach. (4)
Sam Roberts
Sam Roberts
Marketing Director
Ground Control

Ground Control worked with Brand Experiences to design, build and host our new website which is the most prominent iteration of our new brand Human Nature at its Best. Brand Experiences are much more than a ‘web agency’. Their deep understanding of brand delivered a fantastic new site built on Umbraco which continues 18 months later to drive excellent results for the business. Mike and team were great to work with and went the extra mile to deliver against a challenging deadline.

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