There’s Nothing Sustainable About Businesses That Are Talk And No Action

Julie Starr • June 1, 2021



With large corporations some of the worst offenders for environmental crimes, sustainability is, quite rightly, becoming a pressing business concern for as many as 62% of executives . This sounds like great news until you consider that a mere 25% incorporate sustainability into their overall business models. 

This is what’s known in the industry as the ‘knowing-doing gap,’ and it’s a driving force for ongoing negative best practices with regard to corporate environmental concerns. More worrying, perhaps, is the fact that upfront sustainable understanding can confuse consumers into believing that companies are doing more than they actually are. From a business standpoint, this might seem better than the reality of inaction that’s the alternative, but misinformation or false representation can have severe repercussions, especially with regards to such a volatile topic.

To prove that point, we’re going to consider just three of the ways that failing to back up talk of sustainability with verifiable action could ultimately damage your company’s bottom line. 

# 1 – The risk of reputational damage

With 83% of eco-conscious millennials claiming that they prefer to shop with brands that share their values, the benefits of talking about sustainability are plain to see. However, if you don’t back those values with action or, worse, if you continue environmentally damaging processes behind the scenes, then the reputational damage you’ll suffer will be worse than any potential benefits. This is why companies that push the sustainability narrative need to ensure that they’re at least taking steps to improve damaging processes, driving the positive change that is always going to outweigh anything you can say about sustainability. 

# 2 – Failure to complete

More companies than ever, including top names like Nike, Pepsi, etc., are taking steps towards a more sustainable future by implementing key improvements such as sustainable packaging , reduced waste, and recycling drives. As such, merely talking about sustainability is no longer enough to keep modern consumers onside. Instead, a company looking to compete not only needs to spread a positive sustainability message but also needs to ensure that they’re taking steps to at least stay in line with the sustainability best practices of the moment. Only then can they guarantee that modern consumers keep looking their way.

# 3 – Falling foul to non-compliance

As pushes for sustainability increase, this becomes more than just a consumer concern, with many local councils now implementing stringent sustainability regulations regarding waste management, pollution, etc., especially at a corporate level. As such, consumers aside, talk without action here could leave you in severe legal trouble. This could lead to closure or heavy fines, and action against you as a result of this discrepancy will most certainly stop customers from coming to your doors moving forward. By taking the time to build a sustainable business model that adheres to local regulations, companies not only ensure good legal standing within their communities but should also find that they automatically start to back their talk about sustainability with positive changes that their consumers can actually see. 

Blockchain for Sustainability: Cutting Through the Hype with Strategic Communication

By Julie Starr • April 28, 2025
As blockchain continues to gain traction in sustainability circles—from tracking carbon credits to improving supply chain transparency—more organizations are exploring how these emerging tools might support their ESG goals. But with innovation comes complexity, and for many stakeholders, blockchain still feels like a black box. That’s where communication becomes essential. At Taiga Company, we work with clients to simplify complex sustainability narratives without oversimplifying the value. While blockchain can offer traceability and transparency, it’s not a silver bullet—and how you talk about these technologies matters just as much as how you use them. Poor communication can undermine credibility, especially in a landscape where stakeholders and regulators are increasingly alert to greenwashing . On the other hand, clear, honest messaging about blockchain-enabled sustainability efforts can build trust and differentiate your leadership. Our approach is grounded in materiality and alignment. We help organizations: Translate technical tools like blockchain into plain language that resonates with diverse audiences Connect new technologies to core sustainability strategy Craft credible narratives that evolve alongside innovation Blockchain may be new territory, but strategic communication remains the foundation. Whether you're piloting traceability tools or just starting to explore how blockchain fits your ESG roadmap, we help you tell the story with clarity and confidence. Let’s make innovation meaningful.

6 Things All Modern Businesses Need in 2025

By Julie Starr • April 22, 2025
If you’re starting your own business, then you know all too well that it’s equally an exciting and overwhelming time. There’s so much to think about, and you want to get it right from day one. But it doesn’t have to be as overwhelming as you might think. Let’s go through everything your new business needs to hit the ground running this year. A Clear Business Plan Before anything else, take the time to figure out your game plan. This doesn’t need to be a long, boring document that you’ll never look at again. Think of it as a simple guide that answers three key questions: Who are you selling to? What are you offering? And how are you going to get noticed? Once you’ve written that down, you can always tweak it as your business grows. From a communications standpoint, clarity on your audience and value proposition also sets the foundation for authentic brand storytelling—something Taiga Company helps clients refine at every stage. Responsible Financial Management Money is one of those things that can make or break a business. The good news is you don’t need a finance degree to get it right. Start with a simple budget. Know how much is coming in, what’s going out, and what you’re setting aside. Think about things like stock, marketing, bills and wages if you’re hiring. Keep it realistic and keep it updated. Doing this from day one will make life much easier later. Reliable Cloud Services In 2025, storing everything on your laptop isn’t really a safe bet. Files go missing, computers break, and you don’t want to lose important stuff. That’s where cloud services come in. They keep your files secure, backed up and easy to access from anywhere. Whether it’s documents, customer info or creative work, having it all saved online gives you peace of mind. And when you're building a business in a digital-first world, having secure, accessible assets also means your team can collaborate more efficiently across channels—essential for strong communications. Flexible Payment Options Most people don’t carry cash anymore, so if you’re only accepting it, you’re going to lose sales. Get yourself a card reader that takes all the usual stuff like debit cards, credit cards, contactless and Apple Pay. The easier you make it for someone to pay you, the more likely they are to buy. Simple as that. A Basic Website Even if you’re not selling online, you still need a website. It doesn’t have to be fancy. Just something that tells people who you are, what you do, and how they can contact you. Think of your site as your digital front door. If someone hears about your business, chances are they’ll look you up online. Make sure what they find actually helps them. A clear website is also one of the most powerful communication tools your business has. We work with clients to ensure their digital presence reflects their story, purpose, and value. A Way to Spread the Word You can’t rely on people just stumbling across your business. You’ve got to put yourself out there. Social media is a great start, but don’t stop there. Think email newsletters , posters in your local area or even just chatting about your work whenever it comes up naturally. The more you talk about your business, the more others will too. Starting a business in 2025 is a big move, but it doesn’t have to feel impossible. Get the basics in place, stay flexible and keep learning. With the right tools and the right message, you can build momentum and create connection. Taiga Company helps growing businesses translate operational essentials into brand trust and long-term impact.