23 March 2023

The positive role brands can play in consumer sustainability

Profile image of Johan Forseke and a hand pointing on a grean leaf button.

For businesses, the sustainability push is driven largely by the United Nations’ Sustainable Development Goals, along with the growing regulations and requirements around sustainability and Environmental, Social and Governance (ESG) reporting. But there is another very important consideration for organizations when focusing on sustainability – the customer.

The good news is that artificial intelligence (AI) is providing companies with greater control over their own environmental impact, while helping them elevate their green strategies with the customer top of mind.

Download now: New sustainability regulations

Sustainability and ESG requirements are changing fast

Rules and regulations are evolving rapidly in terms of sustainability and ESG requirements. Our recent ‘Sustainability Regulations’ eGuide provided an overview of some of the most pressing requirements to be aware of. But, of course, being a sustainable company isn’t only about going green to adhere to the law. It’s about wanting to do the right thing.

Today, customers want to live more sustainably, and this is reflected in their buying trends. Consumers expect the brands they like to play a positive role in the future of the planet. It’s therefore down to brands to shout about what they do. More than that, it’s down to them to provide the tools for their customers to be more sustainable too.

Safety and sustainability on the roads

Let’s look at some important numbers in mobility. Globally, 1.3 million people are killed every year on the roads, and up to 50 million more are injured[i]. Apart from the suffering, the cost of road crashes is estimated at 518 billion USD per year, approximately 1.4 billion USD per day.[ii]

Transport is also a major cause of pollution, responsible for close to 15% of total global greenhouse gas emissions. Around the world governments are taking action to reduce emissions through cleaner vehicles. Some countries have even committed to phasing out sales of combustion engine vehicles completely over the next few decades.

Going above and beyond

Probably the biggest trend in the global automotive industry is the shift to electric vehicles (EVs). Many car manufacturers have announced that they intended to sell only EVs from certain dates. And their options for customers don’t have to stop at the point of sale or subscription.

Take Stellantis Japan, for example, who announced earlier this week that they would utilize AI technology to help subscribers to their FIAT 500e electric cars understand their impact on the roads. To do this they will use Greater Than’s AI to convert GPS data into crash probability and climate impact insights. Not only will this help to incentivize safe, sustainable driving, but Stellantis Japan will also gain new data-driven insights that will help them shape future services to meet evolving customer needs.

AI is shaping a more sustainable future

With customers keen to make smarter buying choices and reduce their environmental impact, it’s time for brands to elevate sustainability management. AI is the ideal tool for enabling sustainability and ESG reporting, as well as creating customer-centric solutions that prioritize the environment.

At Greater Than, our Climate Impact Score measures CO2 savings in grams or percentage, as well as EV battery consumption. While our Crash Probability Score predicts a driver’s crash likelihood. Both tools are ideal for companies that want to shine the spotlight on safety and sustainability, and which want to support their customers with reducing their negative impact on the planet.

To find out how our AI can help your brand to become a better role model in consumer sustainability, please contact Greater Than or book a meeting.

[i]   World Health Organization

[ii] Investing-in-Road-Safety-A-Global-Imperative-for-the-Private-Sector.pdf (togetherforsaferroads.org)