Sustainable development is integrated throughout our entire value chain—from the use of recycled or FSC-certified fibre inputs to operations that are more sustainable than the North American pulp and paper industry average¹. While so much effort is put in behind the doors of our plants, it is essential that our commitment to sustainable choices is driven by our sales team, who raise awareness among both our colleagues and our clients about the benefits of making environmentally gentler choices.
Furthermore, it is a powerful sales lever that enhances client relationships and highlights innovative product offerings. Over the past few years, businesses have increasingly prioritized sustainable action². Why? Following a panel discussion with internal experts, here’s a summary of the key insights shared.
Sustainability as a Business Driver
The panelists emphasized that sustainability now acts as a real catalyst for commercial relationships. Approaching sustainability stakeholders within client organizations can open new lines of communication and unlock access to departments that may not have been engaged previously.
Over five years (through 2024), consumer packaged goods marketed with responsible attributes achieved a CAGR of 12.4%, growing 2.3 times faster than conventional products (6.8%)3. Offering products with responsible attributes also opens the door to valuable marketing opportunities. Promoting sustainability thro ugh client-facing storytelling strengthens the credibility of a firm’s offer and helps distinguish its brand in a competitive marketplace.
A Responsible Product Line Built to Perform
Cascades’ products are developed based on eco-design principles, thoughtful end-of-life planning, and a circular economy approach. These products are not only more considerate of the environment—they are also economically sound and just as high-performing as those made from 100% virgin fibre.
For example, optimizing packaging to reduce resource use, lower weight, and improve transport efficiency are all changes that can bring both environmental benefits and cost savings.
A Clear Shift in Market Expectations
Sustainability is no longer optional; it has become a standard requirement in many industries. Procurement processes, particularly in public and corporate sectors, now routinely include environmental and social responsibility criteria.
This shift reflects a broader cultural change: clients today expect suppliers to be both competent and proactive when it comes to sustainability. Being silent on the subject can be perceived as a red flag—taking the lead builds trust.
Leading with Proactivity in Client Relationships
One of the strongest messages from our speakers was the importance of being proactive. Waiting for the client to raise the topic of sustainability is a missed opportunity. Instead, incorporating sustainability at the very beginning of presentations positions your business as a committed and knowledgeable partner.
Doing this effectively requires continued learning. Team education, message consistency, and a working knowledge of product impact data are essential for building credibility and engaging customers with confidence.
Position sustainability at the heart of your business strategy.
Our inhouse experts clearly demonstrated that sustainability is now a strategic driver of innovation, commercial performance, and long-term value creation. For Cascades PRO® distributors, this means:
- Having a concrete, science-backed sales argument for clients increasingly focused on environmental performance
- Being able to highlight the environmental attributes of your products with confidence and data
- Gaining the opportunity to position yourself as a solutions partner, not just a product supplier
Why Promote Sustainable Solutions?
- Differentiate your products with added value
- Stay ahead of regulations and reduce risks
- Build trust with clients and stakeholders
- Boost your brand’s responsible image
- Attract and retain top talent
- Gain a competitive edge in RFPs
Being proactive
One of the strongest messages from our speakers
By integrating sustainability into the conversation—early and often—you equip your teams with the insight and confidence to build stronger relationships, close more deals, and drive meaningful impact.
Providing transparent, quantifiable impact disclosures gives clients clear, science-based data to understand the environmental benefits of the products they purchase.
Need help? Ask us about our sustainability practical guide or request the potential environmental savings of choosing Cascades products.
1 FisherSolve®, ©2024 Fisher International, a ResourceWise company
2 Deloitte Accountant Survey, April 2022
3 The 2024 Sustainable Market Share Index™