As more businesses in Africa commit to tackling climate change by meeting emissions targets and adopting sustainability in their operations, supply chains, and in the investment choices they make, there comes the need to imbibe sustainable habits in their customers in order for their actions to have far-reaching impact.

It is for that reason that we will be taking a look at the role businesses in Africa can play in helping customers make more sustainable choices which in turn, will contribute to solving the environmental and social challenges the world is facing.

The first step businesses can take to help their customers develop sustainable habits is making sustainable choices easier for customers. Consumers have shown that they are now more concerned about climate change (and the role they must play to combat it) as witnessed in trends.

However, keeping to their sustainability promises and aspirations no matter can be a daunting task for them because it all feels like hard work making sustainable choices – they find it expensive, time-consuming, and complicated.

When companies make it easier for customers to favor sustainability over products and services that aren’t eco-friendly, they etch the sustainability agenda in the minds and lifestyles of customers.

In addition, businesses can evoke sustainable behaviors in customers by incentivizing more sustainable choices and habits in them. One way businesses can achieve this is by innovating around what customers are already doing.

For example, energy solution companies can provide smart charging solutions to customers with electric cars that help them determine the best time to charge their cars.

This will not only reduce costs for customers but also put less pressure on energy grids. In the same vein, it will drive the sustainability agenda and also help customers easily keep to their sustainability targets.

Also, businesses can help customers develop sustainable habits by identifying the needs, wants, and frustrations of their customers and acting on them by using the insights to innovate new products, business models, and solutions.

One good thing about this method is that companies that are customer-focused already possess these skills so they do not necessarily need in-depth sustainability expertise. We can design our products to make sustainable choices easy and affordable.

When businesses provide sustainable choices for their customers by looking at their needs, they will be creating a positive impact while serving their customers and providing value to them.

Apart from this making business sense, it is also the right thing for these businesses to do as making sustainable choices simple, affordable, and easy for customers will help the businesses themselves meet customer needs, build a more resilient business, and focus innovation on addressing issues that are important to their customers.