Why Modern Companies Need A Sustainable Edge, According to Entrepreneur Trevor Edwards

The consumer market is ever-changing. In recent years, there has been a colossal shift toward sustainability and saving the planet. Entrepreneur and former president of a leading athletics brand, Trevor Edwards, is at the forefront of this change. As he puts it, the move to eco-conscious products is not a mere fad, but a permanent transformation. 

“There are quite a few trends that excite me,” he explains. “One of them is sustainability, the desire to make great products and reduce our impact on the planet. But this is more than a trend – it has become an imperative.” Within this article, we will take a look at how all entrepreneurs need to ensure that their business has a sustainable edge.  

The Sustainability Trade-Off 

The earth’s ecosystems are in grave danger. Without making more sustainable choices in every aspect of our lives, we will not be able to maintain the environment. While this topic has been at the forefront of consumers’ minds for decades, historically people had to face a difficult decision when making purchasing choices. As Trevor Edwards explains, 30 years ago, it was much more challenging for customers to make eco-friendly decisions. 

“This will date me, but back in the 1990s, I did some consumer research in Europe around sustainability and each time we researched it, we got the same answer again and again,” he explains. “Sustainability was important to customers, but they were unlikely to change their buying behaviour to prove it.” 

While many consumers wanted to make eco-friendly purchases, the limited options on the market made this move difficult. All too often, the average buyer had to make a trade-off when choosing products. If they wanted to support the environment, that meant battling with a high price tag or, worse, a product that was sub-par. It was a real dilemma. 

“Personally, I’ve always been intrigued by this central problem, the notion that consumers have to compromise when they want a sustainable product,” the well-known businessman and entrepreneur continues. “There has always been a trade-off… higher prices and lower quality or poor functionality. So, for the consumer to make an eco-conscious choice they have to settle for less — therein lies a challenge and an opportunity.”

Shift Towards Sustainable Products 

The tides are changing when it comes to sustainability. With a higher demand for products that don’t impact the environment, there’s scope for leading businesses to take charge. According to the 2019 Global Consumer Insights Survey, 35 percent of consumers now choose sustainable products over rivals to protect the environment. The same survey found that more than 40 percent of consumers avoid the use of plastic when they can. 

Modern-day business leaders will do well to notice this trend and take action. Regardless of the industry in which you work, ensuring that you’re offering sustainable products ought to be a top priority. What’s more, this ethos should reverberate through every area of your business. One survey found that more than 80 percent of consumers expect companies to take an eco-friendly approach when it comes to their marketing and advertising. 

“Today we are seeing an increasing shift toward sustainability across a number of industries and especially with the younger consumer. For me, the opportunity it’s about overcoming the adoption challenge by bringing remarkable design into the picture. That means offering consumers the same level of well-crafted, high-functioning products with a sustainable edge,” explains Trevor Edwards.

The Future is Eco-Friendly 

The shift towards sustainability in products is just beginning. More than 90 percent of consumers say they believe the way we treat our planet now will have a large impact on the future. Rather than working against the current trend, it’s important for business leaders and product developers to incorporate sustainability into their upcoming ventures. With his latest venture, Trevor Edwards is pioneering the way when it comes to this trend. 

“My current new business is in stealth mode so I’m not fully revealing the details yet. However, I can say I am working on a number of different ideas, one of which is how to create products better and more sustainable. We’re making products for people who want to be more eco-conscious and limit their impact on the environment but are finding it hard to make the right choice,” he explains. 

Giving consumers the option to buy affordable, functional, and sustainable products is the future. Since we have already seen a change in the mindset of the average shopper, the world’s leading businesses and brands are certain to follow suit. Needless to say, looking after the environment and the planet has never been more important than it is in 2022. 

Trevor Edwards: Pioneering Sustainable Products 

Trevor Edwards is the Former President of a top-performing athletic brand, a role that saw him lead facets of the $34 Billion business. Reporting directly to the CEO, Trevor Edwards managed the Category Business Units, Product and Merchandising Divisions, Global Marketing, Sales, and Digital Technology. During his stint, he moved the brand to work with leading sports people including LeBron James and Serena Williams.

Prior to this role, Trevor Edwards was the Global Business Development Manager for Colgate Palmolive between 1986 and 1992. The top global consumer products company sells personal care, hygiene, and oral care products under a variety of brand names including Colgate, Sanex, Protex, and Palmolive. From 2012 to 2018, Trevor Edwards was also the Director of the Board of Directors for Mattel. 

Trevor Edwards attended Baruch College in New York City where he earned a Bachelor’s of Business Administration degree and a Master’s of Business Administration degree. He soon went on to work for Goldman Sachs on Wall Street and left to pursue his passions. 

He is currently working on a new business venture with a focus on sustainability. While he has not shared the details of his latest endeavour with the public, it is certain to shake up the product development world. Trevor Edwards now lives in Portland, Oregon with his wife, Carolyn and the couple’s twin sons.