Did you know that plastic could be more sustainable than paper? Wait, what? Well, to understand sustainability, you need to analyze the complete product lifecycle, identify your KPIs for the critical material waste, and find out how much total waste you have in the entire product life cycle. If you did this, you might learn that paper usage resulted in wasting some other key resources as the product moved through the supply chain. This is why sustainability is more challenging than you think, and it requires careful analysis and positioning. Otherwise, these efforts are likely to fire back once influencers and consumers learn that you didn't mean what you stated on your marketing material.In today's episode, our guest, Adam Peek, shares his insights on how sustainability initiatives can help your brand's strategic growth. He also discusses why you can't fake sustainability and why that's likely to fire back more than helping. Finally, he outlines why executing sustainable strategies is more challenging than you would think, as it requires a deep understanding of your materials and the entire product life cycle starting from procuring raw materials to consumers consuming or discarding them.For more information on growth strategies for SMBs using ERP and digital transformation, visit our community at wbs.rocks or elevatiq.com. To ensure that you never miss an episode of the WBS podcast, subscribe on your favorite podcasting platform.