For Earth Day 2025, Justine Dampt the co-founder of “Shake Your Plants”, discusses how businesses can improve their sustainability practices
As the founder of Shake Your Plants (SYP), sustainability isn’t just a feature of our business – it’s at the core of who we are as founders and as a business.
We live in a time where consumers don’t just appreciate eco-conscious brands; they expect them. Earth Day serves as a crucial reminder that businesses, big or small, have a responsibility to go beyond token gestures and build sustainability into their core operations.
Sustainability is no longer an afterthought, it’s a business necessity. Consumers, especially Millennials and Gen Z, demand more transparency and accountability. They choose brands that reflect their values, making sustainable business practices a competitive advantage rather than just an ethical choice.
But sustainability is more than a marketing tool; it’s about long-term resilience. Companies that integrate environmental responsibility into their business models often reduce costs, enhance brand loyalty, and future-proof themselves against evolving regulations and market shifts.
I believe that sustainability is not about perfection; it’s about continuous progress. Every business can take meaningful steps toward a greener future, whether through waste reduction, ethical sourcing, or responsible packaging. The brands that embed environmental responsibility into their DNA will not only contribute to a better planet but will also thrive in the long run.
I firmly think that we need to rethink waste as a resource and focus on impact measurement.
At SYP, we actively use imperfect fruits and superfoods to create our plant-based powders, reducing food waste while delivering high-quality products. Many businesses can explore similar circular economy practices, whether by repurposing materials, designing for longevity, or finding innovative ways to minimize waste.
A business is only as sustainable as its supply chain. Whether it’s raw materials, packaging, or distribution, every decision impacts the planet. SYP is committed to sourcing responsibly, reducing our carbon footprint, and working towards fully sustainable packaging.
Greenwashing is a major concern, and consumers are quick to call it out. Authenticity is key, brands need to measure, share, and improve their environmental impact. That’s why we’ve committed to 1% for the Planet and are in the process of applying for B Corp certification—ensuring we meet the highest sustainability standards.
Finally, sustainability isn’t a solo effort. Businesses should engage their communities, be transparent about their journey, and educate customers on how their choices make a difference. The more people understand the impact of their consumption, the more they support responsible brands.
