Sustainability as an industry has accumulated many myths over the past decade. Such myths make it difficult to discern the truth and create psychological barriers for businesses and business owners to begin their sustainability journey. Coupled with the prevalence of ‘greenwashing,’ sustainability has become tainted in the public eye.
Atlas Project prides itself on delivering genuine impact, backed up with evidence, giving businesses and their owners the peace of mind, knowing their money is making an actual difference. So, let’s explore five myths about sustainability that could be holding your business back.
Myth #1: “Sustainability is too expensive for small businesses”
Being sustainable can be expensive. Anything can. But perhaps the core issue at heart is the perception of what becoming sustainable is; that it’s a cost. Becoming sustainable should be seen as an investment, especially with the direction that the world in general is heading in, much less the ‘pioneering’ role that the UK is taking upon itself within the space. The most cost-effective method for carbon removal (the most well-known and wide populated form of becoming sustainable) is the planting of trees. Depending on volume, we charge £1 per tree; the more you commit to planting with us, the lower the price goes. Prices can and do vary, but you can look to offset one tonne of carbon for around £5. If you look at more advanced carbon removal methods, such as Direct Air Capture, this will cost you a lot more - but small businesses don’t need to start there.
Myth #2: “Only large companies can make a real impact”
This is a quality centred approach to thinking. “Only Apple can make the best smartphone in the world”, or “Only top-tier athletes are good at the sport”. This undermines everyone that isn’t at the top of the game (of which there can only be one to begin with).
As rudimentary as it is, the following point explains why quantity can be as significant as quality. According to the United Nations Food and Agriculture Organisation, 50% of the world’s population relies on rice in their daily diet. That’s roughly 4.1 BILLION people. Now imagine every individual at minimum, didn’t finish one grain of rice per meal. We’re talking about 4.1 BILLION rice grains being thrown away, per day (conservative figure). Most would argue that one rice grain is insignificant, yet when we talk about large volumes of something, it quickly adds up to create a significant impact. It’s no different with sustainability. If every organisation in the UK, planted just one tree a year, that would equate to 4.65 MILLION additional trees being planted per year, resulting in 116,250 tonnes of CO2e absorbed. This would equate to offsetting the lifetime emissions produced by 2,596 cars. Suddenly, quantity has some weight in this argument and demonstrates that community is stronger than any single business, or a select few conglomorates. This is based on just one tree per organisation, which would cost you £1.
Myth #3: “Sustainability is just about trees and recycling”
Trees are very much the ‘hero’ of sustainability and are at the constant forefront of the sustainability industry. Even in this article, so far, I have focused on talking about trees. But there’s a reason for it. At their centre, they are the lifeblood. They are the planet’s natural healer, its natural form of defence. There have been huge technological strides in developing man-made solutions, but as suggested above, it’s not quite as cost-effective. There are many other solutions, such as: biochar, enhanced rock weathering, direct air capture, ocean cleanups, peat projects, to name a few. Atlas Project partners with a number of organisations that also utilise education. In poorer countries, where climate change has a much larger effect on day-to-day life, like Tanzania or Ghana, education about a cyclical-economy and prioritising individual and planet health first, is being taught. Individuals and businesses can rest assured, knowing parts of their money will go towards educating the future generations on how to think of the planet first, then make business, money etc. They’ve been forced to prioritise sustainability due to necessity.
Myth #4: ‘There’s no ROI in sustainability”
Au contraire mon ami! Where did you hear this? Not from us! Recent studies have proven that sustainability isn’t just a black hole of morality. I’ll share some core information from multiple case studies, but I invite you to undergo your own research or equally you can reach out to us if you’re interested in starting your own sustainability journey; we’d be glad to help!
- In 2000, DuPont, an American chemical manufacturer committed to reducing their greenhouse gas emissions by 65%. By 2007, they were already saving $2.2 BILLION, ANNUALLY, through energy efficiency alone. They additionally saw sales increase for their more eco-friendly products, introducing new revenue as well as saving mandatory expenditure, allowing for reinvestment in different areas of the business.
- Secondly, studies conducted by the likes of Goldman Sachs, Deloitte, MIT Sloan and Harvard found that the ROI for ‘lean and green’ interventions has been calculated at 233%, which was also considered ‘conservative’. Organisations are capable of achieving higher than this, but the point stands; companies that commit to goals such as zero waste, zero harmful emissions and zero use of non-renewable resources financially outperform their competitors.
- To complete the trilogy of case studies, consumers have been found willing to pay up to 20% more on services and products that are environmentally sound. In fact, one study showed that 70% are willing to pay higher costs for sustainable goods, while another found that globally, 12% are willing to spend extra on eco-friendly goods.
By no means am I expecting you to be converted if you were a sceptic, or to sign-up today if you were on the fence. But studies DO show that there are benefits to companies who adopt and infuse sustainability into their business model, beyond the social expectation and moral ‘high-ground’. More importantly, beyond generic studies, there are plentiful real-world examples, such as DuPont, that demonstrate this.
Myth #5: “Sustainability is too complex to implement”
I won’t sit here and lie by saying that sustainability is a piece of cake, that you can integrate it into every aspect of your business within a month and you can expect to increase your sale price by 18% and reduce operational waste by 50%. But I will say that starting it, on a small level, is in fact super easy. We make it easy for you. Starting small is better than not starting at all and the sooner you integrate something, the more time you have to adjust it and develop it.
Sustainability is here to stay. Like the internet boom, any business that considered it too complex or fought against its presence, likely died out. As the saying goes ‘If you don’t exist online, you don’t exist at all.’ You don’t need to like it, but it’s a fact in today’s reality.
Myths, at their core, are unproven stories retold and adapted over time. At Atlas Project, we break through these myths with genuine IMPACT, delivering tangible results and bespoke, personalised solutions — all rooted (like trees!) in transparency and authenticity.
Sustainability is not reserved for medium or large organisations; it’s a journey every business can begin, regardless of size. We believe in the collective power of community and shared responsibility. If each of us plays even a small part, the combined impact can be extraordinary.
While trees are often seen as the ‘heroes’ of sustainability for their natural simplicity, there are countless innovative solutions that can achieve equally remarkable, if not greater, results. And with the right strategy, sustainability offers not just environmental benefits, but also significant ROI. Success depends not on if sustainability will work, but on the belief and commitment we bring to the table.
Atlas Project makes sustainability simple and accessible. Starting your journey with us means taking the first step toward a greener, more sustainable future — with a partner who will guide and support you every step of the way.
Are you ready to reduce your business’s carbon footprint and join the movement for meaningful change? Contact Atlas Project today to take the first step toward transforming your business into a sustainability leader.
Complete the contact form on our homepage, or connect with us on social media by searching ‘Atlas Project UK’ on any major platform.
Thank you for reading. We look forward to helping your business take action towards a more sustainable future.
Signing off,
Sasha Higham,
Co-founder & CEO
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