At Trace, our supplement company extracts minerals from Utah’s Great Salt Lake, and we take preservation efforts seriously as more companies tap this natural resource for its abundant and powerful minerals. An ecological wonder, the Great Salt Lake deeply impacts the local environment — from bird migrations to plant life — not to mention the local economy, where it provides almost 8,000 jobs in the state. As a private business, we have a responsibility to ensure the largest saltwater lake in the Western Hemisphere is cared for. Our team is vocal in support of local legislation such as HB 453 — a bill that provides the needed regulatory oversight as to who can take minerals and water from the lake, while protecting water levels from becoming too low.

Brands can call upon their product procurement teams to take a closer look at their sourcing practices and identify how they too can stand for the protection of local environments that serve the business. When an organization financially benefits from natural resources, dedicating efforts to ensure its preservation serves the bottom line as well as its sustainability claims.

Misleading consumers on sustainability initiatives will not grow a business, and the legal and reputational ramifications only reinforce that the exaggeration of environmental claims will not deliver on ROI. Heads of sustainability can work with teams across various departments to improve an organization’s efforts on sustainability more holistically. With the strategy in hand, businesses can bring teams together to initiate meaningful change that can be accurately measured and thus promoted to their customers and shareholders.

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