Brennan Logan Brown is an entrepreneur based in Santa Rosa Beach, Florida, focused on the intersection of finance, sustainability, and technology. A former analyst at Deloitte and Thaden Capital, she founded TIDAL CARBON to advance blue carbon credit solutions. As a CFA Level III candidate, she brings analytical depth to climate-focused ventures. Through her mentorship platform, Blonde Guru, she supports women in business. Also she will launch Visionaire, an AI tool for strategic planning and sustainable growth.
Brennan Logan Brown spotted 6 common myths that keep smart people from taking the leap into sustainable business.
Myth 1: Sustainability is too expensive
Many business owners believe sustainability comes with high upfront costs and slow returns. In practice, some of the most impactful actions are cost-saving measures. Reducing energy consumption, minimizing waste, rethinking packaging, and improving logistics all have immediate financial benefits. These actions often require adjustments to operations rather than major investments. Long-term savings also emerge through risk reduction, resource stability, and better customer retention. Sustainable choices are often more about strategic resource use than spending more money.
Myth 2: Sustainability is only relevant for specific industries
Sustainability applies across all sectors, not just those tied to physical goods or environmental services. Service-based businesses, technology startups, and professional firms all have environmental footprints tied to office energy use, employee travel, digital infrastructure, and procurement choices. Incorporating sustainability can mean shifting internal policies, supplier relationships, or employee incentives. The core principle is assessing how the business uses resources, impacts people, and contributes to long-term ecological health, regardless of industry.
Myth 3: Sustainable strategies slows the growth
There is a perception that sustainability creates operational friction or regulatory delays. Brennan Logan Brown’s work shows that incorporating sustainable practices can support more stable growth. Businesses with clear environmental and social policies are often more attractive to investors, partners, and customers. These companies also experience fewer disruptions due to supply chain instability or regulatory changes. Sustainability can lead to better long-term planning, improved stakeholder trust, and a more resilient business model. Growth does not need to be sacrificed to meet environmental goals.
Myth 4: Businesses must be perfect to claim sustainability
Perfection is not the standard for being a sustainable business. Companies can make gradual changes while remaining transparent about their goals and limitations. Partial improvements in sourcing, waste reduction, or operations can lead to measurable impact. Being honest about challenges and progress builds trust with stakeholders. Small steps toward better practices are valid and meaningful, even if they don’t check every box. Businesses can build sustainability into their operations over time rather than attempting a complete overhaul from the start.
Myth 5: Consumers don’t care enough to make it worth
There is a myth about whether customers prioritize sustainability in their purchasing decisions. Research and market trends show that consumer awareness is growing. While not every buyer makes choices based solely on environmental claims, clear communication and transparency influence loyalty and perception. Businesses that provide traceable, specific actions tend to earn higher trust. Customers respond to accountability, not marketing language. Businesses that apply sustainability with real evidence see improved retention, referrals, and brand differentiation over time.
Myth 6: Sustainability efforts require complex technology
There is a belief that adopting sustainable practices means investing in expensive or complicated technology. While some tools can help, sustainability often starts with simple changes in behavior and processes. Reviewing how you use resources, reducing unnecessary consumption, and improving communication with suppliers and customers can make a big difference without heavy technology investment. Technology can support these efforts over time, but it’s not a necessity to begin making your business more sustainable.
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