by Alec Benton | March 19, 2025
The Growing Demand for Sustainability Across Industries
Sustainability has become a defining expectation across many industries, including the sports industry, particularly outdoor sports. As environmental awareness grows, consumers—especially younger generations—are demand more from the brands they support. They want products made with responsible materials, transparent supply chains, and a demonstrated commitment to reducing environmental impact. In 2025, 88% of small businesses reported that sustainability had become more important to their operations than the previous year.
At ClimeCo, we collaborate with various industries to help their businesses meet these evolving expectations. Through initiatives like the EcoCommitted™ Partner Program, they can take meaningful steps toward sustainability while strengthening their brand reputation.
As a marketing professional and the founder of Caprock Skateboards, I’ve seen firsthand how sustainability initiatives can create real business value. Although Caprock was founded with sustainability in mind, I recognized the potential to enhance our environmental efforts further. That’s why I decided to join the EcoCommitted™ Partner Program—to take measurable action in reducing Caprock’s environmental footprint and better align our operations with our values.
Why Sustainability Matters in the Sports Industry
Sports brands today face increasing pressure to adopt sustainable practices as consumers hold them more accountable than ever. The industry’s environmental footprint is significant, from apparel and equipment manufacturing to the energy consumption of large-scale events and team travel.
For skateboarding specifically, sustainability has become a core value within the community. Skaters aren’t just looking for flashy products; they want to support companies that align with their values. Whether it’s the materials used in boards and apparel or the carbon impact of production and shipping, skateboarders expect transparency and responsible business practices. “I support Caprock because they genuinely care about sustainability,” said customer Ian Dargenson. “It feels good to buy from a brand that actively gives back to the environment.” This aligns with broader consumer trends, as 66% of U.S. customers prioritize sustainability when making purchases, and many are willing to spend more to support eco-friendly businesses.
This shift presents both a challenge and an opportunity. Companies prioritizing sustainability can differentiate themselves in the market, build stronger customer loyalty, and safeguard their business for the future as regulations and consumer expectations evolve.
The Importance of Sustainability Partnerships
Sustainability is not just an environmental responsibility—it’s a strategic business decision. Studies show that consumers are more likely to engage with and remain loyal to brands that actively support environmental causes. Businesses that incorporate sustainability into their operations see increased customer trust, improved brand perception, and financial benefits.
However, implementing sustainability initiatives can be complex. This is where strategic partnerships become crucial. Programs like ClimeCo’s EcoCommitted™ Partner Program provide businesses with tools and resources to offset their carbon footprint, support impactful environmental projects, and authentically communicate their commitment to sustainability.
Why Caprock Skateboards Joined the EcoCommitted™ Partner Program
Caprock Skateboards was founded with a mission to blend high-quality skateboard equipment with environmental responsibility. From the beginning, we focused on using responsibly sourced materials and committed to planting trees for every order we received. However, we knew there was more we could do to ensure our impact aligned with our values.
Through the EcoCommitted™ Partner Program, Caprock offsets the annual carbon emissions from our business operations by supporting verified environmental projects such as forest conservation, methane removal, and greenhouse gas abatement—initiatives that directly contribute to a healthier planet.
Our membership includes a special partner badge and certificate that we can use to display our environmental leadership on our website, social media accounts, and printed materials. Joining EcoCommitted™ provided us with a structured way to mitigate our environmental impact while reinforcing our commitment to sustainability in a way that deeply resonates with our customers.
Strengthening Brand Loyalty & Market Share
Since becoming an EcoCommitted™ partner, we’ve seen significant improvements in how customers perceive our brand. Consumers today are looking for more than just products—they want to support companies that reflect their values. Since taking clear and measurable steps toward sustainability, Caprock has strengthened its credibility, increased engagement, and built a deeper sense of trust within our community. We have seen higher customer reviews and increased brand loyalty. This trend aligns with a report stating that 53% of consumers have switched to lesser-known brands because they were sustainable, while businesses prioritizing sustainability noticed increased customer loyalty and revenue.
Conclusion
The sports industry plays a vital role in leading sustainability efforts. Companies that embrace eco-conscious practices contribute to a healthier planet and position themselves for long-term success.
Being part of the EcoCommitted™ Partner Program has enhanced our sustainability efforts and helped us stand out in an increasingly competitive market. Customers are more likely to choose brands that demonstrate a real commitment to environmental responsibility—and this partnership has allowed us to showcase that commitment meaningfully with a simple—user-friendly platform.
Are you ready to follow Caprock in strengthening your commitment to sustainability? Learn how the EcoCommitted™ Partner Program can help you positively impact your business and the planet.
Works Cited
Novuna – Eight in 10 small businesses place stronger focus on sustainability for 2025
McKinsey – The State of Fashion in 2020
ESGToday – Consumers Willing to Pay 12% Premium for Sustainable Products
Minority Business Review – 2025: The Year Small Businesses Redefine Success
Capgemini – How sustainability is changing consumer preferences
About the Author
Alec Benton serves as a Digital Marketing Specialist at ClimeCo, where he develops and executes strategic marketing initiatives that drive business growth and promote sustainability-focused solutions.
Alec is also the founder of Caprock Skateboards, a brand dedicated to merging the skateboarding culture with sustainability. Since its launch in 2021, Caprock has focused on using eco-friendly materials and reforestation initiatives to reduce its environmental footprint. Through Caprock, Alec applies the same sustainability principles he advocates for in his professional work, demonstrating how businesses can align sustainability with success.
Alec holds a Bachelor of Business Administration in Marketing from Texas Tech University.
