Challenges for green businesses in 2024

Five barriers that green start-ups and scale-ups must overcome in the coming year

challenges for green businesses
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In the dynamic world of sustainable business, the leap year 2024 brings forth many challenges for green start-ups and scale-ups. While the pursuit of a positive impact on both the planet and society is more critical than ever, these businesses need to be ready to tackle challenges that require strategic planning and careful navigation. Here, we delve into the five challenges that are shaping the journey for green businesses in 2024 and explore potential solutions.

1. Funding dilemmas: crafting a compelling narrative

Securing funding remains a paramount challenge for green start-ups and scale-ups. Investors may exhibit hesitancy due to the longer return on investment associated with sustainable businesses. To address this, green businesses must go beyond mere financial projections in their business plans. They need to weave a compelling narrative that not only showcases their potential for profitability but also communicates the tangible environmental and social benefits of their products or services. Emphasising the positive impact on both the planet and society can resonate deeply with socially responsible investors.

2. Sustainable supply chains: a network of partnerships

Creating sustainable products and services requires a meticulous approach to supply chain management. Establishing and maintaining relationships with suppliers committed to sustainability is pivotal. The current lack of transparency in supply chains can be a significant hurdle. In response, green start-ups and scale-ups should actively seek suppliers who share their commitment to sustainable business practices. Building a network of partnerships with suppliers aligned with their mission not only ensures the integrity of their products but also fosters a community dedicated to sustainable practices.

3. Building customer awareness: storytelling for impact

Educating consumers about the environmental and social benefits of green products and services remains an ongoing challenge. The strategy here is not just about marketing but about impactful storytelling. Green start-ups and scale-ups must convey a narrative beyond product features. Investing in business communications that tell the story of their journey, the positive impact they make, and the values they uphold can resonate more deeply with potential consumers. Collaboration with reputable environmental and social organisations provides an effective channel to reach a broader audience.

4. Managing regulatory uncertainty: proactive compliance strategies

The fast-evolving regulatory landscape introduces uncertainty for green businesses. Staying abreast of the latest developments is crucial, but the lack of clarity and consistency can complicate compliance efforts. To navigate this challenge, green start-ups and scale-ups should adopt proactive compliance strategies. This involves not only staying informed but also actively engaging with regulatory bodies. Participation in industry forums and collaborating with advocacy groups can contribute to shaping clearer and more consistent regulations, creating a favourable environment for sustainable businesses.

5. Mitigating geopolitical risk: building confidence in an uncertain world

Geopolitical events impact, among other things, funding, supply chains, consumer behaviour, and regulations. They introduce complexities that all businesses need to proactively address. Green start-ups and scale-ups must stay informed about geopolitical events that may affect operations and projects, establish contingency plans, and diversify supply chains. Engaging in dialogue with geopolitics experts to incorporate geopolitical considerations into their strategic planning, green businesses can build confidence among stakeholders, positioning themselves as adaptable players in an uncertain world.

Final thoughts

Despite these challenges, 2024 presents many opportunities for green businesses. The growing demand for sustainable products and services, coupled with rising interest from investors, opens doors for those who can navigate the complexities of the market. By embracing these challenges as opportunities for growth, green enterprises have the potential not only to make a positive impact on the environment and society but also to yield significant returns for their investors.

The journey of green businesses involves not just overcoming challenges but transforming them into catalysts for positive change. Green start-ups and scale-ups that successfully address funding dilemmas, ensure sustainable supply chains, build customer awareness, navigate regulatory uncertainty, and shape public perception are poised to lead the way in a future where profitability and sustainability coexist harmoniously.


If your company provides solutions for business clients who want to transition to a sustainable economy, we offer pro-bono advice on business valuation, funding options, risk management and more:

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P27 Team

View posts by P27 Team
A cadre of associates that deliver short consultations and project-based business services to both SMBs and larger businesses. Their expertise includes business change, business development, business planning, digitisation, ESG integration, financial markets, green finance, leadership development, marketing, regionalisation, risk management, valuation and more.
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