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Summary
In today's business landscape, the perceived tension between growth and sustainability is dissolving. This case study explores how Cisco Meraki transformed sustainability challenges into market opportunities, achieving cost savings and revenue growth while reducing environmental impact. By reimagining customer journeys, elevating innovative circular economy solutions, and engaging customers through business needs, sustainability is a growth lever. The findings reveal practical frameworks for organizations seeking to leverage sustainability as a growth catalyst rather than viewing it as a regulatory burden.
Key Insights
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Transforming sustainability marketing copy into actionable UX opportunities reveals business revenue gains and reduces missed bids.
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Energy management features resonate more effectively with stakeholders than generic sustainability messaging.
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Sustainability content needs to be visible throughout the customer journey to avoid 'leaky funnels' and drive product adoption.
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Collaborating closely with engineering sustainability teams unlocks authentic environmental data about products.
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Legal approvals are a bottleneck in sustainability communications and require early engagement.
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Sustainability certifications like Energy Star can create significant competitive advantage when integrated into product documentation.
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Creating reusable design system components for sustainability data accelerates consistent communication across products and platforms.
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Building internal green teams fosters education, community, and buy-in for sustainability initiatives.
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Sustainability integration in UX is a long-term effort requiring persistence, vocal advocacy, and cross-departmental alliances.
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Considering system-level impacts and futures thinking enhances how sustainability initiatives shape product and organizational strategy.
Notable Quotes
"If we focus on energy management data points instead of just saying sustainable, that wins over more people."
"People don’t come to the site just to read about ESG goals; they want customer-facing information they can apply."
"Energy Star appliances generate over a billion dollars in revenue yearly — applying that analogy to Cisco hardware proved powerful."
"Legal was one of the most challenging stakeholders — I wish I’d built those relationships early."
"I was able to create user segments to analyze sustainability-related user journeys and identify gaps."
"We created new design system components and icons so sustainability info could be inserted consistently across touchpoints."
"Sustainability is a long haul; you have to stay stubborn and not take no for an answer in a bad way."
"Commercial buyers evaluate products primarily on needs first; certifications like Energy Star are bonuses."
"There’s a big problem with energy measurement — data isn’t standardized yet, but trends can still be spotted."
"I want Cisco to lead the industry in standardizing how energy measurement is done for products."
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