Here are 5 lessons on how to prioritise clean air in businesses

We often take clean air for granted in our daily lives — until, that is, we encounter the harsh reality of thick smog, where every breath becomes a struggle.

Poor air quality is a daily challenge for 99% of the global population of 8.1 billion people. It’s only when air quality reaches dangerously poor levels that we begin to consider the far-reaching impact of air pollution — on our environment, businesses, economies and health. Air pollution now causes roughly 7 million premature deaths every year, and accounts for $5.11 trillion in welfare losses every year. Clean air is the missing piece in the global environmental puzzle. It should be a priority for us all.

In today's world, nearly every business activity plays a significant role in contributing to air pollution, whether through operations, products or supply chains. Just 100 companies were responsible for 71% of the GHG emissions since 1988.

In India, businesses are the second largest source of Particulate Matter (PM) 2.5 emissions, with air pollution costing Indian businesses around $95 billion every year. These figures highlight the undeniable environmental and economic imperative for businesses to prioritize clean air.

Here are five ways businesses can prioritize clean air practices in their day-to-day working:

There is a clear business case for investing in clean air. Air pollution wipes billions from the economy every year (in the form of lost labour income) and undermines job performance by impairing the cognitive abilities of workers, resulting in reduced productivity. Sick leaves, some of which are associated with or exacerbated by air pollution, cost the economy $100 billion annually.

Beyond the financial impact, addressing air pollution can build consumer trust and loyalty, strengthening the value proposition of air-pollution-related investments. Today, 64% of consumers rank sustainability as a top-three purchasing consideration — a figure that is growing — while 54% of consumers are willing to pay a premium for sustainable products. This changing sentiment builds the businesses case for investing in clean air.

Incorporating clean air initiatives into ESG strategies is not only a smart business decision but also an ethical imperative. A growing number of investors globally are shifting their focus from strategies primarily driven by financial returns to ESG integration, visible through the surge in sustainable funds from $5 billion in 2018 to $2.5 trillion in mid-2022.

Addressing air pollution requires more than just reducing emissions; it demands proactive investment in cleaner, more sustainable technologies. But this costs money. Therefore, businesses should look at investing in forward-thinking strategies that embrace innovation and green trends, such as optimizing energy consumption, adopting renewable energy and sustainable transportation, as well as AI- and data-enabled environmental monitoring systems.

Prioritizing clean air not only benefits public health but can also positively influence brand value. This is particularly relevant for business-to-business companies like GEA, where solutions related to emissions control are a core part of the business. Efforts to reduce emissions, such as through advanced emissions control systems and carbon capture technologies for high-emission industries, have not only helped customers minimize their environmental impact but also reinforced GEA's reputation as a trusted partner in the global push for cleaner air.

While it may be challenging to directly attribute brand value increases solely to clean air initiatives, companies that integrate these efforts into their core strategy are likely to see a positive uplift in their overall brand reputation. Moreover, by collaborating with suppliers who share environmental goals, we create a more cohesive and sustainability-oriented supply chain. This collaborative approach strengthens and extends the impact of our clean air initiatives, making them more effective and far-reaching.

The most urgent recommendation for businesses looking to address air pollution is simple: start. However, it is important to recognize that this is a journey that requires time and commitment, especially for globally operating manufacturers. Companies need to establish methodologies, reporting systems and internal competencies across the entire value chain. Once these foundation elements are in place, companies will be better positioned to integrate steps to mitigate air pollution into their broader sustainability strategy and meet toughening air quality regulations and upcoming reporting requirements.

The Alliance for Clean Air formed to help companies understand how to measure air pollutant emissions, set mitigation actions, establish methodologies and identify relevant guidelines. A science-based guide helps companies navigate this space — especially those with complex supply chains. Many companies have found that a lot of the data required for the air pollution quantification is already collected to report on their GHG emissions, and have therefore achieved results at pace.

Despite air pollution’s severity, it often receives less attention than other environmental issues. This needs to change. Everyone — from individuals to businesses — can benefit from data-driven insights about air quality and minimize their footprint. Businesses, with their innovative capacity and far-reaching influence, have a crucial role to play in addressing this challenge. It is essential that more companies adopt a proactive mindset towards air quality, recognizing it both as a responsibility and an opportunity to create impact.

Since greenhouse gas emissions and air pollutants often originate from the same sources, addressing both simultaneously is beneficial. Through the Alliance for Clean Air, companies and other stakeholders are developing a comprehensive approach to measure air pollution across value chains alongside other emissions. The Alliance and its members are committed to finding solutions that address both challenges. This integrated approach enhances environmental performance while driving innovation and strengthening relationships with stakeholders.

By prioritizing clean air initiatives, companies can improve public health and our environment while opening up new market opportunities.