1. Awareness Phase
In the Awareness phase, the company is presented with an action plan, which includes specific recommendations, milestones, and timelines. The company reviews the plan, reflecting on its current capacity and goals, and provides feedback on any necessary adjustments to ensure alignment with their objectives.

2. Understanding Phase
During the Understanding phase, the company digs deeper into the actions required to meet its goals, identifying both the barriers to and benefits of making behavioral changes. The company also evaluates the gaps between its current state and its desired sustainability outcomes. At this stage, WAVES helps the company build internal sustainability capacity, considering factors such as company culture and existing
resources.

3. Relevance Phase
In the Relevance phase, the company begins to see the clear benefits of integrating sustainability compliance into its operations. It focuses on building internal skills and systems, helping the team gradually implement sustainability goals and create a management framework that supports these initiatives over time.

4. Differentiation Phase
As the company progresses, it reaches the Differentiation phase. Here, the company recognizes the tangible benefits of dedicating time and resources to sustainability compliance, such as improved market positioning, enhanced brand reputation, and a competitive edge in the industry. By actively pursuing sustainability, the company sets itself apart from competitors, positioning itself as a leader in its field.

5. Satisfaction Phase
In the Satisfaction phase, the company begins to see measurable results from its sustainability efforts. These include improved reputation, increased shareholder value, recognition for implementing ESG (Environmental, Social, and Governance) metrics, and benefits such as reduced employee turnover. As the company reports positive outcomes, it gains greater business opportunities and a stronger market presence.

6. Loyalty Phase
The final stage is Loyalty, where sustainability practices are fully integrated into the company’s management systems and culture. At this point, sustainability is no longer viewed as a compliance task, but as a core strategic element that drives long-term success. This integration leads to a stronger market position and greater share of the market, as the company embraces a new level of growth and resilience.