Why your business should get into it and what you can do. Chris Lemoine Washburn Communication

Transcription

1 Why your business should get into it and what you can do Chris Lemoine Washburn Communication

2 Marketing How your company talks about itself in communications with employees, customers, and business partners Green Related to the environmental impact of goods, services, activities, or organizations Sustainability Triple bottom line. Practices, products, or services that contribute to lasting, positive impact in three areas: environmental, economic, social.

3 Economic Time and money saved Process efficiencies Increased productivity Environmental Social Reduced impact Improved stewardship Climate change mitigation Better preparation for shortages More equitable resource access Healthier environment Sustainability

4 Environmental concerns are ubiquitous Building your brand Emotional benefits for people Efficiencies and cost reductions Creativity and goodwill Environmental benefits

5 Increased customer readiness Greenwashing fatigue Increased regulation and definition Stronger convictions Many good and bad examples

6 Assessments Three parallel activities Inventory Champions

7 Sustainability initiatives by competitors and companies in your industry Formal or informal poll of employees, customers, trading partners Tracking your findings

8 Possible starting points for a sustainability practice Current products or services with a green aspect Business travel, commuting, company fleet Electricity and lights Paper, printing, ink Heat and air conditioning Elevator, escalator, automatic doors Recycling and composting Reusable tableware and dishes Onsite evaluation by utilities Property owner s initiatives Company or employee participation in nonprofits

9 Company reputation and expectations Public conversations Past track record Possible conflicts Regulation

10 Executives Business groups At least one C-level person should be available to represent the effort internally and externally. People from across the company s lines of business. Enthusiasts Committed supporters with a lot of energy Sustainability steering committee

11 Goals Four simultaneous tracks Message Communications Momentum

12 Realistic Meaningful Meet triple bottom line criteria Repeatable Documented

13 Aligned with mission and brand Relevant to employees, customers, partners Concise and complete Memorable and compelling Versatile

14 Audiences: Employees Business customers Consumers Business partners Investors Analysts Nonprofits Community Media Requirements Consistent Authentic Credible Flexible Efficient Affordable Repeatable Channels: Website Social media TV and radio Print PR Newsletters Events Volunteer work Extranet

15 Offer involvement Visibility Expand Customer advisory board Industry and green events CC Nonprofit sponsoring or spinoff Employees continuing education Share your experience and show leadership Update the brand Communicate tangible, meaningful results Other business groups New products or services Channel partners Connect Support personal efforts by employees and customers Network with peers Mentor individuals and organizations

16 Lies Jargon Vague claims Naiveté Certified sustainable Sustainable, green Environmentally sound Save the planet Imagery

17 Social media Blogs News Nonprofits FTC LinkedIn groups Twitter Facebook makower.typepad.com/ New York Times: green.blogs.nytimes.com/ Guardian:

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23 Chris Lemoine (425) x 115