why your business should get into it and what you can do · greenwashing fatigue . assessments...
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Why your business should get
into it and what you can do
Chris Lemoine
Washburn Communication
“Marketing”
“Green”
“Sustainability” “Triple bottom line.” Practices,
products, or services that contribute
to lasting, positive impact in three
areas: environmental, economic,
social.
Related to the environmental impact
of goods, services, activities, or
organizations
How your company talks about itself
in communications with employees,
customers, and business partners
Economic
Environmental
Social • Better preparation for shortages
• More equitable resource access
• Healthier environment
• Reduced impact
• Improved stewardship
• Climate change mitigation
• Time and money saved
• Process efficiencies
• Increased productivity
Sustainability
Environmental concerns are ubiquitous
Emotional benefits for people
Efficiencies and cost reductions
Creativity and goodwill
Environmental benefits
Building your brand
Increased customer readiness
Increased regulation and definition
Stronger convictions
Many good and bad examples
Greenwashing fatigue
Assessments
Inventory
Champions
Three parallel
activities
Sustainability initiatives by competitors and
companies in your industry
Formal or informal poll of employees,
customers, trading partners
Tracking your findings
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
Company reputation and expectations
Public conversations
Past track record
Possible conflicts
Regulation
Executives
Business groups
Enthusiasts Committed supporters with a lot of
energy
People from across the company’s
lines of business.
At least one C-level person should
be available to represent the effort
internally and externally.
Sustainability steering committee
Goals
Communications
Momentum
Four simultaneous
tracks
Message
Realistic
Meaningful
Meet triple bottom line criteria
Repeatable
Documented
Aligned with mission and brand
Relevant to employees, customers, partners
Concise and complete
Memorable and compelling
Versatile
Audiences:
• Employees
• Business customers
• Consumers
• Business partners
• Investors
• Analysts
• Nonprofits
• Community
• Media
Channels:
• Website
• Social media
• TV and radio
• PR
• Newsletters
• Events
• Volunteer work
• Extranet
Requirements
• Consistent
• Authentic
• Credible
• Flexible
• Efficient
• Affordable
• Repeatable
Offer involvement
Visibility
Expand
CC
Connect
• Customer advisory board
• Industry and green events
• Nonprofit sponsoring or spinoff
• Employees’ continuing education
• Support personal efforts by employees
and customers
• Network with peers
• Mentor individuals and organizations
• Share your experience and show leadership
• Update the brand
• Communicate tangible, meaningful results
• Other business groups
• New products or services
• Channel partners
Lies
Vague claims
Naiveté
Imagery
Jargon
“Save the planet”
“Environmentally sound”
“Sustainable”, “green”
“Certified sustainable”
Social media
News
FTC
Blogs
• New York Times: green.blogs.nytimes.com/
• Guardian: www.guardian.co.uk/environment
• www.environmentalleader.com
• LinkedIn groups
• makower.typepad.com/
• www.bestgreenblogs.com
• www.greenerworldmedia.com
• http://www.ftc.gov/bcp/grnrule/guides980427.htm
• http://www.ftc.gov/os/2010/10/101006greenguidesproposal.pdf
Nonprofits • www.thegreengrid.org
• www.nature.org
• www.apolloalliance.org
www.washburncommunication.com
www.washburncommunication.com/services/enviromarketing.html
Chris Lemoine
chris@washburncom.com
(425) 453-2501 x 115
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