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Using Sustainability to Build a
Generational Bridge
www.thinkpaydirt.com
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“The Band” -
Paydirt helps clients build practical
sustainability strategies that deliver
maximum benefit to both the environment
and their bottom line
Core Services:• Strategy Development
• Environmental Assessment
• Program Design and Implementation
• Strategic Communications
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Our Typical “Gigs”
Sample engagements include:• Environmental assessment of business operations and
facilities
• Life cycle assessment of products or services
• Greenhouse gas emission audit
• Performance measurement strategy and implementation
• Corporate Social Responsibility (CSR) reporting
• Internal and external communications strategy
• Employee engagement and mobilization
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Sustainability as
Rock Star Cause?
Green groupies
include celebrities,
musicians, actors,
professional athletes
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Sustainability as
Rock Star Cause?Generations X and Y are passionate green
advocates
Baby Boomers return to activist roots
Traditionalists value and practice ethics of
conservation and restraint
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The First Hurdle:
Defining Sustainability
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The Rock Star Definition
People, Planet and Profit
The Quadruple Bottom Line
The “Woodstock” Definition:
• Meeting the needs of the present without
compromising the needs of the future
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The Second Hurdle:
Making the Business Case
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Sustainability as Strategic
Imperative
Percentage of U.S. CEOs that believe that
sustainability is “vital” to profitability:
70 percent
Percentage of European business leaders that
believe that responsible business practices
allow companies to invigorate creativity and
learn about the marketplace:
80 percent
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Driving Change
Cost and efficiency
Regulation and compliance
Supply chain, investor and
consumer pressure
Competitive advantage
Talent recruitment and retention
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The “X Factor”
Quantitative v. qualitative
Brand equity
Morale
Percentage of Gen Y that say it’s very important to
work at a green-conscious company:
81%
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The Third Hurdle:
“On the Road”
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Planning the “Tour”
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Culture
Products & Services
Process
Incremental
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Engage your Biggest Fans
Employees are key
stakeholders in any CSR
program
Sustainability programs fail
without their understanding and
buy-in
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Engage your Biggest Fans
High performing CSR organizations
integrate and foster a culture of triple
bottom line sustainability throughout their
operations
Opportunity for cross-disciplinary and
intergenerational team-building
Reward and incentivize sustainable
decisions
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Igniting the Internal “Buzz”
Build excitement and
morale through:• Conservation programs
• Active environmental
improvement
• Issue support and advocacy
• Green events
• Corporate innovation
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Marketing your Green Gig
Consider all stakeholder interests
Avoid greenwashing AND greenmuting
Emphasize authenticity, transparency and measurable results
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Going for Platinum
Align with brand, mission
and goals
Improve company-wide
sustainability
Celebrate success
Strive for ongoing
improvement© 2009 Paydirt, LLC 18