Today’s consumers are becoming more educated, and many companies are realizing there is a diminishing return in simple ‘green’ marketing.  The dramatic increase in global awareness has resulted in a significant shift in ‘green’ consumer expectations.  To manage one’s sustainability reputation in today’s social media environment, leading business sustainability minded organizations realize that actions speak louder than words.

A strong reputation is a critical component of every business, but it is especially important in driving consumer eco awareness of a specific product or service.  To build business and product reputation, a company should be able to demonstrate what they say they value.  In this light, a recent lesson learned by many organizations is the over-statement of company sustainability intentions and actions.

When communicating to the outside world, be aware that the audience is not privy to the same level of internal information and business action understanding.  Sometimes referred to as the “curse of information”, loosing site of this basic concept can get your organization into some undesirable conversations.  Here are a few rules of thumb to keep in mind:

Simple:

- Are you conveying your understanding of the big picture or specific action?

- Is the topic of your message a significant environmental or social achievement?

Creditable:

- Are other activities in your company consistent with this message?

- Have you engaged stakeholders and incorporated their feedback?

- Do you have data to back up your claim?

- Could your claim be supported by a third party?

- Is the message honest and not self-glorifying?

Concrete:

- Is the issue you are addressing material to your business?

- Have you invested significant resources?

- Did you spend more money on the activity than on communications?

- Have you already achieved the results in your claim?

Green consumers are seeking out companies that deliver on their expectations.  Effective and transparent communication is key.

In fact, the best practices of larger organizations can be applied to small businesses to deliver bottom line and environmental results.

As an example, HP is known as a consumer and vendor of paper.   Internally, HP executed six guiding principles including efficient use of raw materials, sustainable forestry practices, responsible and low-carbon production, and waste minimization.   The results?  HP diverted   91.3 percent of its waste in 2008 and the company’s non-hazardous waste reduction program helped the company avoid sending 83,866 tons of waste to landfill, which was primarily paper waste.   Technology Business Research says this strategy saved the company nearly $7.7 million from reusing items and avoiding landfill costs, and generated $2 million in revenue by selling material to recyclers.

How can a small business implement similar strategies in the business and generate similar results of cost savings, environmental impact reduction, and increased efficiency?

One approach to consider is Paper:

- How much paper do you use for events, trade shows, invoicing, literature, packaging, shipping materials?

- What about the kitchen areas and bathrooms?  Remember, it’s not just paper but paper products.

- Consult with people in other departments and get a clear picture of the paper they are using, where it is coming from, when they are using it, and how they are using it.

- You might want to talk to your purchasing department and learn more about how much you are spending on your paper products.

As a next step, take eco action and employ the sustainability concept of the 3 R’s: reduce, reuse, and recycle.

- Reduce your paper consumption by working with your purchasing department to reduce the amount of paper purchased and switch to buying  recycled paper (100% post consumable is best).

- Reuse paper by placing bins next to the copiers and printers for easy reuse of single sided scraped paper.

- Recycle paper that has been used.

Simultaneous with these efforts, consider the use of online document management systems for your documents.  Content management systems give you more than the environmental benefits of going paperless.  They offer the ability to manage different types of data: emails, contracts, logos, reports, forms, drawings, web pages, and blogs which contributes to improved efficiency, further cost reductions, and environmental gains.

Sustainable business strategies used by larger organizations are examples of best practices that can be utilized in small business to generate cost savings, reduced environmental impacts, and brand differentiation by going green.

Business leaders looking to bridge the gap from concept to action are invited to explore 5 business strategies designed to reduce emissions and boost productivity.

1.  Paperless management systems: The benefits of a paperless/ document management system include increased productivity, elimination of storage space, create the ability to work remotely, reduce expenses of sourcing and storage, and reduce environmental impact.

2.  Employee telecommuting and remote working reduces commuter traffic, reduces sick leave and absenteeism, decreases demand for, and cost of, work space or equipment at the office, and provides for uninterrupted public or customer service.  Telecommuters can continue to provide vital services or work on projects during inclement weather and even during natural disasters.

Interestingly, did you know that if 10% of the nation’s workforce telecommutes one day a week, we would avoid the frustration of driving 24.4 million miles, we’d breathe air with 12,963 tons less air pollution, and we’d conserve more than 1.2 million gallons of fuel each week?

3.  Co-working provides a gathering spot for individual entrepreneurs or employees from multiple companies sharing a common work space.  Basically, a bridged solution between traditional office locations and telecommuting, that also offers a unique option for those concerned about their employment carbon footprints.

4.  Bike commuting programs:

- Increase worker productivity: Fit employees are more alert, more productive, perform better and more efficiently.

- Improve employee health.

- Lower health care costs: healthier employees can reduce health insurance costs.

- Reduced carbon emissions.

- Reduce turnover: Employers who appreciate workers’ personal needs have less employee turnover.

There are benefits to the bike commuters as well.  Not only are employees expanding environmental awareness in the community and within the business, they are also elevating their moods, saving money, and improving well being.

5.  CRM and online invoice and billing applications for small businesses that boost productivity as well as reduce carbon emissions.

Have you ever noticed how the expression of a corporate mission differs from the high level vision to how it’s expressed within an organization?  It appears there is often a disconnect between a corporate sustainability plan and how that vision filters down to the day-to-day workings of the company’s employees.   The heart of this may lie in the misconceptions of executive management about true employee engagement.

In a recent report by Companies at a Crossroads, findings show there is a huge disconnect between executive beliefs and employee reality.  While 38% of chief executives felt levels of trust in their companies were high and that their staff was engaged, only 16% of managers had similar perception from the front line.

It is concerning that both perceptions were well below 50%, but even more surprising is that there is such a disconnect between executive belief and employee experience.  What chance do companies have to implement business sustainability programs with such a wide gap in leadership?  What can businesses do to bridge the gap?

Suggestions on how to close that gap include:

> Green teams: informal groups of people in a company organized around environmental issues and tasked with ways to promote business action in alignment with the corporate sustainability plan.

> Individual employee sustainability programs: personal employee commitments with the basic premise of translating corporate strategy into personal business sustainability action.

> Cross-Organizational Education: sponsor ongoing workshops, training, lunch and learns, and educational activities to educate both employees and management on the corporate programs and the individual efforts underway within the company.

Evidence has shown that stakeholder engagement, particularly employee engagement, is critical to a company’s ability to capitalize on internal eco awareness, innovation, and overall business sustainability.  Start building the bridge today between your corporate sustainability vision and employee action.

Solutions to complex problems can be sparked by unusual pairings.  Consider how you can grow your business by partnering with a nonprofit, NGO, or the like to not only address corporate social responsibility but also powerfully contribute to the improvement of community issues.

In a report by Forum for the Future, the authors discuss the hallmarks of sustainability leaders.  Specifically in the area of community relations, the report discusses some key business distinctions.

> Community activities have strong links to the core business, its brands and its products/services.

> The business measures the outcomes, rather than just inputs, of its community activities.

> A clear strategy at group level provides the framework for initiatives carried out at the local level through partnership with community groups, local businesses, regulators etc.

> Measures are in place to ensure initiatives add value both to the community and to the business.

> Initiatives are delivered via mixed investments of time, finance, knowledge and skills.

How can you grow your business through community building?  Match your company values with partnering organizations in the community.  Focus on:

> Shared interest

> Creating a win/win outcome

> Meeting commitments to the local community

> Delivering on social business targets

> Building local trust

> Improving stakeholder relations

> Developing a skilled local supplier base

These kinds of partnerships lead to beneficial back scratching -to affect change and get a better grounding for the corporate social responsibility programs and business sustainability strategies.  Organizations working together allow sustainability plans to synergize in a way neither organization can achieve on its own.

With unfulfilling commitments concluding in Copenhagen and follow-up conversations expected to continue into the immediate future, the world has become increasing aware of the impacts of global emissions have on climate change.  Despite varying views and beliefs, the long-term outcome of these discussions will almost certainly change the face business.

The rapid growth in global environmental awareness is not likely to bump the two primary objectives atop most corporate agendas.  Profitability and shareholder return still remain the ultimate drivers of business action; however, the growing understanding of business sustainability risk might be adding a new perspective for senior management.

Now more than ever many organizations are evaluating the cost and benefits of sustainable business changes.  By managing and planning a company’s operations to reduce environmental and social impacts, companies not only mitigate future risk but position their organization to capture opportunity going forward.

Although the potential cost of carbon is the most recognized risk, increasing demand for water resources is also a growing business risk.  According to a McKinsey report, ‘Charting our Water Future’, the demand for water resources is a growing business risk, a major economic threat, and a challenge for the sustainability of communities.

To unprepared organizations, the business risks of carbon, water, and climate change disclosure takes many forms:

•    Potential increase in operating cost

•    Potential increase in supply costs

•    Potential disruptions to supply or loss of supplier relationships

•    Potential loss of revenue or market share

•    Potential to business reputation

•    Potential inability to secure investment dollars or capital

Sustainable business action is no longer a slogan, marketing campaign, or a feel-good business activity.  Companies are beginning to see the true business risks and value opportunities of implementing corporate sustainability into their core business processes.   For your company, sustainability may provide you with a different perspective of the future.

Fair trade is a term used frequently in sustainable living circles but like many “green” words, there tends to be confusion as to its meaning.  Fair trade is a sustainability concept and is an alternative way of doing business – one that builds equitable, long-term partnerships between consumers in North America and producers in developing regions.

The word “fair” can mean a lot of different things to different people and there aremyths about what fair trade really is.  Fair Trade is about more than just paying a fair wage. It is also not charity. It means that trading partnerships are based on reciprocal benefits and mutual respect; that prices paid to producers reflect the work they do; that workers have the right to organize; that national health, safety, and wage laws are enforced; and that products are environmentally sustainable and conserve natural resources.

Components of Fair Trade include:

> Fair wage.
> Fair working conditions.
> Open information exchanges between producers, consumers, and companies.
> Long-term trade relationships between corporations and producers.
> Practices that promote environmental protection and sustainable practices.
> Elimination of unnecessary middlemen between producers and consumers.
> Providing financial and technical assistance to producers whenever possible.
> Providing equal opportunities for advancement all people.
> Being open to public accountability.
> Ensuring the rights of children.
> Cultivating environmental stewardship.
> Respecting cultural identity.

More importantly, fair trade is a sustainable business model that has multiple environmental and social impacts:

> Fair trade has a positive effect on the environment.
> It benefits farmers, farm lands, and the workers in developing countries.
> Provides consumers with options to purchase ethically sound and higher integrity products.
> Positive impact on communities (children’s school fees are paid; nutritional needs met; health care costs are covered; the poor, especially women, are empowered; the environmental impact of production, sourcing, and transport is mitigated to the fullest extent possible. Such an impact is created, because fair trade approaches development as a holistic process.)

With increasing eco awareness there are more opportunities for consumers to leverage purchasing power to support credible and sustainable businesses.

The easiest way to buy fair trade items is to look for the Fair Trade Certified label.  Another option is to explore the SocialYell site to identify and acknowledge businesses harnessing the economic, environmental, and social power of Fair Trade.

For more information on fair trade or where to find fair trade products in your area see Transfair, GreenAmerica and theFair Trade Federation.

Because most adults spend most of their waking hours at work, a sustainable working environment is critical.  The work site, organizational culture and working environment are powerful influences on behavior.   Wellness programs have been uses as instruments to address weight reduction, reduced stress levels, improved physical fitness, health, and well being.  They may include fitness, recreation, social activities and programs to enhance intellectual and spiritual development.

If you think about it, you can’t help but notice the link between wellness programs and business sustainability programs.  However, wellness programs have traditionally been an add on program offered to employees whereas, business sustainability, at its highest level, is executed and embedded in the core business operations.

Notice the benefits cited for wellness programs and see if these don’t ring true for corporate responsibility executed in the workplace.

-  Enhanced recruitment and retention of healthy employees
-  Reduced health care costs
-  Decreased rates of illness and injuries
-  Reduced employee absenteeism
-  Improved employee relations and morale
-  Increased productivity

Sustainable business strategies embedded in the core operations of a business captures the benefits a wellness program aims to make and more.

-  Improve Business Reputation
-  Create Brand Differentiation
-  Capture Industry Synergies with other Sustainable Businesses
-  Reduce Business Cost
-  Improve Employee Satisfaction and Retention
-  Lead Your Industry in Best Practices
-  Improved Stakeholder Engagement
-  Respond to Consumer Eco-Preferences
-  Proactive Measures regarding Environmental Legislation

Providing employees with wellness programs not only provides them a way to improve their health, but it also demonstrates corporate social responsibility.  Businesses taking it to the next step are integrating sustainability plans into the core business.

Take for example the benefits of a bike commuting program for business.  It qualifies as alternative transportation, a contributor to a wellness program and also reduces emissions addressed by a corporate sustainability plan.  There are benefits to the bike commuters as well.  Not only are employees expanding eco awareness in the community and within the business, they are also elevating their moods, saving money, and improving well being.  Explore the ways your organizations worksite wellness programs can extend your sustainability initiatives to provide greater value.

To begin, what is a carbon offset?  A carbon offset is a financial instrument aimed at a reduction in greenhouse gas emissions.   For instance, a carbon offset is used to balance out the emissions one cannot reduce by funding an emissions reducing project elsewhere.

It is not uncommon to consider carbon offsetting as a tool to live green, yet continue with unfavorable environmental habits.  Quite the contrary.

Offsetting is not a substitute for reducing or eliminating emissions or other environmental impacts. Nor should it be a mechanism that allows people to continue to indulge in destructive lifestyles.

Living green means applying sustainability concepts such as Reduce, Reuse, Recycle.  Carbon offsetting addresses the end of this series; whereas, the initial focus should be placed on reduction and new habits.  Ultimately, it’s best to first reduce emissions.  Developing new environmentally focused habits through a personal sustainability plan yields reductions in emissions.

There is a time and a place for carbon offsetting.

• - Offsetting can be a partial solution that complements other approaches
• - Offsetting can be seen as part of maintaining the balance of life
• - Carbon offsets offers a path to eco action and raises eco awareness
• - Offsetting schemes can be used as an interim measure until other solutions are developed – efficient emission-free fuels and renewable energy sources.

Offsetting has its role and a favorable one at that.  One to be considered as a responsible approach if other sustainability concepts are being addressed.   Singlehandedly, it may not be the best approach in a sustainable lifestyle.

In building corporate sustainability, it’s encouraged to have a comprehensive business sustainability program.  While that may be the preferred path, there are other steps you can take as well.

“Green Teams“, are formal or informal groups of people in a company who are passionate about environmental issues.  They are gathering in offices across America to brainstorm solutions and promote ways in which their company’s practices can become more environmentally sustainable.  Green teams, blessed with management’s approval can be effective in spearheading sustainability initiatives: reduce paper use, initiate or increase recycling programs, promote energy conservation efforts, and more, making a huge difference within a department or building.

Link eco awareness programs to existing company offerings, as in wellness programs.   Wellness programs have been uses as instruments to address weight reduction, reduced stress levels, improved physical fitness, health, and well being.  They may include fitness, recreation, social activities and programs to enhance intellectual and spiritual development.  Providing employees with wellness programs not only provides them a way to improve their health, but it also demonstrates corporate social responsibility.

Create individual employee sustainability programs: The basic premise of a personal sustainability program is to reduce your carbon footprint, lighten the load on the planet as well as reap the benefits of living a more sustainable lifestyle.    Eco actions taken in a personal sustainability plan can be anything from riding a bike to work or eating organic healthy meals or recycling.  It can also be about achieving a personal goal, sustaining it, and building from that platform.

Educate: Offer ongoing workshops, training, lunch and learns, and educational activities to educate workers on the environmental issues (energy, water, waste, and others) and the associated actions causing the problems.  Identify new behavior and eco actions that individually workers can take to create new patterns of behavior and choices that support environmental solutions and are aligned with the company’s overarching sustainability plan and values.   The key to success?  Education.  Ongoing education, and education targeted at different levels within the organization helps create lasting change.

Create a sustainable work environment: The benefits of a sustainable work environment include a healthier more sustainable workforce; a more productive workforce; attracts quality employees and helps to reduce turnover. It also reduces lost work time related to health issues.

These efforts enable proactive businesses leaders to capture the benefits of sustainable business: reduce business costs, improve business reputation, and attract and maintain top job candidates.

Stay tuned to SocialYell for more information on how to bring sustainability into your business and to find sustainable businesses.