Being Green in a Down Economy

By Wendy Baird



Last year at this time, it seemed everywhere you turned, "going green" was in the news. It was on the cover of more magazines than one can count and remains a regular feature or "department" in media outlets today. And while it may have taken a back seat to the economy in business news for the time being, the focus on corporate responsibility and accountability has not.

Aside from the obvious plus of "doing better for the next generation," having green and corporate social responsibility (CSR) programs can be a significant brand differentiator and important to the bottom line. Is it any coincidence that the best and most successful brands are also among the environmental leaders? Interbrand's 2008 "Best Global Brands" report noted the link: All of the top 10 (including Coca-Cola, Toyota, Intel, Disney and Google) spent more time than average addressing the sustainability issue.

Going green makes business sense. Customers admire green business practices and are demanding product innovation that will enhance their sustainability efforts; regulatory agents are requiring change; the community around you wants to know what you are doing to be a good business neighbor; and studies show that the next generation of employees are looking to a company's "green-ness" as a key factor in selecting an employer.

Being green can be cost-effective. Even at the most basic level, reducing, reusing and recycling frequently leads to savings. If you haven't started a formal CSR or environmental program, it may be time to start. Check with your industry associations for training and guidelines to set environmental policies. And look at the following four areas.

¥ Innovate. Learn about Leadership in Energy and Environmental Design (LEED), Environmental Protection Agency guidelines and other green initiatives appropriate to your industry. Think ahead of your competitors. What is the market demanding, and how can you be first with a new idea? Innovation always wins out, whether you're talking about green initiatives or surviving in a down economy.

¥ Look at efficiency. Reducing energy use and recycling in the office is a first step in starting a green program: Get the entire office in on it. Use energy efficient light bulbs, adjust thermostats and work toward a paperless workflow. Xerox has list of 20 tips on its site geared to small business on "How Saving the Environment Can Also Save You Money."

¥ Get your employees involved. Develop a green team; offer incentives. Whether these are for innovations in production or ideas to help the community, let your employees come up with ideas for you. Offer carpool incentives, sponsor green events in which employees can participate, set internal goals and celebrate when they are met. Coming together as a team toward a common good is a great way to boost morale.

¥ Communicate. Talk about it. Let the community know what you are doing. Sponsor local events. Write press releases about reducing pollution in your plant or waste in your office. Create a brief environmental and social responsibility report.

Keep in mind, it's very important to have carefully worded, authentic messaging in any press release or communication piece you create. Tell the truth about your efforts. Don't be reluctant to admit that you have work to do. Focus on what you are going to do differently to improve, and then be sure to do it.

Focusing on green efforts and creating trust between you and your employees, customers and community will be invaluable to your company for years to come.



Wendy Baird is president and co-owner of Insight180 (www.insight180.com), a brand consulting and design firm that helps companies differentiate themselves in the marketplace and specializes in corporate social responsibility and the green arenas. She may be reached at 410-203-0777 or wendy@insight180.com.