… From Biz2Biz NWA, April 2010
By Elise Mitchell / Mitchell Communications Group / Fayetteville
Throughout most of modern-day business, the color green has traditionally been associated with money and wealth. But in the 21st century, green is more commonly used in business circles to describe sustainable or environmentally conscious initiatives.
Some would say the two definitions are near opposites; but many are finding green can beget green, and an eco-friendly approach to business can actually help realize a number of cost-saving, revenue-generating and reputation-enhancing benefits.
Ultimately, companies are looking for ways to strike a balance between the need for bottom-line success and doing the right thing for the environment.
A strategic approach to the environment is one of the key elements of the Triple Bottom Line, a standard of excellence for measuring business performance which looks beyond just financial performance to include a company’s social and environmental performance.
Many companies are also addressing eco-concerns through a sound corporate social responsibility program that aligns with a company’s business practices. As energy and gas prices continue to rise and concerns about global warming escalate, the focus on environmental issues has become entrenched as a long-term priority with far-reaching impacts for both companies and consumers. Without question, today’s consumer has a heightened sense of awareness about all things green, and they expect business to be engaged in the discussion as well.
According to the 2007 Cone Environmental Survey, Americans not only have increased their concern about the environment as a personal issue, but they also want business to play a role in addressing environmental concerns.
Key findings of the survey include:
• 93% of Americans surveyed believe companies have a responsibility to help preserve the environment; and
• 91% have a more positive image of a company when it is environmentally responsible.
Forward-thinking companies of all sizes and across a wide range of industries have recognized the importance of assessing and managing their environmental impacts. But there are also many companies just beginning this process.
As more organizations place a greater emphasis on environmental practices, communicating about those activities with their stakeholders will become increasingly important.
Unfortunately, there is still a great deal of confusion about what to communicate and plenty of risks for not communicating effectively. Some companies are not sure what information is meaningful to share with stakeholders. Others are hesitant to communicate if they are in the early stages of environmental assessment and don’t have much of a story yet to tell.
On the other hand, some could be accused of overstating their activities and fall into the category of “greenwashing,” which is making an unsubstantiated claim about environmentally-friendly practices in order to profit or in some other way benefit. For fear of making that mistake or inviting increased scrutiny, others have simply chosen not to communicate at all.
Not communicating is not a good choice. Communicating effectively is the better path and is not as difficult as it may seem.
Elise S. Mitchell is President and CEO of Mitchell Communications Group, one of the most respected strategic integrated communications and organizational development firms in the region. She has more than 20 years of experience in the field of public relations, working on both the agency and corporate side of the business.
Discussion
No comments yet.