SHOOT FROM THE HIP

It seems like everyone is trying to green the world.  To be recognized as a green leader, a brand must do something novel and do it consistently. Comprehensive or simple, businesses and individuals shouldn’t be discouraged by the false perception that it must be an elaborate program.  Aligning one’s business model with appropriate sustainable efforts will benefit both the environment and the brand.

 
To create a green, or sustainable, program, identify the company’s core competency. Working with senior management including members of the risk management team, assess if there are ways to streamline people, processes and procedures (the 3 P’s).  Once this data has been collected, one should begin to look at the external resources that support a brand and it’s services/products.  

A retail company could reach out to manufacturers and distributors to find out how vendors can offset electricity generation with renewable energy credits.  If the business sells a service, an idea may be to donate a percentage of the revenue stream to local causes that help to renew and beautify the surrounding area.  The donation is a tax write-off that also carries marketing benefits.  A local hardware store can set-up an eco drop-off for products such as batteries and light bulbs.  Regardless of the contribution, be sure to involve local media.  Press coverage will more than offset the investment and continue to raise brand awareness.

Once all of the analysis has been done, calculate potential cost savings and efficiencies for the company BEFORE presenting ideas.  While most are familiar with global warming and the green trend, it’s important to recognize that some people will not be as aware, passionate or committed.  Therefore, emphasize the cost savings that a sustainability program could generate as well as the PR benefits so the decision-maker(s) can understand the program goals in case they are not green savvy.  

If creative, sincere and diligent, any company can deliver a successful green program that will benefit their company and their customers.