BOOK REVIEW: GREEN TO GOLD

Green to Gold: How Smart Companies Use Environmental Strategy to Innovate, Create Value and Build Competitive Advantage

by Daniel C. Esty and Andrew S. Winston

"No executive can afford to ignore the Green Wave sweeping the business world. This book shows how to make sustainability a core element of strategy - and profit from it." ~ Chad Holliday, CEO, DuPont

Environmental issues are no longer just the concern of government, NGOs and eco-minded individuals. Societal knowledge, and awareness of these issues has led to an increase in corporate accountability. This book offers a structured guide on how to become a part of the Green Wave and achieve Eco-Advantage for your business. To do this, authors Esty and Winston provide examples of corporate losses and gains, strategies to achieve Eco-Advantage, and tools needed for eco-tracking, redesign and culture-building. This book builds an organized argument for the importance of proactive environmental planning and decision-making that even the most conservative, profit-minded businessman cannot refute. 

The argument begins with background case study examples from  Sony and BP to compare the downside costs and upside gains that can result from ignoring or managing for environmental risks. The authors then follow with background information on the top 10 environmental issues, important stakeholders, and the top 50 Green Wave corporations doing the best to address these issues. The book then addresses how to get started on obtaining your Eco-Advantage.

The authors offer an organized Eco-Advantage toolkit. This includes how to: cultivate an Eco-Advantage mindset; develop eco-tracking through AUDIO and Life Cycle Assessment tools; redesign and drive innovation; and create a business culture that incorporates Eco-Advantage decision-making as part of everyday actions. Their green-to-gold plays address eight important areas to help reduce downside costs and risks and maximize revenues and intangible gain. This includes managing for things such as eco-efficiency, eco-risk control, eco-sales and marketing, and intangible value. The book has a very positive outlook on the value of joining the Green Wave, but it does not ignore the fact that some environmental initiatives will fall short or fail. To address this the book explains thirteen actions that lead to failure along with solutions and tools to avoid them.

The examples and strategies in Green to Gold are best geared towards medium to large businesses or corporations, however, as the authors point out environmental accountability is also becoming more and more important for smaller businesses as well. This book offers an interesting read with numerous examples, summary tables, and key highlighted points that make the information and strategies very accessible and easy to follow. For this reason, SSC recommends this book to any business owner or manager concerned with their bottom line and how to deal with environmental issues that affect it. 

NEWS: Sports For Nature

What’s more fun than playing sports? Playing sports that raise money to protect our wildlife! This past April we joined seventeen other companies to sponsor an event called Tennis For Nature, a doubles benefit tournament held in Herndon, VA. Fifty-six players were cheered on by over 400 spectators to raise money for two environmental organizations: Defenders of Wildlife and Alaska Wilderness League. Winners were awarded trophies, a one-month membership to the Sport & Health Club, and most importantly, voted to split the funds raised 50/50 between the two organizations. In the end, the event raised a grand total of over $32,000! These funds will help to protect the gray wolf population of the Northern Rockies, support polar bears in Alaska, and improve and protect the habitat of gopher tortoises in Florida. Now, that’s an ACE for the environment!

NEWS: Women and the Environment

We're always intrigued by the interplay between social issues and environmental sustainability, and so we were especially interested in recent posts from Grist.org and Trendwatching.com about women, purchasing power, and the environment.

Consider these facts:

¨ Consulting firm A.T. Kearney estimates that women determine 80 percent of consumption, purchase 60 percent of all cars, and own 40 percent of all stocks.

¨ Women are up to 15 percent more likely than men to rate the environment a high priority.

¨ Women comprise up to two-thirds of voters who cast their ballots around environmental issues.

¨ Women are more likely than men to volunteer for and give money to environmental causes, especially related to public health.

¨ Women report both more support for environmental activists and more concern that government isn't doing enough.

¨ Women support increased government spending for the environment, while men favor spending cuts.

According to Grist (which sites all of the following survey data), polls also show that about 68 percent of American consumers have gone green, preferring health-conscious and environmentally responsible products. "Since 90 percent of women identify themselves as the primary shoppers for their households, and women sign 80 percent of all personal checks, it's safe to say that women are leading a quiet revolution in green consumerism."

What does this mean for you? If you employ women or sell to women (and we know you do!), then looking at ways to be more environmentally responsible can pay dividends—not just in reduced energy costs and less waste, but also in terms of improved customer loyalty, a strong reputation, and happier employees.

NEWS: In the War for Talent, Good Companies Finish First

The Good Search, a search practice that works to recruit for companies that attempt to be better businesses, recently released a survey about companies that are embracing social responsibility, and how employees feel about socially responsible companies. The survey results emphasize what Strategic Sustainability Consulting already preaches: social responsibility pays --in dividends.

Almost all respondents stated they would like to work for a successful company that was also “good.” About 92% stated they would trust a “good” employer, and would feel better and happier about themselves if they worked for a “good” company. However, only 36% of the respondents felt that they currently worked for a “good” company that had established corporate social responsibility reports. Furthermore, 9% felt that they worked for “bad” company with dubious ethics. Also, 91% believe that working for a “good” company reflects positively on them, as well as reinforces their ethical ideals. About 68% felt that having a “bad” company on their resume would reflect poorly on them and their careers.

A “good” company was defined by the following: Positive Work Environment (92% ), Family Friendly Benefits (73%), Profit-Sharing (67%), Superior Wages (59%), Superior Benefits (58%) and Wage Fairness (44%). Of the respondents, 44% wanted to work for an environmentally friendly company, and 37% wanted to work for a company that made socially responsible goods.

There is a growing population of workers who want to work for socially responsible companies. As the business environment shifts, the best way for companies to retain their employees, and attract qualified applicants, companies, if not already, should begin to focus on becoming more socially responsible.

EVENT: DC Workshop – Becoming a Sustainability Champion in Your Organization

We're delighted to announce that DC Net Impact is co-sponsoring this event, and will be raffling off 8 spots for this workshop series.

You care about the environment, social justice, and human rights. You recycle at home, make sure the lights are switched off at night, and take public transportation whenever possible. You avoid buying products from companies that contract from sweatshops, and even volunteer your time with a charity or two.

But what about at work?

You might not be in a position to dramatically change the direction of your organization, but you can have a positive influence on the environmental and social impact of day-to-day operations. That's where Strategic Sustainability Consulting can help. In this 4-week webinar series, you'll discover how to become a "sustainability champion" in your organization:

1. Learn how to bring your personal values to the office in a positive, energizing way
2. Convince your bosses that corporate social responsibility (CSR) is worthy of their time
3. Determine the most important and strategic areas for an initial CSR program
4. Implement a tracking program that truly measures progress towards sustainability
   

Each session is a 90-minute interactive workshop, where you'll gain a basic understanding of the topic, hear from an expert in the field, and have an opportunity to ask questions. These workshops are perfect for recent graduates and young professionals—those employees who have the passion, but not the decision-making authority, to tackle the challenges of organizational sustainability and corporate social responsibility.

Week 1 (March 6): Bringing Your Values to Work

Don't feel frustrated by the disparity between your personal values and your day-to-day workload! Very few of us actually have jobs where we're directly making the world a better place, but that doesn't mean you can't bring a spirit of positive social change to work with you each morning. We'll help you find a balance between your daily to-do list and the larger passions that motivate you to get up each morning.

Guest Speaker: Mary Guarino, Ph.D. is owner of StellarSelf, a personal coaching and wellness consulting practice focused on helping organizations that are dedicated to their employees’ well being, and helping individuals create more balanced, fulfilling lives.

Week 2 (March 13): Convincing Management That CSR Is Important

Unless you're in the top tier of management, it's unlikely that you can unilaterally introduce policies and programs to improve your organization's social and environmental impact. But by convincing your bosses that corporate social responsibility (CSR) is a good business investment, you can get the support you need to make some real changes. We'll show you how to make the business case for corporate social responsibility to your top management.

Week 3 (March 20): Building a CSR Program

Once you've gotten management buy-in, the next step is to start developing a corporate social responsibility (CSR) program. In this session, you'll learn how to conduct a "sustainability audit" to determine your organization's key social and environmental impacts, simple ways to start introducing CSR policies and programs, and low-cost strategies to energize your colleagues.

Week 4 (March 27): Tracking and Communicating Progress

A key part of any successful CSR program (no matter how small) is measuring and communicating your progress. Whether you're measuring pounds of recycled paper or hours of employee volunteerism, having hard data can make the difference between getting additional support (and recognition) and a sputtering enthusiasm. We'll show you how to set up your goals for maximum effect, what metrics to track, and easy ways to create internal and external CSR communications that inspire and energize stakeholders.

Date: Every Tuesday in March

Time: 12 p.m. – 1:30 p.m. EST

Location: CAAB Offices, 1801 K Street NW

Directions: 1 block from Farragut North—Red Line, 2 blocks from Farragut West—Orange/Blue Line

Cost: $250 (or $75 per individual session)*

Sign up at www.sustainabilityconsulting.com (click events)

* Ask your company if they will pay for these classes—it's part of your professional development, and by educating you on this important topic they will be helping themselves become more responsible corporate citizens!

** Also note: there is an online version of this event that happens the day after the in-person workshop. If you are able to attend some in person, but need to also attend some on the web, send us an email at info@sustainabilityconsulting.com and we can work out an arrangement.

EVENT: Webinar: Caring for Creation (Sustainability for Faith Communities)

Climate change, the conflict in Sudan, poverty—faith communities are increasingly turning their attention to "big" issues surrounding ecological stewardship, social justice, community service. But while most spiritual groups acknowledge the imperative to "care for creation", figuring out how to get started and how to maximize their group's effectiveness can be challenging.

SSC is pleased to offer Caring for Creation, an interactive "webinar" focusing on simple and cost-effective ways to help your faith community in its journey towards environmental and social responsibility. In this 90-minute presentation, you'll learn:

¨ Key social and environmental issues where faith communities can have an impact.

¨ Practical tips about choosing which issues to focus on.

¨ Suggestions for setting up volunteer programs for maximum long-term effectiveness.

¨ A list of SSC's favorite resources and relevant case studies.

Cost: $60

Register at: www.sustainabilityconsulting.com (click "Events")

Space is limited to 20 people to ensure an interactive experience where you can ask questions and get real answers, so reserve your space today. Once you've signed up, you'll receive an email with log-in and call-in details.

EVENT: Webinar - CSR 101 for Entrepreneurs

Today, nearly all big businesses have a public commitment to "corporate social responsibility" (CSR). Wal-Mart has announced sweeping environmental goals related to energy efficiency and "green" packaging. Hewlett Packard is opening training centers for small business owners to learn how to grow their businesses with technology. And Hain Celestial Group has started an initiative to better understand consumer’s community priorities and to develop “social purpose” programs.

Even though the business value of CSR has been well established, it's often overlooked by entrepreneurs with a new business idea. That's a grave mistake, because a strong CSR program can help you cut costs, enhance brand awareness, access new sources of venture capital, improve customer loyalty, and set your business apart from larger competitors.

That's why we're pleased to offer Corporate Social Responsibility 101 for Entrepreneurs, an interactive webinar about the opportunities and challenges associated with social and environmental responsibility for new business ideas. In an hour-and-a-half, we'll cover:

¨ A general overview of corporate social responsibility, and why it's valuable to entrepreneurs.

¨ Key CSR issues, including energy efficiency, labor standards, product safety, and corporate governance.

¨ Simple and low-cost ways to demonstrate your commitment to "good business ethics".

¨ Metrics to track your progress, and how to measure the value of your CSR programs.

¨ Ways to publicize your efforts to maximize the financial rewards of corporate citizenship.

The webinar is hosted by Jennifer K. Woofter, president of Strategic Sustainability Consulting (SSC), a Washington, D.C. based company that specializes in providing under-resourced organizations with the tools and expertise needed to manage their social and environmental impacts. Using a combination of traditional strategic planning techniques and cutting-edge sustainable development knowledge, we offer clients a highly customized approach to bridging the gap between values and performance.

Sign-Up at www.sustainabilityconsulting.com (click Events)

Space is limited to 20 people to ensure an interactive experience where you can ask questions and get real answers, so reserve your space today. Once you've signed up, you'll receive an email with log-in and call-in details.

RESOURCES: Keeping Your Employees Happy

A new Hudson Survey reveals that the age of your workforce has an impact on how to keep your employees happy. The results? Younger workers want more feedback from managers, greater access to management, and social interaction with their bosses than their older counterparts. They are also (not surprisingly!) more likely to appreciate email and instant message communications.

So as you start 2007, think about how your management style appeals to different generations, and how you might improve employee-management relations. And for a quick employee morale boost, check out this article on low-cost perks that will make your staff thrilled to call you their boss:

While large companies have long touted major corporate perks, including tuition payments and daycare on site, many smaller businesses are now providing plenty of attractive low-cost perks that are having some very positive results. If you're thinking of doing something more than giving your "Employee of the Month" the best parking space, here are 20 possibilities for you to consider.

Our favorites?

Work from home days—not only do they allow employees to catch up on work in a slipper-friendly atmosphere, it's also a great way to eliminate the environmental impacts of a long commute.

Community service days—make a difference in the local community and build a sense of teamwork.

Yoga classes—get centered, improve health and wellness, reduce stress…and get your butt out of that desk chair!

RESOURCE: The Benefits of Employee Volunteer Programs

Employee volunteer programs are a great way to boost employee morale and enhance your organization's reputation in the local community. Today, more than 90% of Fortune 500 companies have employee volunteer programs, and an increasing number of small and medium size businesses are discovering the myriad benefits that these initiatives can have.

So if you're thinking about developing an employee volunteer program, or want to make sure you're getting the most of your existing programs, consider the following:

Aligning volunteerism with your business mission.

There is absolutely no reason that employee volunteerism can't grow organically—driven by staff interests. And if you have employees asking for company support for a 5K charity run, a bake sale, or a clothing drive for the homeless, then go for it.

But if you're in the process of developing a volunteer program from the ground up, make sure the program is aligned with your business's mission. From a marketing standpoint, it's a smart decision—and it can give your employees a chance to use their business skills for good. For example:

¨ If you are a bank, set up an employee volunteer program where staff provide financial advice to low income women, or provide victims of domestic violence with advice on how to become financially self-sufficient.

¨ If you are a restaurant, consider ways to donate your left-over food to a homeless shelter. Or arrange to have employees deliver meals to families with a seriously-ill child in the hospital.

¨ If you are in a hi-tech firm, develop a mentoring program to encourage minorities to pursue engineering degrees. Talk to a local high school or community college and see if there are ways to match students with employees for short 2-4 week after-school projects.

Generating employee participation.

One thing that drives me crazy is companies who tout their great employee volunteer programs, but provide little incentive to those staff that choose to pursue volunteer opportunities. It's great when workers are willing to go the extra mile for a good cause, but companies—with very little effort—can make it easier to do the right thing. Try the following:

¨ Give employees paid time off to volunteer. Allowing employees to take an afternoon (or even a full day) every month to pursue volunteer activities is probably the most effective incentive to increase employee volunteerism.

¨ Recognize employee volunteerism with awards. A little recognition goes a long way, and publicly recognizing employees who contribute back to the local community is a great way to showcase their efforts. Make it part of your quarterly report to shareholders, or a component of your annual holiday party.

¨ Tie it in to job descriptions and performance reviews. Encourage staff to find creative ways to give back to the community by creating financial incentives. This not only demonstrates your commitment to employee volunteerism, but also makes it easier for workers on a tight budget to rationalize time away from the job pursuing volunteer opportunities.

Tracking your progress.

Last week the Corporate Community Involvement Summit, a coalition of nonprofit organizations, announced the development of standards for corporate volunteer reporting. These standards will help to track trends, benchmark programs, and encourage better practices in employee volunteer programs. The Corporate Volunteer Reporting Standards can be used to:

¨ Establish a common baseline for benchmarking;

¨ Encourage greater corporate community involvement;

¨ Enable consistent comparisons and common reporting;

¨ Elevate the internal dialog on employee volunteer programs to communicate more effectively the internal and external corporate benefits; and

¨ Facilitate the use of better employee volunteer program practices.

Want to learn more about setting up (or improving) your employee volunteer program? Email me at Jennifer@sustainabilityconsulting.com for a complimentary consultation!

RESOURCE: HIV in the Workplace

Yesterday's Washington Post article On the Job with HIV caught my eye. It's about Jennifer Munthali, who told her boss at Catholic Relief Services (CRS) that she was HIV positive in 2004, shortly after starting her new job there.

Her manager handled the news well. But neither he nor Munthali was sure what CRS's policy was on HIV treatment. She didn't know if her insurance at the Baltimore organization would cover her. And she didn't know what policy -- if any -- CRS had on HIV and AIDS treatment and support.

I wasn't really surprised to read about Munthali's story. My experience is that very few organizations have well-developed HIV/AIDS programs. But what most organizations don't know is that there is a GREAT resource available for free!

The CDC's Business Responds to AIDS website is chock full of helpful ideas to take your organization to the next level. Just on the front page are:

• All the resources your company needs to build a workplace program are in the Manager's Kit.
• The Labor Leader's Kit includes all the resources labor leaders need to build HIV/AIDS workplace programs.
• Is your workplace prepared to address HIV/AIDS-related issues? Use the new assessment tool to find out.
• Use the SHRM sample HIV/AIDS workplace policy as a resource for your workplace.

And if you need a little extra help in creating an HIV/AIDS program, give Strategic Sustainability Consulting a call! We can assist your organization in developing an HIV/AIDS policy, compiling information on your current health insurance policies, conducting employee and manager training, and maintaining an ongoing system of HIV/AIDS awareness building. Email me at Jennifer@sustainabilityconsulting.com for a complimentary consultation and we can talk about it!