Sustainability Concepts

A business plan is a map that leads an organization on one of an endless number of possible journeys.  It provides a common understanding to internal stakeholders and is a communication tool to the external world of company’s values, goals, and business sustainability strategies.  So what is your plan saying and where will it ultimately take you?

In today’s complex economic climate, companies are redefining traditional business goals to include a broader definition of business sustainability.  Economic objectives are merging equally with environmental and social measures to deliver a more sustainable business future. 

Now is the perfect time to revisit your business plan and make changes for a new business environment.  As sustainability consultant to small and growing businesses, I advise my clients to develop a business plan with sustainability concepts in mind.

• Take the opportunity to change the direction of your company or tweak its current direction to capitalize on growing eco awareness.
• Build business sustainability into core processes to reduce cost, increase revenue, mitigate risk, and increase investment potential.
• Meet with employees, customer, suppliers, and inventors to align the business sustainability plan with align stakeholder concerns.
• Integrate sustainability into your supply chain.

Implementing business sustainability in today’s environment can be a delicate balance between planning for today and planning for the future.  While many organizations are taking more conservative action, our sustainability consulting finds leading companies are reevaluating and retooling for the future.  A business sustainability plan can be the framework that brings it all together.

Not all businesses and individuals are at the same level of sustainability understanding or implementation.  Whether your company is just becoming familiar with the concept of business sustainability or is sustainability leader in your industry, there are sustainable performance improvements that can help move your organization up the scale.

Companies often compromise by focusing on the short-term immediate gains at the expense to long-term value creation.  As a sustainability consultant we encourage clients to realize that the pursuit of business sustainability is a continuous long-term commitment - it's a journey, not a destination. 

Determining the criteria that will move you up the business sustainability scale, from where your company currently resides, is an important distinction. Breaking down a business sustainability plan into manageable steps will ensure that the approach is aligned in with your overall sustainability objectives.  At the same time, it will not overwhelm the business or your employees. 

Benchmarking where your business is on the green road map offers visibility to the eco actions to take and a means to measure and report on your progress.  Moving to ‘Business Sustainability Awareness’ includes:

•    Identify business sustainability potential.
•    Obtain leadership support.
•    Educate your stakeholders.
•    Set a vision for business sustainability.

The true value capture from business sustainability will come from the successful implementation of sustainability concepts and strategies.  Moving to ‘Business Sustainability Implementation’ includes:

•    Develop sustainability strategies linked to business drivers.
•    Clearly communicate an action plan.
•    Engage key stakeholders  in the sustainability plan.
•    Establish business sustainability policies and standards.

Managing a successful sustainability plan is a continuous process  that does not end with implementation.  Engaging with your stakeholders on the outside business world drives continuous improvement in the business.  Moving to ‘Business Sustainability Leadership’ includes:

•    Monitor and review successes and failures with stakeholders.
•    Capture and implement lessons learned.
•    Benchmark progress with industry and cross-industry sustainability leaders.

At Taiga Company, we recognize that each business is uniquely positioned somewhere along the sustainability scale.  Our  business resources work with clients to develop a successful sustainability plan that meets specific business needs- placing your business on the green road map.

Since the introduction of the concept of the triple bottom line, supporters and critics have debated the ability to link the environmental and social responsibility to business profitability.  Without a definitive financial incentive, companies have historically not been receptive to the idea of integrating sustainability concepts into core business practices.  However, recent trends tend to indicate that the business world may be changing their view.
 
Business sustainability is not exclusively environmentally focused. Business sustainability programs offer measures to save money and grow profitable businesses.  Integrating sustainability concepts into core business functions enables businesses to become more nimble in a fast-changing world.   Customers want it, it increases the bottom line, improves employee morale, reduce risks, and... It is good for the environment.
 
As evidenced in our business sustainability consulting, sustainable business leaders are evaluating new markets, new products, and are pursuing the most innovative people.  They are rethinking long-held strategic assumptions to challenge decades of conventional wisdom to drive organizational change  and innovation.  See if you know what they know about  business sustainability:
 
•    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
•    They know to act now, or get left behind…
 
At Taiga Company, our sustainability consulting practices assist clients to define business sustainability value drivers and integrate them into existing processes and evolving business models.

When we think of ‘green’ jobs, we often picture a new opportunity, which may require a new set of skills, or a new place of employment with a job title and description that "sounds" green.   This may lead us to believe that ‘green’ jobs are elsewhere - and definitely not our current job.  Frequently, in our sustainability consulting, we are asked, "How do I find a green job?"
 
Keep in mind, every job is a green job: it's all in how you do it.  Granted, there are designated "green" jobs out there.  However, if it is making an impact and making a difference that you are truly after, then transforming your current job into a green job is the ticket.
 
Whether led by a sustainability executive or traditional management, your role in a sustainable organization can have an impact. 
 
•    Supply Chain Professionals: these roles interface with the company’s supply chain and can implement new sources of supply or work with current suppliers to incorporate sustainability concepts that improve operations.  Procurement play a role in coordinating sustainable purchasing practices across various departments within the organization. 
 
•    Environmental, Health, and Safety Professionals: these roles interface with the company’s operations and establish and implement the company’s sustainability policies.  They can also function as a communication vehicle to the organization.
 
•    Sales and Marketing Professionals: these key roles interface with the company’s customers represent the face of business sustainability and communicate the organizations values and commitment to sustainability.  Sales and Marketing link consumer preferences for sustainable products with the offerings of the company.
 
•    Human Resource Professionals: these key roles interface have a key role to play to help a company achieve its Corporate Social Responsibility (CSR) objectives.  HR professionals are encouraged to check out the new book, CSR for HR by Elaine Cohen for sustainable impact within the organization.
 
At its essence, the desire for a green job is an opportunity for meaningful work.  Specifically, work that transforms our environment and gives back in a meaningful way.  It is the reward of expanding eco awareness through deliberate eco action that generates shifts in business and personal lives.  Follow your eco friendly passions and take on new and exciting opportunities as they become available. Watch your job transform into the sustainability role you have always wanted.        

As any small business owner will tell you, the challenges they face can be very different than larger companies.   Small businesses are often resource constrained and in some cases financially limited.  However when it comes to realizing immediate benefits from business sustainability implementation, small business may actually have an advantage over these large corporations. 

Many small businesses are now subscribing to the idea that they can save money, increase sales, and improve brand and company value by implementing social and environmental business sustainability practices.  As a sustainability consultant working directly with small business leaders, I have personally observed the ability of smaller organizations to quickly respond to changing market conditions to capitalize on opportunities and lower their risk.

In a recent conversation with a prospective client whose objective was to dramatically  change the way their company had been conducting business over the past few years, we discussed the distinct advantages present within a small business setting:

•    Greater flexibility to respond to market changes.
•    Reduced decision chains to accelerate approvals and business action.
•    Closer relations with business stakeholders to capture feedback and address concerns.
•    Greater speed to transform business sustainability resistance into organizational action.

In many cases, small businesses are taking the lead away from larger corporations.  These progressive organizations are creating their own business case for sustainability and defining specific opportunities for improvement.  By leveraging multifunctional resources and close working relationships as a distinct advantage, small businesses are quickly adapting and capitalizing on business sustainability value.

Our small business resources interact with small businesses seeking to build business sustainability plans and strategies to promote stability and growth.  We engage with key stakeholders through a variety of mediums to guide businesses to their unique links between defined sustainability concepts and their business value drivers to positively affect change in the workplace.

When you consider that just in the last few years the world has seen a dramatic increase in public eco awareness, specifically in ‘green’ consumer knowledge, it is no wonder why there have been so many changes on market shelves. 
 
At the PEW Center for Climate Change's Energy Efficiency Conference held in Chicago last April, one of the plenary session speakers stated a remarkable statistic.  Only 8% of what you DO is sustainable -- the other 92% is in the supply chain -- in other words, what you BUY. So in essence, your eco actions add up but the products you purchase really add up because of the cascade affect in a sustainable businesses supply chain.
 
The growing focus on Supply Chain Management (SCM) as a strategic function within the organization has proven to be opportunity to reduce cost and add value to the bottom line.  The recent emergence of sustainable supply chain management provides the opportunity to leverage this progress from an added perspective.  Mainstream thinking is just beginning to incorporate expanding eco awareness to include the role of social and environmental responsibility in supply chain value creation. 
 
However, in recent months, a number of corporate giants like IBM and P&G have announced new initiatives that pressure suppliers to do much more to measure and manage their environmental impacts. With water, carbon, and energy management becoming a critical sustainable business strategy to address internal and external supply issues, businesses addressing these areas are creating supply chain management alignment through increased eco awareness, cooperative business relationships, and applied sustainability concepts that can have immediate business impacts and reduce business sustainability risk. 
 
So, yes, buying green does make a difference.  As a consumer, you can vote with your dollar for sustainable change.

One approach to innovation is to wait for it to come to you.  Another approach is to seek it out.  Such is the case with sustainability.  Some get it.  Some don't.  What is it that the early adopters of business sustainability get that others are missing?
 
Specifically, leading organizations are finding ways to address current challenges and transform economic roadblocks into business sustainability opportunities.   How are they doing this?  Well, as we comment in our business sustainability programs, the universal concepts of business sustainability apply to all businesses, but how they are implemented in a specific business yield unique results.   Currently there are several trends continuing to create business and individual opportunity:
 
•    Sustainability is expanding business and entrepreneurship: Described as the next “gold rush”, sustainability is creating opportunity for new ventures and business expansion.
 
•    Creating an incentive for Innovation: Response to sustainability challenges/questions is sparking new ideas and technologies that are creating business opportunities.
 
•    Creating New Market: The exponential growth in consumer demands for more sustainable products is creating new markets for businesses.
 
•    Breaking Down Barriers: Corporate sustainability programs are refining supply chains.  New supplier criteria and qualifications are opening doors for new products and more sustainable companies that may not have access before.
 
•    Creating Jobs:  Corporate sustainability programs are redefining employee qualifications and creating new skill requirements and positions in business.
 
By recognizing and taking decisive action, small business and entrepreneurs are creating a competitive advantage over traditional competition.  Our sustainability consulting interfaces with businesses seeking to capture the value from business sustainability opportunities.  Do you get it?  Let us know!    

Is sustainable progress an absolute or relative measure?  Is it common or unique to a specific application or pursuit?

As a business sustainability consultant, I am forever engaged in the conversation of sustainable progress.  Whether discussing it in terms of environmental responsibility, social engagement, eco awareness, or business sustainability, the conversation as a whole has dramatically advanced over the past five years. 

But how do we know the steps taken are in the right direction…can sustainability be measured, evaluated, and compared?  What are the true measures of progress?

In a recent post, Sustainability Measures for a New Economy, we discuss the relative indicators of sustainable success.  With each business navigating the economic dynamics and shifting sustainable expectations in the marketplace, we find the definers of sustainable progress are relative and unique to the experiences of the individual businesses.  

Our professional consulting subscribes to the concept of unique measures and leverage Guy and Kibert’s suggested criteria for identifying business sustainability indicators:

•    Validity – do they measure something relevant?
•    Available and Timely – is the data available on a regular basis?
•    Responsive – do they respond quickly and measurable to change?
•    Representative – do they cover the important dimensions of the evaluation?
•    Flexible – will they be available in the future?
•    Proactive – do they act as a warning or a measure of current state?

By constantly searching for indicators, rather than measures, of success in our own pursuits, one moves away from comparisons that might deviate from unique and specific goals.   Our sustainability consulting helps clients identify specific indicators that define the successes in each individual business sustainability plan.

Sometimes when I talk about green living or a sustainable lifestyle to someone unfamiliar with environmental values, I get the "deer in the headlights" look.  You know, the eyes gloss over, there's a lost look in the face, and there's a gentle stare of confusion.  As a green living consultant, I view these moments as a gift in time to share the value of living a sustainable lifestyle for myself  -  with someone else.  
 
In my professional consulting, I've discovered the easiest way to promote a sustainable lifestyle to others is by sharing with friends, neighbors, and in the community.  Sharing is a genuine expression of the value found in the sustainability concepts that are embraced in your life.  It's easier for others to make the connection between the ideas of living green and how it's put into action when examples are shared. 
 
Following are suggestions mentioned in our eco friendly training to help get the conversation going.
 
•    Want to talk about the weather?  Grow that typical conversation about local weather patterns into an expanding discussion about climate change.  Take the lead and solicit opinions about global warming, pollution, emissions, or a host of other environmental issues and opportunities related to the weather.  Explore possible solutions and eco actions to take.
 
•    Want to talk about work?  Turn that uninspiring workplace problem into an exploration of business sustainability solutions.  Leverage those issues into a discussion of business innovation, operational efficiencies, or exciting new technologies.
 
•    Want to talk about family and children?  Explore conversations about green living, eco travel, or fun green activities for the kids.
 
•    Want to talk about projects around the house?  There is a number of topics to choose from, either though personal experience or thoughts of doing in the future.  As a starter, energy efficiency is always a conversation starter for home improvement projects and appliance upgrades.
 
Remember to share what you are doing and why you like taking those eco actions.  If it feels good to preserve natural resources, say so.  Are you saving money? Say that too!  We all have different motivations and your sharing of your sustainable lifestyle may very well inspire your friends, neighbors, and family members to discover the value in green living for them. 

With an extremely wide range of perspectives and view points of the world, it might seem crazy to think a common definition or framework of ‘sustainability’ could ever be defined.  Add to that, personal beliefs and business operating philosophies, and the conversation continues to expand.   However, our sustainability consulting believes that the point of convergence in the personal and business sustainability conversation begins and ends with value. 

From a business context, the realities of increased business risk, increased cost or the loss of revenue, often narrows the discussion of business sustainability pursuits.  When sustainability concepts are directly applied to specific areas of concern in current business processes and practices, the value of sustainable action is then seen in tangible results. 

The ability to transcend lagging business sustainability measures to a pursued value can often differentiate an innovative organization from the rest of the pack.  This forward looking definition of value can:

•    Define the company as a sustainable and profitable business.
•    Define the company as a sought after business partner.
•    Define the company as a stable investment opportunity.
•    Define the company in the marketplace as a technological or business sustainability thought leader.
•    Define the company as an adaptive organization and a facilitator of business sustainability change.

By taking proactive measures, companies like Wal-Mart and IBM are already addressing the future business sustainability risks and market changes that will directly impact business profitability.  But, what can small businesses do without the broad based supplier relationships of the larger organizations? 

Most of the companies we work within our sustainability consulting practice represent the larger population of businesses that lack the supply chain stroke of a large buyer like Wal-Mart.  Without this tremendous influence to modify supplier behavior through pure necessity, we find many businesses have to bring their supplier stakeholders to the table before setting supplier guidelines and procurement policy.  The trick to getting all parties on board? Creating mutual value.  

Have you ever had a brilliant idea lose its luster over time?  Ever asked, "Why wasn’t the idea by itself enough?  What was missing? What could I have done differently?"  Taking appropriate action may be missing.  From a sustainable business context, transforming your business sustainability mindset could be the key.

Finding yourself on a path leading in the wrong direction can be a scary proposition.  Sometimes  that can be attributed to shifting expectations or market changes, but our business sustainability consulting finds the more common culprit stems from a lack of planned eco action and participation in expanding  on the original thought. 

It's not uncommon for businesses leaders to regularly hang their hat on an idea or concept and then fail to engage and nurture a great idea along the way.   Or, an over commitment or attachment to simply make the ‘ship sail or plane fly’ can be detrimental to an unengaged organization.

As our sustainability consulting constantly reminds clients, business models and sustainability strategies can become stagnate.  Companies slow to take action to respond to change or take continuous steps towards improvement often find themselves out-of-touch with both their internal and external stakeholders.

Without feedback, a business sustainability plan can quickly loose favor with stakeholders and ultimately steer off course.  A business sustainability model of the future needs to be more dynamic than ever.  By referencing ongoing touch points, businesses create a dynamic  work-plan with periodic checks with engaged resources. 

•    What are the current and future dynamics in the market that could affect long-term business profitability?

•    What business risk might the company be incurring on the current course of action?

•    What opportunities might the company missing out on now and in the future?

Sustainable leaders of today are anticipating and taking proactive steps to address change in the business world.  Our sustainability consulting encourages clients to create a competitive advantage by building sustainability concepts and continuous improvement directly into the company’s business model to nurture those great ideas in to sustainable action. 

Water, carbon, and energy management is becoming a critical sustainable business strategy to address internal and external supply issues.  Creating supply chain management alignment through increased eco awareness, cooperative business relationships, and applied sustainability concepts can have immediate business impacts and reduce business sustainability risk.  As a result of the business environment rapidly changing, companies not only have to react but also lead by example.
 
But what does leading by example really mean?  From a sustainable business context, proactive businesses like IBM, Walmart, Timberland are applauded by incorporating sustainable business strategies in core operations.   For instance, "Walmart and other major retail and industry giants are driving upstream and downstream performance based changes, designed to reduce suppliers environmental footprints and focused on several key areas:  energy management, fuel cost containment, carbon emissions, water use and waste generation. " That would be the most common example of "lead by example." 
 
But what about the reactors to these strategies?  Are they not leading by example as well?  Considering the larger scope of the business world is without sustainable business strategies or even perhaps an awareness of sustainability, is it possible the suppliers in these supply chains, while reacting to the initiatives of the broader business sustainability initiatives are in fact, leading by example as well?  "Now to that you may say that suppliers are goaded, cajoled, forced, strongly encouraged, or perhaps threatened to comply, or else risk losing millions in contracts."  Quite the contrary, "with the likes of Miller, IBM, Hewlett Packard and others continues to be more of the carrot and less of the stick- more collaboration and performance based incentives coupled with onsite verification- that’s all good because it encourages accountability."
 
Both roles serve a purpose and synergistically perpetuate the proverbial green ball rolling.  What does make a difference? If you’re not on the playing field. As they say, you have to play to win.

When you look back, what will be the defining moment in your company’s history?  Will it be a point of inspired action that lead to success or will it be a look back at a missed opportunity?  Chances are that this turning pint will come down to a definable and distinct moment of clarity and a simple decision to do something different. 

Exploring past choices and discussing resulting outcomes with business leaders, our professional consulting finds inaction is most often the greatest point of regret when business leaders look back on past business choices.  However, we still find many organizations in the current economic climate businesses are still ‘inactively’ waiting to see what is going to happen next rather than taking business sustainability ‘action’ now.
 
With more companies beginning to evaluate profitability and business sustainability as a similar pursuit,  the sustainability value proposition is becoming more defined.  Over the last few years, we have seen a noticeable step-change in the clarity of sustainability concepts and a resulting refinement of understanding within the business world.  In particular, our personal and professional consulting has witnessed a significant shift in the knowledge of our own client base as well as the general public’s expectations of corporate action. 

•    Is your business ready? 
•    Will you be on the front or trailing end in your industry?
•    Could you transform the future of your company with immediate action?

By leading the business sustainability conversation and facilitating alignment with business partners, an organization is setting itself up for business sustainability success.  At Taiga Company, our professional consulting encourages business leaders to take an internal approach to sustainability.  We help build focused business sustainability programs that define internal sustainability values in conjunction with key business stakeholder interests.  

For many businesses, it is that time of year when businesses are beginning their budget planning for the coming year.  Companies, large and small, are laying out budgets, strategies and work plans that they feel will help their businesses prosper in 2011.   Generally, most companies aspire to grow in size and increase profitability each year.  In some cases, through divestitures or restructuring, a company may also choose to decrease in size based on its annual business strategies.  In both cases, financial success is not exclusively evaluated, internally or externally, based upon an absolute comparison to the previous year’s results.  Like these financial measures, shouldn’t business sustainability targets be evaluated in the context of business growth?
 
The post, Choose the Right Flavor: Ice-Cream, Sustainability & Business Innovation, the author and green supply chain expert, Dave Meyer, equates choosing your flavor of ice cream to choosing your brand of business sustainability.   In a nutshell, act on what inspires your organization to get the proverbial sustainability ball rolling.  Specifically applied to small businesses owners concerned about resource constraints (falsely) associated with implementing sustainable business strategies, it's about taking it bit by bit but incorporating environmental and social awareness as both short and long term planning.  "The “look” and “feel” of sustainability then, depends on the level of enlightenment that a company has, the desired “end state” and on the depth of its resources to execute the change (see Joel Makower’s recent post in Two Steps Forward)."
 
For larger organizations, how does planning factor into the 2011 budget?  "One way is through a systematic framework like an ISO 14001-based Environmental Management System (EMS).  While ‘sustainability’ is a guiding principle to keep organizations on track as an EMS is executed, an EMS is the framework – a set of processes and tools for effective mission accomplishment".
 
Our business sustainability consulting experience at Taiga Company has shown that each business has its own focus and value drivers, which give a company a unique view of sustainability.  Our sustainability consulting practice works with clients to build a focused business sustainability plan and sustainability concepts into a company’s long-range business objectives.  We work with business leaders, work groups, and stakeholders to recognize the importance of business sustainability as a critical value component of company growth and success.  Contact us to include sustainability programs in your 2011 budget planning. 

Ralph Waldo Emerson said, "Good thoughts are no better than good dreams, unless they be executed". Translated into today's language that equates to actions speak louder than words.  Translate again to sustainability language, and eco actions speak louder than eco speak.
 
So, how do you walk your green talk?  Misconceptions encountered in our eco friendly consulting illustrate that people falsely believe that a sustainable lifestyle is an all or nothing approach.  The truth of the matter is that you do not have to live a 100% sustainable lifestyle to make a significant difference.
 
Consider a growing movement of buying local food.  While buying local is a sustainability concept, to some, that isn't even factored into their decision process.  They just want to support local businesses.  However, buying local extends beyond that of food purchases.  Purchasing locally made products also supports sustainable businesses in our communities.  Consider the additional benefits to buying local. 

• Local businesses produce more income, jobs, and tax receipts for local communities. 
• For every $100 you spend at one of our local businesses, $68 will stay in the community.
• Local businesses are more likely to utilize local ads, banks and other services.
• Local businesses donate more money to nonprofits and are more accountable to their local communities.
• Supporting local businesses preserves the economic diversity of our communities and the unique character of our neighborhoods.
• Supporting local businesses is good for the environment, because it cuts down on fuel consumption.

 
As you can see, living a sustainable lifestyle doesn't mean you have to have an all or nothing approach; you can select the sustainability concepts that resonate the most with you and walk your green talk that way. 

The increasing speed and access to information has led companies to reevaluate the traditional relationships with stakeholders, including stockholders and investors.  We find these primarily financially-driven interests groups are becoming increasingly concerned with authentic, transparent, two-way communication that describes the health and business sustainability risk exposure of the organizations in which they are invested.  

This leads us to ask the question: Is your business authentically and effectively communicating its sustainable business strategy or risk exposure to stakeholders? 

In these economic times, investment dollars are less available than they were just a few years ago.  Our sustainability consulting is frequently involved in discussions with clients and peers concerned with start-up and business sustainability project funding options and financing qualifications.  Although ‘green’ is a hot new business opportunity, investors still seek assurances of business stability though clear communication and transparency.

Evidence has shown that stakeholder engagement is critical to a company’s ability to capitalize on its eco awareness, product stewardship, reputation, and overall business sustainability.  While often reduced to environmental and social responsibility, business sustainability is really about taking action to maintain the on-going health and profitability of a company.  

By regularly reevaluating and communicating new business models, strategies, business sustainability programs and applied sustainability concepts, sustainable organizations are able to respond to the critical questions now affecting long-term financial stability.  Taiga Company’s professional consulting can guide your business through the process, media formats, and tools to identify and extract the most value from its direct and indirect relationships.

Sometimes, corporate sustainability is like playing telephone.  Witnessed from a high level, a company's corporate sustainability plan may embrace all the right frameworks, include the buzz words, and authentically and credibly, embrace sustainability initiatives.  However, witnessed from the employee level, all that jargon and vision may be lost. 
 
While there may be a disconnect  between a corporate sustainability plan and the practical application in an employee's day to day activities, perhaps energy efficiency measures is one way to connect the two while simultaneously improving productivity by creating meaningful work. 
 
Employee engagement is an effective, but possibly underutilized strategy for improving energy efficiency.  In fact, energy efficiency can be a gateway to wider business innovation and engage stakeholders in broader process evaluations.  Suggestions made in our eco friendly training include:

• First establishing a baseline of consumption for benchmarking efforts.
• Create an energy policy for the business.  Using your consumption information, you may want to identify areas of improvement.  
• Implement behavior and usage modifications. 
• Measure and monitor your progress.
• Communicate your success and appreciation to employees for taking eco action.

 
Tying corporate sustainability initiatives to day to day processes makes CSR more personable to an employee and helps employees to identify their role in corporate responsibility.  Additionally, energy efficient  programs educate and inform workers of best practices in reducing energy consumption that can be applied at home and in the community expanding eco awareness and sustainability concepts from the workplace into the community for even greater energy savings.

As consumers increasingly scrutinize business actions on climate change, they want to see transparent, more credible information on what companies are doing to reduce their environmental impact. Labeling a product or service with "eco awareness" just doesn't cut it.  Research shows that 70% of consumers do not feel confident that they can clearly identify which companies are environmentally responsible. Six in ten consumers (59%) are skeptical about the environmental claims companies make, and 44% of consumers would like more information on what companies are actually doing to be environmentally responsible. 
 
As a professional consultant in the role of building business sustainability, this information is viewed as an indicator of the impact of consumer perception on corporate reality. If consumers don't know about corporations' sustainability initiatives, those efforts will not be fully realized.  
 
But, as I've blogged previously, Sustainability is Two Sides of the Same Coin.  Just as much as businesses are responsible for communicating a clear and authentic message regarding their green products and services, consumers are becoming equally responsible by leveraging their financial dollar to support credible and sustainable businesses. 
 
With the green landscape continually evolving and eco label guidelines lacking in universal application, how does both a business and a consumer evaluate and distinguish true sustainable business claims?   A few stress tests of business sustainability claims might include:
 

• Is the topic of the green message a significant environmental achievement?
• Has the product/ business already achieved the results of the claim?
• Are other activities in the business/ product/ service consistent with the sustainable business message?
• What do stakeholders have to say about this product or company?
• Is the green claim supported by a credible third party?
• Is data available to back up the claim?
• Is the message honest and not self-glorifying?

 
Our sustainability consulting focuses on the propagation of clear information and reporting  on sustainable actions.  We encourage business to recognize the value in providing transparency into the implementation of sustainability concepts into their core business functions as well as encouraging educating consumers in the green landscape. 

Is your company over thinking and under resourcing its business sustainability strategy?  Are your internal resources actively engaged in the company’s business sustainability direction?  The answers to these questions may prove critical to your business sustainability success.

In our sustainability consulting, we find many companies become stuck in the business sustainability implementation process somewhere between concept and implementation.  While armed with great ideas and intentions, the organization often becomes bogged down with the complexities of ‘actionable’ next steps. 

Employees are said to be the pivot point in a company’s ultimate success or failure.  The ability to leverage top talent can therefore be a key differentiator in both short and long-term business sustainability.  

While employee engagement may seem easy, it is often the most difficult yet critical component of successful change management.  As a result, companies often get off on the path of implementation before their employees have an opportunity to engage. 

In a recent post, Tips to Facilitate Sustainable Change, we discussed the difference between selling change and engaging people in the process. Through active engagement in the change management process, companies are aligning business sustainability with the needs of their employees.  Leading organizations are taking specific action to:

•    Incorporate sustainability concepts into employee development.

•    Promote employee discussion of business sustainability opportunities.

•    Encourage feedback from stakeholders about change management processes.

Today’s sustainable organizations understand the value in managing their key business relationships.  They realize that a quality workforce, aligned with the goals of the organization, is essential to business sustainability. 

How does your business view the current economic, political, and socially conscious business environment?  Are you taking advantage of the sustainable business strategies available to your business to increase productivity as well as stay a step ahead in the business sustainability conversation?
 
For many business executive searching for answers, now may the perfect time to revisit traditional business plans and strategies.  Our professional consulting finds progressive companies are considering changes that more accurately reflect current business sustainability risks and opportunities.
 
A business sustainability plan can be a road map for a company to truly differentiate itself in an increasingly competitive and consumer conscious market.  It is also an opportunity to communicate to stakeholders and the broader business world that the company is headed in a positive direction, responsive to change, and committed to addressing current expectations. 
 
As a sustainability consultant to small and growing businesses, we advise our clients to continuously review their business plans, keeping stakeholder expectations and sustainability concepts in mind.  Businesses looking to reduce cost and integrate sustainability concepts in business operations are looking to commuting alternatives to do the trick.
 
Telecommuting is working from a remote location (generally ones home workstation) using computers and telephones rather than commuting via automobile or other mode of transportation to and from an employer's work site to perform equivalent work. 
 
A second option: coworking.  Coworking is a gathering spot for individual entrepreneurs or employees from multiple companies sharing a common work space.  Coworking works in a variety of ways with facilities offering a personal desk or workstation for a few hundred dollars a month.  Not only do you get a place to sit, but also a range of business services and equipment at your disposal, including fax machines, photocopiers, printers, and wi-fi Internet access.   In addition, many coworking facilities provide free coffee and snacks, lectures and workshops, and group activities. Some have conference rooms available, phone and receptionist service, mail delivery, and other amenities more typical of an office suite.
 
A personal favorite: bike commuting.  Two recent post offer ideas to embark on a successful bike commuting  program.   Top 10 Benefits of Bicycle Commuting Programs for Businesses, explores bike commuting benefits to employers while the post, 10 Reasons to Bike Commute to Work, gives employees ideas and inspiration to ride to work. 
 
As explained in our business sustainability programs, the benefits of alternative transportation include:
 
•    Conserving Energy.
•    Preserving the Environment.
•    Improving Worker and Public Safety.
•    Reduced commuter traffic which also reduces toxic gases and dust particles spewed into our atmosphere as well as chemicals washed into our waterways, wells, and rivers.
•    Reduce parking cost.
•    Reduced carbon emissions.
•    Reduce turnover: Employers who appreciate workers' personal needs have less employee turnover.
 
Exploring alternative transportation for workers can result in reduced cost for the business but also positive gains for the environment.   Our sustainability consulting works with clients to define business sustainability value drivers and integrate them into existing processes and evolving business models.  Need help getting started?  Contact us today.