green business is good business md chamber of commerce business policy conference
TRANSCRIPT
Green Business is Good BusinessMD Chamber of Commerce Business Policy Conference
Triple Bottom Line: People, Planet, Profit
Why Market Your Sustainability Initiatives?
Benefits to the bottom line:
– Brand Building
– Business Development
– Employee Recruitment and Retention
– Investment Capital
Why: Brand Building
People want to do business with companies they like and perceive as holding values aligned with their own.
Why: Business Development
Over 71% of people say they avoid purchasing from companies with “bad” practices and 79% take corporate values into consideration when making their purchasing decisions.
Why: Employee Recruitment and Retention
• Stronger Employer Brand
• Employees want to work for companies that are considered good corporate citizens
Why: Investment Capital
Positioning your organization as holding sustainable values can help create an advantage when seeking funding.
How?
Corporate Strategies– Pro bono, community involvement
– Sustainable and fair practices, written policies
Marketing Communication Strategies– Certifications and trustmarks
– Traditional marketing
– PR and digital marketing
Sustainable Marketplace
Trustmarks
Certifications
Greenwashing
green*wash: (n) Disinformation disseminated by an organization so as to present an environmentally responsible public image. Environmental whitewash.
How to Avoid Greenwashing?
Good Company or Good Marketing?
– Be authentic and transparent
– Use clear and specific language
– Have a proof
– Walk the talk
What Can You Talk About?
Most common workplace practices:
– Company-wide recycling programs
– Telecommute/rideshare/bike-to-work practices
– Fair employment practices
– Renewable energy or carbon offsets
– Community involvement, corporate-nonprofit partnerships
– Green building/office space
Final Thoughts
• View each project or action through the green lens
• Humanize your effort – adopt a cause
• Work with your brand
Ida Cheinman, Principal, substance151
410 / 732-8379
[email protected] @substance151
www.substance151.com ../substance151