Telling your Green Story for Sustainability Success
Communication is key to a successful sustainability strategy. "Know it, Be it, Tell it" is the mantra of an effective green story.
On Earth Day each year people all across our country celebrate our planet earth. The hope is that it will bring awareness and action to the importance of taking care of our planet - today, and throughout the year. Today is easy to be GREEN because everyone is doing it; the hard part is keeping the momentum going throughout the year.
For organizations that have implemented sustainability as part of their business strategy, it is important that these goals and objectives be adopted by those within the organization.
Communicating your Sustainability Strategy
A clear understanding of why the organization has implemented these sustainability initiatives must be communicated throughout the organization.
Words must be put into action.
Employees must understand how they can support these programs. They need clear expectations, and an opportunity to make suggestions and give feedback. This will create a culture where GREEN will be second nature to them.
There must be a leadership team put in place to champion, monitor and respond to feedback.
THE STEPS TO TELLING YOUR GREEN STORY
KNOW WHY SUSTAINABILITY IS IMPORTANT
Enhanced Brand
Employee Attraction / Retention
Cost Savings (Energy, Human Resources, etc.)
Risk Mitigation
Regulatory Compliance
Case Studies - Unilever's sustainability program saves $395M since 2008 , Five Ways to Convince Your CFO that Sustainability Pays
KNOW WHAT YOU CAN DO TO PUT GREEN INTO ACTION
Carbon Footprint reduction strategy - such as Niagara Sustainability Initiative 's Carbon Project
Employee Programs - such as recycling programs, incentives to ride your bicycle/walk/carpool to work, health programs
Community Projects - such as employee volunteering for clean up day/community garden , donate to a food bank / housing project, etc
KNOW WHO PLAYS A ROLE IN YOUR GREEN STORY
There are writers & directors - organization leaders, managers, regulatory bodies
There are players - everyone within the organization, suppliers, etc.
There are broadcasters - media, PR & marketing department, employees (your best ambassadors)
There are the stage hands - those who have a supporting role to help you in your efforts
KNOW HOW TO TELL YOUR STORY FOR THE GREATEST IMPACT
Do the unexpected - Be awesome
Get to the point - keep it simple and succinct
Emotions - when it gets to the heart of the reader, it will be remembered...you will be remembered
Timely
Relevant
Truthful - no green-washing allowed
IS SUSTAINABILITY IMPORTANT TO YOUR ORGANIZATION?
If you are interested in a workshop on communicating sustainability for your company or organization, please contact me for more information.
