Creating Value Through Corporate Sustainability Programs

By Heather C. Conover
Conover + Company Communications

Corporate sustainability programs are becoming highly successful marketing tools for businesses that understand how they fit into the company’s overall business plan. Programs that address current and future needs of stakeholders and the environment can enhance a company’s reputation; help recruit, motivate and retain employees; increase shareholder value; establish a strong market position; and more. As global warming and other environmental issues take center stage, companies that include environmental management practices and efficient use of natural resources in their corporate responsibility programs will be better aligned with their stakeholders, both now and in the future.

Recent surveys indicate that many consumers are basing purchasing decisions on environmental responsibility. With the public willing to take a more active role in protecting the environment, companies not only need to become environmentally responsible, they also need to let the public know what they are doing. Environmental responsibility covers a broad range of initiatives that protect our natural resources and the health of the ecosystem. Companies can choose to take direct action, align themselves with larger issues or projects, or both.

Taking direct action involves finding ways to improve operations by implementing energy conservation, green building, and other energy and environmental programs. Getting managers and staff involved in finding ways to reduce waste and pollution, start recycling programs, and implement other green initiatives will not only help the environment, but will also help control costs and improve both staff morale and community relations.

Aligning or partnering with larger environmental causes or initiatives will also demonstrate a commitment to protecting the environment. Many cities and towns have environmental committees or groups that educate the public and find ways for the community to become more energy efficient and environmentally responsible. Companies can get involved in these initiatives through volunteerism, financial support, or by helping to develop a campaign that engages the entire community – from school children to other businesses to seniors.

Whether taking direct action, partnering with others, or both, it is important to create awareness of your efforts. Corporate sustainability reporting, news releases about energy efficient initiatives, information on your web site describing how you are reducing your company’s carbon footprint, updates in newsletters and links to useful articles and web sites are all ways to let your target audiences know that you are a good corporate citizen doing your part to protect the natural environment.

Fall 2007 -Volume 17, Number 4

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