Making money is no mean feat. So, how about making money and maintaining environmentally conscious business operations? With both the public and many employees in a green state of mind, companies have their work cut out for them, according to the 2008 Corporate Sustainability Study from Fresh Marketing. Here are some of the key findings:
• Corporate leaders confronted by peak oil costs and rising environmental and social concerns have an ally in their employees, Fresh Marketing found, if they can just figure out how to help those employees harness their concerns for the brand's benefit. Most employees have embraced the principles of corporate social responsibility—they want change, and are looking for ways to bring their values to work.
• Executives in the study reveal they are uncertain about how to successfully address the environmental and social impacts of their business. No wonder when necessary actions can include an array of measures: eliminating waste in the supply chain; reducing the energy use and carbon footprint of office buildings; ramping up corporate-wide volunteer programs; ensuring all workers are paid fair and equitable wages; and reducing toxins or harmful ingredients in products.
• "From developing informational videos and podcasts to writing articles for company newsletters and hosting seminars, employees are working to educate their peers on sustainability," says Shari Aaron, Fresh Marketing’s principal. "But three-quarters report that management is indifferent at best to helping gain the tools and knowledge they need to address these issues, and half say their company is poor at communicating with shareholders, as well."
• Only one-third of businesses are taking sustainability to the core of the firm so far. Fifty-four percent of employees remain confused over how environmental and social impacts are addressed, or feel they are kept in silos. Nine out of 10 employees link brand reputation to addressing environmental and social impacts, yet 83 percent of companies have not fully incorporated their corporate responsibility performance into business metrics.
• Employees rank GE, HSBC, Intel, J&J, Marks & Spencer, Nike, Patagonia, Starbucks, Timberland, Unilever, and Wal-Mart as among the more socially responsible companies.
RSS
