Green Screen
By Tommy Rosen
Filed Under Conscious Commerce |
Not a single day has gone by in the last eighteen months when I did not struggle to come up with the words to describe the current global movement to address humanity’s biggest concerns, both social and environmental. The main problem is that the green business sector has not been successful at setting widely accepted definitions and standards for what it actually means to be “green,” “eco,” or “sustainable.” This has led to debate and controversy as governments, companies, organizations and individuals try to figure out what industry practices are truly sustainable.
What criteria determines the eco-cred of a company? What claims can be made? How can conscious buyers know what to look for and who to trust when making everyday purchases?
I started Eco Gift in 2007, and we spend the better part of each year deciding which companies belong at our sustainable gift show. We have our own internal debates which can get fairly passionate. There are still many gray areas but I personally focus on three specific ones.
Answering To The Triple Bottom Line
It all begins with attitude. A company’s mindset and culture are derived from the attitudes of its leaders. Actually, the extent to which a company’s leaders can call themselves leaders is directly proportional to their ability to recognize, see and hear all stakeholders in a company. This includes employees, independent contractors, stockholders, vendors, customers and anyone else who comes into contact with the company or its products. Of course, we cannot exclude Planet Earth from this list.
I have spoken with several executives in regards to the Green Movement, and its role as one of the great marketing opportunities of our time. Here is a quote that generally expresses their attitude: “Hey, let’s get into this green thing. Great for marketing. Great for our bottom line.” One might feel negatively about such an attitude, but it’s understandable. These people are running companies and their directive is to have that company succeed. This “green thing” might help them to do so. The problem with this attitude is that it perpetuates a manner of doing business based solely on financial outcome. Their compass is set to “succeed financially by adding to the bottom line.”
This old school thinking does not take into account the principle of Triple Bottom Line, which adds environmental and social responsibilities to the obvious financial ones that a company must manage. In this brave new green world, a more conscious and authentic attitude takes into consideration the entire impact of a company’s activities on people and the planet, while at the same time creating profit. If you want to call yourself a green company, first check the attitude of your leaders and if you are a leader-check yourself.
Top 11 Essential Practices Of A Green Company
- Common Mission
All employees should know the company’s mission and environmental policy. - Philanthropy
A percentage of the company’s profits is donated to social profit organizations working directly to make the world a better place. - Renewable Energy
A green company buys renewable energy (such as wind, solar, or small hydroelectric) from the electric company whenever possible, and uses CFL’s, LED’s, and energy efficient office equipment. - Sustainable Materials
All products made by an eco-oriented company must be crafted from the most environmentally sound and non-toxic materials available. - Travel Only When Necessary
Members of the company telecommute whenever possible instead of flying and driving. - Buy Only When Necessary
The company buys used goods whenever possible, only buys what’s truly needed, and always buys the most ecologically responsible items possible. - Green Commuter Policy
The company encourages carpooling, biking to work, and the use of public transit through education and incentives. - Recycling
A green company reduces waste at every turn and recycles all items possible, including electronics, appliances, phones, and batteries. - Good Food
The company provides at least one organic vegetarian meal per week. This pays for itself in a dozen tangible ways. - Good Water
Give up bottled water for good! Any eco-conscious company must provide clean filtered water for all employees. - Reusables
No more paper and plastic! The company provides canvas bags of varying sizes available to anyone shopping on behalf of the company, as well as water glasses, coffee mugs, and carriers for beverage runs.
7 Deadly Sins Every Company Should Avoid
- Harming People
If your products or their production are known to be harmful to people, it’s time for a quick about face. - Harming The Planet
If your company is clearly harming the planet, then immediately assess how that’s happening and systematically transition to a better means of doing business. - Being A Stranger To Your Own Business
If you are not aware of your company’s practices and products, you cannot effectively gauge the effect you have on the world at large. Green companies are run by people who make it their business to know anything and everything about their business. - Hiding The Past
A truly green company own its past, tries to repair any damage it’s done, and does everything it can to improve its practices. - Hypocrisy At The Top
Leaders must walk their company’s talk or pay the price. Being a signpost is not enough. The leaders must live the solutions. - Toxic Takeout
The styrofoam packaging debacle continues in our country. If you order food for the office, make sure to source food from your favorite local restaurants with greener packaging. Wheatware and World Centric are both companies that offer biodegradable alternatives. The ideal choice is to get everybody out of the office for an hour a day to enjoy some relaxing time together over healthy food. - Useless Gifts
Giving over-the-top, useless gifts to employees is wasteful and sends the wrong message. Whether it’s another desk chachka or a big shiny Hummer, make sure gifts for a job well done are useful and have meaning for the recipient.
Whether you are the founding CEO of a company or the newest intern, remember this-no one is perfect. It is the commitment to moving in the right direction that counts, and each member of an organization is part of that navigation.
Tommy Rosen is the Founder of Eco Gift, the first large-scale holiday gift show for eco-conscious people. He is deeply passionate about supporting eco-conscious business and helping to improve the quality of life for all people. He and his wife Kia are practitioners and teachers of Kundalini Yoga and live blissfully in Venice, CA.
Posted on June 24, 2008 |
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