Friday, July 3, 2009

America's Most Sustainable Businesses

Fourth of July festivities may be toned down this year, but America still has reason to celebrate. According to the Global 100 Most Sustainable Corporations for 2009 America has more sustainable companies than any other nation on earth..

The G100 includes companies from 15 countries encompassing all sectors. They were evaluated according to how effectively they managed environmental, social and governance risks and opportunities relative to their industry peers. The results were determined by Corporate Knights Inc., and Innovest Strategic Value Advisors, their evaluation revealed that over the last year the US has jumped from second to first place and for the first time America has more companies in the top 100 than Germany and France combined.

From consumer goods to utilities here is a list of the twenty most sustainable businesses in America

Advanced Micro Devices
Information Technology

Alcoa Inc
Materials

Amazon.com Inc
Consumer Discretionary

Baxter International Inc
Health Care

Coca Cola Company
Consumer Staples

Dell Inc
Information Technology

Eastman Kodak Company
Consumer Discretionary

Genzyme Corp.
Health Care

Goldman Sachs Group Inc
Financials

Hewlett-Packard Company
Information Technology

Intel Corp.
Information Technology

Nike Inc
Consumer Discretionary

PG & E Corp.
Utilities

Pinnacle West Capital Corp.
Utilities

Procter & Gamble Company
Consumer Staples

Prologis
Financials

FPL Group Inc
Utilities

State Street Corp.
Financials

The Walt Disney Company
Consumer Discretionary

United Technologies Corp.
Industrials

These corporations are leading the way by showing the business community that sustainability is an increasingly integral component of successful free enterprise. And for every firm mentioned in this list of corporate giants there are thousands of small businesses assuming the mantle of environmental responsibility and stewarding the transition to a more sustainable economy.


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Tuesday, June 9, 2009

Debunking CO2 Myths and The Science of Climate Change

There are a number of myths about CO2 that continue to circulate despite scientific evidence to the contrary. These myths are often perpetuated by the uninformed or those with an agenda to protect non-sustainable corporate interests. With the aim of exposing some of the major fallacies here is quick summary of the science debunking eight CO2 myths.

Myth # 1 : CO2 Levels are Not Rising

Objective measurement of atmospheric increases in carbon dioxide was confirmed beginning in the 1930s, and these observations were corroborated in the late 1950s with the development of highly accurate measurement techniques.

In 1959 Charles Keeling began collecting flasks of air from an observatory at the summit of Mauna Loa in Hawaii in 1959. His research, known as the Keeling Curve, confirmed suspicions that carbon dioxide released from the burning of fossil fuels and other industrial activities are accumulating in the atmosphere.

Keeling's data set was confirmed by the Vostok ice core. The ice core findings reveal annual layers of air bubbles trapped in the ice, they can be dated and CO2 levels can be measured representing the atmosphere when the ice formed. Atmospheric CO2 concentrations calculated from trapped air bubbles indicate that "present carbon dioxide concentrations far exceed all values for the past 400,000 years."

Another source of scientific evidence comes from Houghton and Hackler. Their research indicates that land-use changes from 1850-2000 and the combustion of fossil fuels have caused the atmospheric CO2 concentrations to rise from 288 ppmv in 1850 to 369.5 ppmv in 2000. The Mauna Lao Observatory reports that as of May 2009, CO2 levels are at 390 ppmv.

Myth # 2 : CO2 is Not Related to Global Warming

The Vostok ice core reveals ratios of oxygen isotopes and deuterium they in turn indicate air temperature at the station at the time ice was formed. The study shows that carbon dioxide and temperature are linked through feedback loops; when the concentration of CO2 is high so is the temperature.

Myth # 3: CO2 is Not the Most Important GHG

Although water vapor is the most significant GHG, CO2 levels are steadily increasing while others like Methane have stabalized. Human activity is producing levels of CO2 that are upsetting the natural greenhouse balance and imperiling our planet. This is largely because CO2 remains in the atmosphere for more than a century while water vapor lasts only a few days. CO2 is the greatest concern because it is responsible for two-thirds of the additional warming caused by all the anthropogenic GHG.

Myth # 4: Anthropogenic CO2 is Harmlessly Absorbed

The Keeling Curve indicates that carbon dioxide released from the burning of fossil fuels and other industrial activities are accumulating in the atmosphere rather than being fully absorbed by the oceans and vegetated areas on land.

Houghton and Hackler's research has revealed that approximately 40% of the additional carbon has remained in the atmosphere, while the remaining 60% has been transferred to the oceans and terrestrial biosphere. This research reveals that 64% can be attributed to fossil-fuel combustion, representing about 14% of the carbon in the atmosphere in the form of CO2.

According to research from Woods Hole Oceanographic Institution, "around 30 per cent of the CO2 put into the atmosphere by human activities is absorbed by the oceans where it dissolves, altering the chemistry of the surface sea levels making it more acidic." Increasing levels of ocean acidity could destroy fisheries and damage coral reefs that provide habitat and coastal protection from storms. In a statement from the science academies of 70 countries rising levels of CO2 may cause an "underwater catastrophy.

Myth # 5: CO2 is Too Heavy to Reach the Troposphere

According to the Carbon Dioxide Information Analysis Center (CDIAC), the chemical formula of CO2 is Carbon (12) + Oxygen (16) + Oxygen (16), giving it a molecular weight of 44. Although this gas is heavier than air (50% heavier or 1 and 1/2 time as heavy). CO2 will mix with the air as all gasses do because of Brownian Motion (molecules bumping into each other). And like all gases, when wind is blowing, CO2 is carried up into the atmosphere, where more winds are able to carry it up to the troposphere.

"Free radicals, which are atomic or molecular species with unpaired electrons, and are highly reactive and this makes them able to form a chemical bond. The free radicals attach and form a new bond with CO2 creating a new gas depending on the species of the free radical. These gases work their way a bit further into the upper atmosphere and this is where they become GHGs."

Myth # 6: Respiration is to Blame for CO2

All living things including plants and animals exhale CO2. According to the Carbon Dioxide Information Analysis Center (CDIAC), "the average person exhales approximately 1 kg of CO2 per day. However the exhaled CO2 includes carbon that was originally taken out of the carbon dioxide in the air by plants through photosynthesis - whether you eat the plants directly or animals that eat the plants. Thus, there is a closed loop, with no net addition to the atmosphere. Of course, the agriculture, food processing, and marketing industries use energy (in many cases based on the combustion of fossil fuels), but their emissions of carbon dioxide are captured in our estimates as emissions from solid, liquid, or gaseous fuels."

Myth # 7: Technologies Using CO2 are to Blame

According to the CDIAC, technologies that use CO2 are not responsible for increased GHG emissions. Technologies like dry ice blasting, supercritical cleaning and painting etc., do not increase GHG emissions because "most of the CO2 used in these kinds of applications is recovered from processes like fermentation and it is either CO2 that it is being extracted from the atmosphere by plants or CO2 that would have been released from fossil fuel burning anyhow. In essence it passes through this kind of use rather than being emitted immediately and there is no extra CO2 produced".

Myth # 8: Managing CO2 is Too Expensive


There are viable ways we can facilitate the shift towards a low carbon economy. As we will review in the next post, cap-and-trade legislation is a viable way of creating incentives for lowing carbon and generating revenues that can help to finance the transition. Immediate action is required as we simply cannot afford to continue to ignore the cost of anthropogenic CO2 emissions.

Next: Action on Climate Change

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Friday, June 5, 2009

Primer on CO2 and Other GHGs

Carbon dioxide (CO2) is at the center of efforts to manage climate change. Many identify CO2 as the leading cause of calamitous environmental destruction, but how does this naturally occurring substance wreak such havoc on our environment?

For over 100 years the scientific community has been warning us of the dangers of global warming caused by CO2 emissions from fossil fuels. In 1896 S. Arrhenius, published the paper "On the influence of carbonic acid in the air upon the temperature of the ground." More recently a plethora of scientific studies have corroborated these early concerns. (In a forthcoming post we will review some of the scientific evidence for global warming).

CO2 and Other GHGs

CO2 is a naturally occurring chemical compound. CO2 is part of the respiration of plants and animals and it is produced through the decay of carbon based material from plants and animals. Some natural processes, such as volcanoes and geysers, also add CO2 to the atmosphere.

Although CO2 gets most of the attention there are other naturally occuring greenhouse gases (GHGs). Water vapor is by far the most important GHG. It evaporates mostly from the ocean, and it causes earth's surface to be about 30°C warmer (out of the 36°C of warming caused by all greenhouse gases combined). Methane is produced by bacteria in wetlands and bogs, cattle, rice paddies, termites, landfills, and coal mining. Nitrous oxide is produced from microbes in the soil and the ocean. Halocarbons such as refrigerants are used in air conditioners and tropospheric ozone, produced in smog.

The Greenhouse Effect

Naturally occuring GHGs like CO2 warm and regulate the earth's temperature through the greenhouse effect. Warming occurs because the GHGs, although transparent to incoming solar radiation, absorb infrared (heat) radiation from the Earth that would otherwise escape from the atmosphere into space. GHGs re-radiate some of the heat back towards the surface of the Earth.

Normally almost half of energy emanating from the sun is trapped in our atmosphere. This natural phenomenon is what we call the greenhouse effect, GHGs warm the earth so that it is conducive to life, if there were no GHGs the temperature on earth would fall below –18 C.

GHGs and Global Warming

The unnatural addition of GHGs to the atmosphere is known as global warming. This unnatural build-up of GHGs in the troposphere (the lower part of the atmosphere about 10-15 kilometres thick) is trapping additional heat. The amount of heat in the troposphere depends on concentrations of GHGs and the amount of time these gasses remain in the atmosphere. CO2 remains in the troposphere between fifty and two hundred years.

CO2 and Human Activities

Anthropogenic (human-produced) CO2 is mixing with naturally produced CO2 and influencing the earth's radiation balance. The two main human activities that increase the amount of carbon dioxide in the earth's atmosphere are fossil fuel burning and land clearing. The burning of fossil fuels adds about 6 gigatons of carbon to the atmosphere each year.

Prior to the industrial revolution, atmospheric CO2 concentrations had not changed appreciably for over 850 years. That changed around 1850 when human processes began emitting significant quantities of GHGs. Pre-industrial levels of CO2 were approximately 270 and according to scientists at the Mauna Loa observatory, as of 2008, CO2 levels in the atmosphere were at 387 parts per million (ppm). This represents an increase of approximately 40% since the industrial revolution and the highest levels of CO2 in at least 650,000 years.

The US national oceanic and atmospheric administration research has corroborated other findings that indicate CO2 is accumulating in the atmosphere faster than expected. Their review suggests that levels of CO2 emmisions are on the increase, from 1970 to 2000, the concentration of CO2 rose by about 1.5ppm each year, but since 2000 the annual rise has surged to an average 2.1ppm. "Researchers suggest the trend could mean that the earth is losing its natural ability to absorb billions of tonne of CO2 each year."

CO2 emissions from cars and industry are a major cause of what we refer to as global warming. These increasing CO2 emissions cause about 50-60% of the global warming. Human activities have released an amount of CO2 that exceeds the amount sequestered in biomass, the oceans, and other sinks. About 22% of the current atmospheric CO2 concentrations exist due to these human activities. Fossil fuel combustion for energy generation causes about 70-75% of the anthropogenic CO2 emissions. The remaining 20-25% of the emissions are caused by land clearing and burning and by emissions from motor vehicle exhausts.

Other GHGs Associated with Human Activity

According to Ocean World, about two thirds of the methane emissions into the atmosphere come from human activity, mostly from the northern hemisphere. Methane concentration was 1783 parts per billion in 2004, which was 155% larger than pre-industrial concentrations. The rise in methane appears to have leveled off, and concentrations have increased only 5 parts per billion since 1999. Methane does not remain long in the atmosphere, about 8 years (Fischer et al, 2008). However methane is 22 time more effective in absorbing infrared radiation than CO2.

Nitrous oxide (N2O) is also a byproduct of burning fossil fuels at high temperatures. About one-third of the emissions into the atmosphere come from human activity. N2O concentrations were 319 parts per billion in 2004, which was 18% larger than pre-industrial concentrations. Its lifetime in the atmosphere is about a century.

US GHG Emissions

Although the US is only 4.6% of the world's population, American energy use accounts for 24% of all the world's energy. According to the Statistical Review of World Energy 2005 89.4% of energy consumption in the US is derived from burning fossil fuels.

The average American uses almost 31 kilowatt-hours (kWh) per day, or 1.3 kilowatts (kW) continuously. Most of that electricity is produced by burning fossil fuels. In certain other fully modern countries (England, France, Germany, Japan), the per-capita average ranges from 0.6 to 0.8 kW. At the other end of the scale, in developing countries where, even if some cities are electrified, rural areas are generally without power, the number is much lower: Mexico uses 0.14 kW, Thailand 0.10, and Peru 0.05. India is way down, at 0.037. China is around 0.07.

While most GHG emissions derive from industrial processes in developed countries like the US, GHGs from developing countries are rising. At the current rate, anthropogenic carbon dioxide emissions are expected to double in this century.

GHGs contribute to the greenhouse effect and many anthropogenic GHGs are on the increase. In the next post we will review the effects that they are having on the earth and its inhabitants.

Next: The Effects of Global Warming / Debunking CO2 Myths and the Science of Global Warming / Action on Global Warming.

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Sunday, May 17, 2009

Small Business Guide to Social Media

Dell is a leader in social media and a good example of the trend towards increased corporate environmental stewardship. Like many other firms, Dell has been hit hard by the global recession. However, despite a halving of profits, Dell's commitment to the environment represents the kind of positioning that can help many companies to weather this historic downturn.

Dell's environmental programs, "conserve product energy consumption, reduce or eliminate materials for disposal, prolong product life span and provide effective and convenient equipment recovery solutions. By streamlining business steps and processes to be as efficient as possible, Dell helps minimize stress on the environment while achieving speed, responsiveness and cost savings that are passed along to customers."

Based on Dell's conversations with customers, they have created a series of social media guides. Each guide includes an overview of the approach, the opportunity, tips for getting started, examples of best practices and case studies.

1. Listening to customers, prospects and influencers is the foundation of all successful social media programs. By listening to online conversations happening in blogs, forums and social networks, you can bring the voices of your customers directly into your organizations.



Download the guide



2. Many people equate "PR" to "digital PR" or "digital influencer relations." While they are similar in many ways, there are some important nuances to consider. Most importantly, online conversations are much more direct and personal, requiring the highest level of transparency and candor.



Download the guide



3. Twitter is fairly new to the social media scene, but many companies have already found ways to use it for business, from announcing new products to helping out customers in need.



Download the guide



4. Crowdsourcing is the process of enabling your customers to play an active role in creating a new product or service, or in some cases, solving a business challenge for your company. Let's face it – our customers know what they want and need better than anyone.



Download the guide



5. Facebook is the fastest growing social network in the world with more than 100 million active members. Facebook offers a variety of solutions for small businesses to connect with customers and prospects more deeply and leverage the huge, viral potential of this community.



Download the guide



6. Photos and videos can engage customers and convey more about a company and its people, products and services than text alone. Today, new technologies and Web sites like Flickr and YouTube have made it easier than ever for businesses to produce and share multi-media content.



Download the guide



7. It's important to understand how a social media program is performing against specific business objectives in order to maximize the impact and justify further investment. The beauty of social media is that it is highly measurable using tools like Google Analytics.



Download the guide



By following these guides you can use social media to grow your businesses and better serve your customers.
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Next: Shortening Your Sales Cycle With Social Media / Twitter / Social Media and ROI


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Wednesday, May 13, 2009

The Power of Social Media and the Importance of Market Segmentation

Social media is a great way to reach a growing audience, particularly if you factor the ways in which this market is segmented. Social media is part of the vast and growing arena of interactive digital marketing. The social media audience is large and loyal and with hundreds of millions of visitors and countless billions of videos being viewed online, it has even more massive appeal than traditional mediums like television.

Traditional marketing approaches are increasingly being complimented by novel online experiences. Although search engine optimization remains important, social media optimization is emerging as an important way to engage a huge audience that is seeking a more dynamic Internet experience.

Jim Carroll, a well-known speaker, author and columnist said in a recent article,"ecological spending will continue to drive growth markets." In the same article he cites some numbers that illustrate why social media is changing the marketing landscape, "147 million people interact globally on social networks via their mobile phones...that number could very well be 1 billion within five years!"

For more informaton on mobile marketing see The Green Market's 7 part series, "Making Mobile Marketing Work for Your Business," which includes Researching Your Target, Design Tips, Presentation Tips, Understanding the Differences Between Mobile and Online Marketing, Interactive Digital Marketing For the Young and the Not So Young, Summary of Key Points (For The Green Market's extensive series of mobile marketing posts see related posts at the bottom of this page).

As explained in an article entitled The Ever Expanding World Of Small Business and Social Media Optimization, "the web is being rapidly transformed from simply being an informational monologue into an exciting interactive and socially enriching platform, social networking sites are gaining greater power and prominence in the online media community. So it is because of this major shift that small business owners are being forced, in their media planning, to start including these websites as part of their plan for posting compelling online advertisements, writing articles for this media while also using audio and video to capture their target market share. Social media is becoming an extremely powerful tool for creating marketing leverage through persuasive communication - whereby customers can share their insights, their perspectives, and their opinions. Customers want to engage, and this media is providing them the perfect platform for that end. [And] small business clients are [also] demanding to be heard in an ever-increasing manner."

Social media is increasingly important for the small business community. Although social media may be a relatively new marketing channel, it is an integral part of the future of communications. In a recent AdAge article, Chris Perry, exec VP-digital strategy and operations at Weber Shandwick said, "within all companies every function will become more digitized, socialized and, dare I say, integrated. Social and digital communications practices are being applied to every traditional function across the enterprise."

As explained in an article entitled Reaching Generation Y Through Social Media Marketing, "We now live amongst a diverse arrangement of new and different generations where change is happening by the second. And in order to be on the cutting edge of all things marketing, small business owners will need to be more and more aware of the changing demographics and learn how to best communicate with the ever growing field of different buyers who are joining the market place every single hour."

Understanding the social media audience is key to successfully using this rapidly growing marketing channel. Millennials, or Generation Y, are a high value audience for business, this group of young online spenders was born between 1980 and 1996. This segment understands the environmental consequences of their actions and they have the social awareness to act. Even if Millennials are not part of your company's core demographic, by driving traffic and enhancing your social media profile they play a pivotal role in social media optimization.

Millennials are also know as the Internet generation and as explained in a CSR Wire article, this group does not know a world without the Internet. "The Next Generation defined by those born between 1997 and 2015, won’t know a world where social media and sustainability aren’t part of everyday life." The implication is that social media (and sustainability) will continue to grow as successive generations engage user generated content as a organic extension of their social networks.

Millennials want change and marketers are addressing their concerns. With 42 percent of marketers reporting that they are keen to experiment with social computing, the change agenda of Millennials is already impacting marketing communications. Going forward, Millennials will drive economic growth and reshape the fundamentals of every industry in the process.

A recent AdAge study, reaffirmed the fact that Millenials are the single most environmentally aware generation. The study revealed that:

- 69% of Millenials surveyed expressed genuine interest in the environment
- 79% of Millennials glean most of their information from the web
- 76% of Millennials emphasized the importance of brands being ecologically conscious
- 64% of Millennials in the 18 to 29 age group said they would be willing to pay more for a product that supports an environmental cause.

Although the older segment of Millennials were more likely to choose Green and even pay more for a Green product or service, this did not hold true for the 13-17 age group. The study suggests that teenagers are sensitive about the price point.

Teens today are much more tech savvy, confident and culturally diverse, they want to be listened to and have their needs and expectations addressed. Millennials are more tuned into media than previous generations and although they are aware of the importance of the environment, they are not sure how to get involved.

Forward looking companies can support Millenials as they transition from knowing why the environment is important to actual sustainable living. Social media is an ideal medium to help get this group involved in environmental efforts that will deepen eco-awareness and foster consumer loyalty.

This is part of the reason why Web Pro News refers to social media as, "the holy grail for advertisers on the Internet: a mass-concentrated U.S. audience reach similar to television." But to make the most of social media you need to incorporate Millenial attitudes into your marketing strategy.

According to the AdAge study cited above, Green adds credibility to a company's brand, but the evidence also indicates that Green marketing strategies should not be universal across all age groups. Different Green marketing efforts need to be adapted for the different segments. Further, companies seeking to market to teenagers should be sure to offer competitive pricing.

Teens apparent reticence towards Green may be due to their need for immediate gratification. To reach teens, marketers need to be innovative in the ways they link Green interests with more immediate observable results. By encouraging Millennials to take action on the environment, social media can play a vital role helping this generation to lead us toward a healthier planet.

Social media is a powerful marketing tool that is easily accessed by small business, but as Chris Perry explains, there are still many unknowns associated with social media advertising, particularly in the current economic climate. "No one owns [social media]. No one company, no one specialty, no one individual has all the answers to address the fundamental changes taking place. The changes are too sweeping, too fast moving, too complex for anyone to talk in absolutes. We're still in the early stages of a media disruption that impacts marketing communications in ways [that are] yet be fully understood."

For those pioneers willing to brave the unknown, social media provides an opportunity for businesses to communicate with their consumers in a fresh and dynamic fashion. With hundred of millions of loyal participants, social media has the unparalleled ability to quickly reach a huge audience. However, you cannot unlock the power of social media without understanding Millennials.
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Next: Small Business Guide to Social Media / Shortening Your Sales Cycle With Social Media / Twitter / Social Media and ROI


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Sunday, May 10, 2009

Social Media and Sustainability

Social media, also known as user-generated content, is an organic marketing channel and an effective conduit for Green messages. This is the first in a series of four articles designed to help Green small business owners and eco-entrepreneurs leverage the power of social media to communicate their Green offerings.

Social media is defined by Wikipedia as "information content created by people using highly accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It's a fusion of sociology and technology, transforming monologue (one to many) into dialog (many to many) and is the democratization of information, transforming people from content readers into publishers. Social media has become extremely popular because it allows people to connect in the online world to form [personal and business] relationships."

Social media is about collaboration and information sharing and sustainability is about responsible social and environmental economic development. Despite apparent differences, social media and sustainability are convergent trends that compliment each other.

Even though we are confronted with a global recession, a recent MediaPost report indicates that a majority of consumers remain loyal to Green products. According to "The Conscious Consumer Report" (2009), 67 percent of consumers surveyed agreed with the statement: "Even in tough economic times, it is important to purchase products with social and environmental benefits." Although 66 percent said price is "very important," Fifty-one percent said they were willing to pay more for these products.

The report also indicates that skeptical consumers are actively looking for information that verifies Green claims beyond ads and packaging. The report supports the importance of communicating Green messages through multiple venues, including social media networks. Further, when compared to traditional media like print, social media's digital presence is less harmful to the environment.

According to Rob Reed, a social media and marketing specialist who helps companies to engage stakeholders through the social web, "social media and sustainability present the same set of issues when integrating these new practices into a company’s DNA and core values. The truth is that social media and sustainability can be integrated and adopted at every level."

As Mr Reed explained in an article in 2008, there are many ways that the trends of social media and sustainability intersect as well as align. Together, sustainability and social media are "changing the world for the better."

"Barack Obama has changed political elections forever. Just as Kennedy used televised debates to his advantage in 1960, Obama has used the social web. It’s partly a function of his brand and overwhelming appeal with younger voters, but it’s also a clear sign of the times." As of 2008 several members of Congress were 'tweeting,' including then Vice-Presidential candidate Biden. And President Obama has used a broad range of social media to communicate his vision of a new energy economy that emphasizes renewable energy.

Al Gore is well known for his film "The Inconvenient Truth," he is also co-founder of the socially driven Current.com. This "duality of focus and investment is playing out throughout Silicon Valley and the entire VC community. These are smart bets being made on a smart future that’s both green and social."

By definition, social media has democratized information. "The social web has decentralized the production and distribution of content." Social media puts "control in the hands of people…the people formerly known as the audience"

There are also a diverse range of job opportunities in social media and sustainability that are emerging. Green-collar jobs and new jobs in social media mean new roles and responsibilities in marketing, public relations, and customer service.

"The era of cheap oil has lead to an unsustainable system where it is (was) economically viable to ship goods...all across the globe...With this era coming to an end, the principles of sustainability dictate that we source our food and other goods as close to home as possible...This parallels the decentralization of information that’s been driven by social media and the ability to produce (grow) our own content and to become active participants in media as opposed to passive consumers....The Internet did for communication what cheap oil did for consumer goods. It brought the world seemingly close together."

Social media and sustainability started as grassroots movements. Now sustainability is an increasingly important part of government policy and corporate culture. President Obama's Green vision for America and the sustainable initiatives of companies like Wal-Mart illustrate the convergence of social media and a Green message. For governments and companies alike, social media is an increasingly integral component of their communications efforts.

Social media and sustainability are still relatively new as mainstream trends, and as such, examples of abuse and exploitation abound, but "we look forward to the day when green and social can be taken for granted. When all media is social and all products and energy are green."

Together social media and sustainability have forever changed business, politics, and culture. Social media not only enables people to find one another, it is also a powerful tool enabling business to more effectively target their audience.
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Next: The Power of Social Media & the Importance of Market Segmentation / Small Business Guide to Social Media / Shortening Your Sales Cycle With Social Media / Twitter / Social Media and ROI


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Wednesday, April 22, 2009

Silencing Earth Day Critics

Earth Day is an important day for business, collectively companies are spending tens of millions on Green marketing. But others have expressed their concerns that Earth Day constitutes little more than another over-commercialized marketing event. As Natalie Zmuda writes in an AdAge.com article, "It's Earth Day: Time to consume more to save the planet."

Others are even more cynical, "My concern is that some companies just view [Earth Day] as a marketing event, like Thanksgiving or Christmas," said Larry Light, chairman-CEO of Arcature, a management consulting firm. "Then they've fulfilled their obligation for the rest of the year. The whole issue of sustainability means that a commitment also has to be sustainable. If it's only for one day, then it's a marketing event."

Some are resolute in their dismissal of Earth Day. "Earth Day's usefulness has passed," said Alex Steffen, executive editor of World Changing, a sustainability blog. "The idea that we're going to direct our attention to the planet for a day or a week ... is not a sufficient response anymore. An awful lot of people view Earth Day as the time to express the idea that they are sympathetic to change. We need to move from being sympathetic to change to actually changing things."

For years Grist has derided Earth Day, two years ago David Roberts was complaining about it, noting that it wasn't enough, saying “The time for "small steps" is long past. It's time for people to wake the hell up.” This year Grist unveiled an appropriately titled Screw Earth Day campaign. The purists behind Screw the Earth think that we do not do enough to get the message across. They feel we need to do more to protect the environment. As they expain, “It’s not about a single day, dude, it’s about living green every day.”

Grist's David Roberts points out, "Green is all the hype everywhere. So you might think that the public would be engaged in this push....polls find public interest as low as ever, and opinion about climate and energy policy is as inchoate and incoherent as ever. There are no rallies. There are no emails and letters and phone calls streaming into Congressional offices. There is no real social movement behind energy/climate action. There’s nothing to push a recalcitrant member of Congress in the right direction."

Although Mr Roberts may be correct about the hype surrounding Earth Day, he is wrong on just about every other count. Earlier this year, one Billion people around the world turned out their lights to vote for climate change action during Earth Hour and today another billion are expected to get involved with Earth Day events. The social momentum of environmental interest is obvious and irrefutable. This is an important period of transition, and although the mediums by which this interest will express itself are not yet fully formed, the mechanisms of change are coalescing.

Contrary to Mr Robert's assertions, public interest in the environment is not low, studies are finding that despite the recession the interest in Green continues. Earlier this month Joel Makower pointed this out as the one constant from the polling data on consumer environmental attitudes, "Vast majorities of consumers say they have adopted greener habits in their daily lives, and shop for at least some products with a keen eye on their environmental provenance and energy and climate impacts. In other words: the marketplace is getting greener -- way greener."

At least one criticism is well founded. As more companies and marketers jump on the Earth Day bandwagon it is evident that some are guilty of masking environmentally destructive practices under the guise of environmental sensitivity. This practice, commonly referred to as greenwashing, dilutes the integrity of Green branding efforts. And this prompts concerns that consumers will stop paying attention to Green altogether.

Earth Day is not only an opportunity to move product, such events also exert pressure on companies to improve their environmental record. All companies who promote sales in conjunction with Earth Day open themselves to scrutiny. Unsubstantiated Green claims or associations will be exposed and this could prove detrimental to a company's reputation. Although some companies are guilty of greenwashing they will be punished by consumers and legislators.

The business community is an important contributor to the environmental crises we are confronting and they are an equally important part of the solution. Forward looking companies understand that greenwashing is simply counterproductive, these companies know that the best and most enduring way to position themselves is through earnest environmental initiatives that have integrity. That is why many companies are already looking well beyond events like Earth Day and emboldening their commitment to sustainable business practices.

For business, Earth Day is a marketing opportunity, and as such an opportunity to grow profits and increase market share, but businesses are also using Earth Day to fund environmental projects and raise awareness about the environment. If the world is to change, people's attitudes must change and public events like Earth Day are an important part of the transition to a Greener world. Earth Day engages people and helps to transform the wider culture.

Although it is easy to respect the dedication of many Green activists, it is sometimes difficult to understand the approach of certain eco-purists. The anger they vent as they rail against popular movements like Earth-day seems at times incomprehensible. It is easy to appreciate the purists' roles as watchdogs and stalwart activists, even their impatience has its place, but at times their comments detract from the urgency of the Green message.

As a force within the broader efforts eco-purists serve a valuable purpose, but when they hijack the mainstream discussion, they foster anger, apathy and cynicism. Environmental extremists may attract a core of misanthropes, but they alienate the general public and send businesses looking for loopholes instead of contributing to the discussion. Thankfully many corporate leaders are participating in finding solutions, and many more appear ready to follow.

Are eco-purists trying to help the planet or as it sometimes appears, do they prefer distancing people with unproductive vitriol? Some purists go so far as to call for a revolution that does away with capitalism and the whole free market system. However, it is clear to almost everyone that these nihilistic reveries do not serve people or the planet.

More reasonable approaches envision ways of bringing about change without bloodying our streets. It seems obvious that the most expedient change will occur by working within our system. For example, proposed climate change legislation in the US would put a price on carbon emissions and unleash the power of free markets expediting an efficient transition to a carbon restricted world. Perhaps the most reasonable approach involves sending a loud message to our elected representatives.

As purists rue the popularity of Earth Day, Green businesses are taking advantage of the opportunity to highlight their Green initiatives and eco-entrepreneurs are hopeful that events like Earth Day will expedite the task of bringing their innovations to market. Earth Day is effectively turning the wheels of our free market economy.

Sadly some green-purists appear confused, they fail to understand that sustainable consumerism is not the enemy it is the goal. Their cynical rants further serve to illustrate that their approach does not engage the public nor influence politicians.

Admittedly, Earth Day is a highly commercialized event, but those who criticize should remember that commerce is the language of action. If we are to see a Greener world, businesses must not only be amongst those who contribute solutions, they must lead.

For businesses and consumers, Earth Day is about more than a point on a calendar. The Earth Day event has amplified a message that will reverberate throughout the year.

Tuesday, April 21, 2009

Earth Day Business Resources

What can businesses do for Earth Day? From easy no cost money saving strategies to intensive overhauls of your workplace and supply chains, here is a comprehensive list of resources to help your business make the transition to a Greener world.


Administrative Operations

Reduce and reuse wherever possible. Eliminate unnecessary photocopying and encourage e-mailing. Use spell check and proofread before you print or copy. Print double sided whenever possible. Use digital storage solutions to cut down on paper. Set up an area to store and exchange reusable office supplies.

Recycling

Recycle everything you no longer need, from paper to packaging for shipping and e-cycling electronics. Find a recycling center near you. Make sure you properly dispose of items you can't reuse or recycle.

Alternative Transportation

Start a carpool, walk, bike, or use mass transportation instead of driving. Provide reserved parking for carpoolers. Offer transit passes to employees who take the bus or subway and bike racks for cyclists. Let workers telecommute. Teleconference instead of travel.

Energy Management

Unplug technology when it's not in use. Up to 75 percent of the electricity used to power office equipment is consumed while the product is turned off but still plugged in. Turn off your computer monitor, printers, copy machines, and the lights when they are not being used. If possible, take the stairs instead of using the elevator. See the consumer's guide to energy efficiency and renewable energy.

Use Energy Star's energy-efficient office products. Explore energy efficiency tips and products. See programs, tools and resources.

Green Power Partnership: Use the tools and other resources. Review information on the organizational procurement of Green power, see advice and technical support. Explore how Green power can improve your organization’s environmental performance.

General Technical Overview of Power Management: Review methods of maximizing IT power savings, see savings estimates, activation instructions, and software tools.

Eco-Buying

Buy recycled content, remanufactured, and recyclable office products. At a minimum, buy recycled paper and recycle it again. Buy compact fluorescent bulbs to replace incandescent bulbs. Make the environment, and not just price, a factor when purchasing. Tell suppliers that you're interested in sustainable products, and set specific goals for buying recycled, refurbished or used. Talk to suppliers about alternatives to toxins used in batteries and copier toner.

Water Management

Water-efficiency: Reduce operating costs by employing water-efficient practices. Convey an image of stewardship to employees, customers, and the general public by helping to conserve water resources for future generations.

Green Building

Apply green building principles to your office buildings: See how sustainable design (green building) principles apply to your place of business. Use tools and read information on worker productivity, risk and cost reduction and see what it means to build with greater responsibility towards future generations.

Go Green with GSA. Review the U.S. Government Services environmental initiatives designed to help federal agencies Go Green.

Green Resources for Business

The Global Environmental Management Initiative: (GEMI) Use the tools and review information geared towards helping businesses achieve environmental excellence.

Center for Waste Minimization: Conduct sustainable opportunities assessments to help your facilities reduce their waste and/or recycle by-products and pollution prevention.

Green Pages: Find screened and approved Green businesses.

Products and Services: Find environmentally preferable products and services, including environmental attributes to look for, procurement guidance, tools, case studies, and other resources.

Fedcenter.gov: Explore links to, and highlights from programs which enable agencies to meet these goals include: Environmentally Preferable Purchasing (EPP), Comprehensive Procurement Guidelines (CPG), ENERGY STAR®, the Green Procurement Program (GPP), and the Federal Energy Management Program (FEMP). Regulations, Guidance, and Policy / Supporting Information and Tools / Lessons Learned / Training, Presentations, and Briefings / Conferences and Events.

EPA Publications: What you can do at the office / What you can do in small business / What you can do in industry / What you can do in retail / What you can do when planning and conducting meetings and events.

Sustainable Business

World Business Council for Sustainable Development: Review a wide range of information on sustainable development.

Business and Climate Change Solutions: See what the science of climate change means in terms of the risks and opportunities for business.

Eco-Capitalism: Review tips from a successful eco-capitalist.

Businesses have many choices as to how they will celebrate Earth Day and increasingly discerning consumers are rewarding sincere efforts from companies who are investing in a sustainable world.

Although measures like switching to compact fluorescent bulbs can deliver up to 75 percent energy savings and last more than 10 times longer than incandescent bulbs, clearly this is not enough. Sustainability includes simple efforts repeated millions of times, but if we are to achieve the kind of change required we will need to do more than change light bulbs.

It is important that businesses lead the general population by doing as much as they can. By carefully reviewing operations and processes, businesses can find innovative and creative ways to recycle, reduce and reuse. We must take bold steps towards sustainability, not merely on Earth Day but everyday.

Next: Silencing Earth Day Critics

Monday, April 20, 2009

The Business of Earth Day

Earth Day is a great example of grassroots environmentalism turning the wheels of the free market. Businesses are joining people around the world who are coming together for workshops, rallies, cleanups, tree plantings and other events focused on the environment.

In 1962, Senator Gaylord Nelson decided he wanted to raise the profile of the environment in American politics. Six years later, amidst the war protests of 1969, Senator Nelson came up with the idea of holding a national protest in defense of the environment. The first Earth Day event was held on April 22, 1970 and was a massive success with over 20 million people taking part across the US. That day marked the beginning of the green movement in America. Twenty years later, on Earth Day 1990, 200 million people in 141 countries took part. In 2007, an estimated 1 billion people celebrated Earth Day around the world.

As reported in a recent Planetgreen.disovery.com article, "solving our environmental problems is going to require both top-down and bottom-up solutions. Now more than ever, we've all got to roll up our sleeves and get to work, in whatever way each of us can, because we're all in this together, and it's going to take everyone of us—from housewives to politicians to CEOs—getting with the program."

With the participation of approximately one billion people for the recent Earth Hour event and amidst climate change hearings in Washington, Earth Day 2009 promises to be bigger than ever.

Businesses are responding in varying degrees. Consumers can shop at Banana Republic, where 1% of sales from April 22 through April 27 benefit the Trust for Public Land. Some companies have launched comprehensive lineups of Earth Day activities and promotions. The Disney Store North America's approach is designed to educate families about their impacts, encourage recycling and replant an endangered rainforest through The Nature Conservancy’s Plant a Billion Trees Campaign. These initiatives build on The Walt Disney Company’s recently announced long-term environmental goals to reduce emissions, waste, electricity and fuel use, as well as the company’s impact on water and ecosystems.

Several broadcasting networks, including Fox Broadcasting, NBC and Nickelodeon, have announced green-themed TV program scheduling in honor of Earth Day. Verizon Business employees in Dallas, Boston and Tulsa are volunteering in local projects in support of Earth Day. Newsweek subscribers were able to fashion the cover of the April 14 issue into an envelope to send plastic bags to Target in return for a reusable tote bag. And Clorox's Brita brand's integration with NBC's "The Biggest Loser" has resulted in the elimination of plastic water bottles from the show's campus.

This month, Wal-Mart is running seven national 30-second spots, bearing the tagline "Budget-friendly prices. Earth-friendly products," Wal-Mart Ads also tout recycled materials. Macy’s Turn Over a New Leaf campaign is designed to support, educate and inspire eco-friendly practices in everyday life, and will include special promotions and merchandise. Last year’s event raised more than $2.9 million for the National Park Foundation. Toys 'R' Us' launch the "enviro-friendly playthings,"

With a host of Earth-day activities, benefits and workshops Anthropologie is drawing attention to the simple steps we can all take to help our planet, placing special importance on the survival of the honey bees and sustainable agriculture. Office Depot customers can take advantage of free electronics recycling with the purchase of any Zip Express service. Cartridge World has launched a “Recycle it @ Cartridge World” campaign that encourages consumers to recycle printer cartridges and cell phones at participating stores.

EarthGrains bread will make a $100,000 contribution to a leading international conservation group, The Nature Conservancy, to support the protection of the world’s lands and waters. Full Circle Architects hosts a free "Building Green Can Save Green" event. Reynolds Consumer Products is offering a free roll of its new recycled aluminum wrap.

For the second year in a row, New York’s airline JetBlue Airways invited hundreds of New Yorkers to do “One Thing That’s Green” by participating in a community tree planting day to support the MillionTreesNYC movement. Last week employees at Anheuser-Busch used public transportation, car pooled, biked or walked to work; recycled, planted trees and participated in community clean-up and restoration events. Many of the company's 12 U.S. breweries have combined "Green Week" activities with the company's annual "Bring Our Kids to Work Day" event to educate employees and their children about actions they can take to benefit the environment.

Outside of Philadelphia, Kenilworth business partners will be cleaning up a local wooded area and stream. And Fairmont Hotels have introduced the "Lexus Hybrid Living Suites." From local efforts to high end initiatives, businesses are aggressively capitalizing on Earth Day, even Barbie now has a green-accessories collection just in time for Earth Day.

More companies are using the day to highlight Green products, roll out eco-friendly initiatives and disseminate Green information. Earth Day has moved well beyond the largely student-led groups of the early days and is now a day for business.

Next: Part 2, Earth Day Business Resources / Part 3, Silencing Earth Day Critics

Tuesday, March 31, 2009

The Road to Copenhagen (COP 15): Implications for Business

As business communities around the world are straining under the weight of this recession, in Bonn, UN Climate Change delegates continue to discuss possible frameworks for emissions reductions.

This is a pivotal year for climate change policy, in December, the UN Climate Change Conference in Copenhagen (COP 15) will convene and if they are successful they will forge a new international climate change treaty that will commit all signatory countries to broad reductions in domestic emissions. Ahead of COP 15, United Nations Framework Convention on Climate Change (UNFCCC) meetings are working out the details. See the Timetable for Action on Climate Change.

According to an article written by Ryan Schuchard, manager of environmental research and development at Business for Social Responsibility, this new climate policy will have a direct impact on how businesses operate, including raising the cost of energy, imposing new production process requirements, and changing competitive dynamics.

Understanding the issues associated with the new climate policy has important implications for businesses. Negotiators at the Copenhagen Conference will seek a global treaty for greenhouse (GHG) gas emissions, specifically solutions to the critical problem migrating sources of emissions to the places of least regulation (leakage). And under the notion of common but differentiated responsibilities, all countries will be held "responsible to protect the global climate, but taking into account their different historical contributions and relative capacity to act in requiring commitments."

A global treaty will shape domestic legislation which in turn has major implications for the business community. "[C]reating many layers of price and risk for companies that use, produce, or manage value chains that rely on carbon-intensive energy. Specifically, the treaty is expected to outline regulations and incentives related to not only reducing emissions, but adaptation, technology transfer, finance and international development, a global carbon market, and deforestation."

Although 183 countries have already indicated their willingness to support an updated version of the Kyoto protocol, for the first time the US is expected to participate under the guidance of President Obama.

Perhaps the most significant obstacle to American participation comes from China. American legislators will not ratify cap-and-trade legislation without guarantees that China will participate. "So far, however, China firmly opposes binding commitments, resists the need to act in advance of the U.S., and instead calls on developed countries like the U.S. to provide financial support and a transfer of technologies. Chinese leadership has taken this stance because it believes the country should be as unrestricted in industrializing as the U.S. was under the Industrial Revolution." Further complicating this debate, much of China’s emissions come from manufacturing goods headed to the West.

Business is sure to be affected as climate considerations are being factored into diverse policy arenas. From transportation to agricultural to national security, climate issues are an integral part of our wider economic and social dialogues.

According to an article entitled What Climate Change Policies Mean for Your Business, "policy is part of a general contract between business and society, and social groups may start to hold companies accountable via direct pressure. These actions, according to a recent Harvard paper (PDF), can range from events targeting single companies to strikes and riots deriving from social instability exacerbated by climate change.

The essence of climate policy is putting a price on carbon emissions, which means either regulation by taxes or cap-and-trade. However this also constitutes a regulatory risk as such a system would exposure business to the price of carbon.

Emissions targets can be achieved through direct regulation (a cap-and-trade system or a carbon tax) and various supporting policies. Supporting policies include standards like fuel efficiency. Standards define the requirements for end products and will eventually be applied to the production processes. Technology incentives, include "funding for R&D, the removal of barriers to enter new industries (particularly energy), and financial incentives such as tax credits to encourage companies to generate renewable energy on site."

Market mechanisms can also create positive incentives by taking advantage of the commodity aspect of carbon. The market can "promote activities being done at the lowest-cost locations where investments in activities that reduce carbon emissions are cheaper. With market mechanisms, companies can buy reductions when it is cheaper than “making” them."

The impact of these policies will differ depending on your industry and the country within which you operate. "These types of policies could also influence competitive dynamics. For example, incentives for renewables might lower entry barriers for ICT companies in the energy sector, while feed-in tariffs might enable consumer products companies to develop better cost positions over rivals. Also, with investor groups like the Carbon Disclosure Project demanding more information about companies’ self-appraisals of policy risk, those firms that are willing and able to disclose more have increasingly preferential access to capital."

Carbon taxes could also lead to "reduced availability of carbon-intensive inputs such as steel. Such a tax could also lower demand for products that create higher emissions during their use." Environmental leakage is another big issues, in addition to competition problems.

According to the Peterson Institute and World Resources Institute, the most vulnerable industries are those that have high energy intensity of production, low potential for efficiency improvement, little ability to switch to low-carbon energy sources, and high elasticity of demand. These include, in particular, energy utilities and heavy manufacturing sectors. [While] companies in industries that address adaptation problems, such as pharmaceuticals and biotechnology, stand to gain." Efficiency and renewable energy will be a lot more valuable especially for energy intensive industries.

In a recent interview, Ryan Schuchard predicted that "as the global market mechanisms form, we would expect probably some measures [border taxes or border tax adjustments]. He goes on to explain, "a border tax would be relevant if a country has a tax itself, as opposed to a cap-and-trade system, in which case, a border permit would be more likely. A border tax would probably be relevant for some of the heavy-emitting industries like aluminum, steel, maybe glass, paper products."

"[I]mports would likely be taxed or could be taxed if they were from a country that didn’t have adequate regulations by the view of the importing country... exports being taxed (by) the market that they would be exporting to. Specifically, you would see the most energy-intense or emissions-intense sectors getting likely caught there, and those would be things like aluminum, cement, steel, paper, glass, chemicals, iron -- these sorts of very intense industries. When countries like the U.S., Canada, China and other large countries have more serious taxes or caps on carbon, they would want to keep out or at least put constraints on imports. It’s both competitive and environmental reasons..."

"[N]o matter how you slice it, there’s increasingly pressure for the use and propagation of lower carbon fuel and energy. So being on the right side of that makes sense and that is true both in terms of the direct price on energy and carbon associated with the energy, as well as indirect effects, like how suppliers might be affected, about products that you’re selling. So in very many ways, indirectly and directly, there is increasingly a premium on using and propagating low carbon energy and fuels."

Despite the negative implications for some high energy intensity businesses, there are tremendous opportunities for low-carbon businesses. Many companies that generate renewable energy can expect to grow exponentially. Climate change legislation will drive efficiency innovation and provide opportunities for companies that can exploit novel technological applications.

Next: The Road To Copenhagen: Part 3, Positioning Your Business (Ahead of Legislation)