Green Business is Good BusinessMD Chamber of Commerce Business Policy Conference

Triple Bottom Line: People, Planet, Profit

Why Market Your Sustainability Initiatives?

Benefits to the bottom line:

– Brand Building

– Business Development

– Employee Recruitment and Retention

– Investment Capital

Why: Brand Building

People want to do business with companies they like and perceive as holding values aligned with their own.

Why: Business Development

Over 71% of people say they avoid purchasing from companies with “bad” practices and 79% take corporate values into consideration when making their purchasing decisions.

Why: Employee Recruitment and Retention

• Stronger Employer Brand

• Employees want to work for companies that are considered good corporate citizens

Why: Investment Capital

Positioning your organization as holding sustainable values can help create an advantage when seeking funding.

How?

Corporate Strategies– Pro bono, community involvement

– Sustainable and fair practices, written policies

Marketing Communication Strategies– Certifications and trustmarks

– Traditional marketing

– PR and digital marketing

Sustainable Marketplace

Trustmarks

Certifications

Greenwashing

green*wash: (n) Disinformation disseminated by an organization so as to present an environmentally responsible public image. Environmental whitewash.

How to Avoid Greenwashing?

Good Company or Good Marketing?

– Be authentic and transparent

– Use clear and specific language

– Have a proof

– Walk the talk

What Can You Talk About?

Most common workplace practices:

– Company-wide recycling programs

– Telecommute/rideshare/bike-to-work practices

– Fair employment practices

– Renewable energy or carbon offsets

– Community involvement, corporate-nonprofit partnerships

– Green building/office space

Final Thoughts

• View each project or action through the green lens

• Humanize your effort – adopt a cause

• Work with your brand

Ida Cheinman, Principal, substance151

410 / 732-8379

ida@substance151.com @substance151

www.substance151.com ../substance151