Green Business is Good Business MD Chamber of Commerce Business Policy Conference.

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Green Business is Good Business MD Chamber of Commerce Business Policy Conference

Transcript of Green Business is Good Business MD Chamber of Commerce Business Policy Conference.

Page 1: Green Business is Good Business MD Chamber of Commerce Business Policy Conference.

Green Business is Good BusinessMD Chamber of Commerce Business Policy Conference

Page 2: Green Business is Good Business MD Chamber of Commerce Business Policy Conference.

Triple Bottom Line: People, Planet, Profit

Page 3: Green Business is Good Business MD Chamber of Commerce Business Policy Conference.

Why Market Your Sustainability Initiatives?

Benefits to the bottom line:

– Brand Building

– Business Development

– Employee Recruitment and Retention

– Investment Capital

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Why: Brand Building

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

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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.

Page 6: Green Business is Good Business MD Chamber of Commerce Business Policy Conference.

Why: Employee Recruitment and Retention

• Stronger Employer Brand

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

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Why: Investment Capital

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

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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

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Sustainable Marketplace

Page 10: Green Business is Good Business MD Chamber of Commerce Business Policy Conference.

Trustmarks

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Certifications

Page 12: Green Business is Good Business MD Chamber of Commerce Business Policy Conference.

Greenwashing

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

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How to Avoid Greenwashing?

Good Company or Good Marketing?

– Be authentic and transparent

– Use clear and specific language

– Have a proof

– Walk the talk

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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

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Final Thoughts

• View each project or action through the green lens

• Humanize your effort – adopt a cause

• Work with your brand

Page 16: Green Business is Good Business MD Chamber of Commerce Business Policy Conference.

Ida Cheinman, Principal, substance151

410 / 732-8379

[email protected] @substance151

www.substance151.com ../substance151