sustainability

How patriotism just might change environmental behaviors

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This week on Triple Pundit, Suzanne Shelton (@sheltongrp), raises an interesting question, Could patriotism motivate Americans to use less energy? This resonated with me, because it’s related to an important discussion I had with my co-editor Lee Ahern when we were developing our book on environmental communication a few years ago. How do you convince a person to adopt environmentally-friendly behaviors? Tom Crompton of World Wildlife Fund and Common Cause Foundation wrote a white paper stating that a marketing approach (selling people on incremental changes over time) doesn’t work, because as soon as the behavior becomes difficult or requires a person to make significant sacrifices, he or she will likely abandon it. Instead, Crompton recommends tying environmental behavior to values that motivate, such as patriotism. Patriotism is used to sell all kinds of products (cars, guns, burgers), and it has been a strong motivator for many other behaviors (voting, military service, etc) as well. But, is it possible to convince the public that environmentally-friendly behaviors are patriotic? Shelton makes these three relevant points in her post.

  • First, climate change is becoming a security threat to our military. Her blog post shares a panel discussion by military leaders that explain why this is the case. The changing weather patterns are creating unrest in regions around the world and putting our military directly in harms way. Read the blog post for a full explanation.
  • Second, patriotism plays well with groups who are not typically receptive to climate change arguments, so this could be a path to persuasion for some of these groups.
  • And, third, people who feel the greatest threat or danger will be the most likely to take action. In this case, military families who can see the practical implications for making sustainable changes will be most likely to support the change, reduced energy use. And, they can be a voice to appeal to the broader population.

If you’re interested in the discussion about marketing vs. values appeals for environmental behavior change, check out our book. It’s a few years old, but the chapter authors make some compelling arguments for how to motivate audiences.

 

Telling a company’s sustainability story

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I just read a great article on Triple Pundit about using narratives to tell a company’s sustainability story. Nicole Skibola from Centurion Consulting offers some excellent suggestions, but my favorite is to think about your audiences as actual people, not as categories. Don’t try to craft communication for “customers” or “law-makers” but rather think of specific individuals whom you are trying to reach. That will help you create a more interesting and compelling narrative for your audiences. Yes, it’s a lesson from communication 101, but sometimes we get lost when communicating about complex subjects, like sustainability. It’s good to remember that at the other end of the message is the receiver, a real person.

Read the full article here to learn about the three step process to developing an effective narrative for sustainability:

http://www.triplepundit.com/2014/09/tell-companys-sustainability-story/

Don’t be gloomy: A marketing strategy for sustainable products

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According to a recent article in Triple Pundit, a popular panel session at SXSWeco offered a fresh perspective on sustainability marketing.

Want to sell more of your sustainable products? Time to drop the green finger wagging and start peddling a more joyous life

What motivates consumers of green products? “Empowerment, efficacy, and fun.” One of the panelists shared his observations on trends over the past few years.

…[trends have changed from] pre-recession, where the focus was abstractly on “the environment,” to the recession years, where the focus was on saving money, to the emerging post-recession context, where the focus is shifting towards the health and wellness of the individual consumer. In this new highly-personal context, empowerment is in and guilt is out.

If this is true (and I would love to see the underlying research), then we are seeing a shift in values around sustainability. Rather than being motivated by guilt or fear, consumers of sustainable products are driven by a desire for enjoyment and empowerment. Frankly, it sounds like future sustainability campaigns may be a lot more fun to create!

Read the article here: http://www.triplepundit.com/2013/10/sell-sustainable-product-stop-being-gloomy/

U.N. Climate Change Report Released: Corporations Should Take Notice

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The UN released a report on climate change today, and it points to human behaviors as a primary driver of global warming. Here is a quote from the article:

Even if we end carbon dioxide emissions today, effects could linger for hundreds, if not thousands, of years. And certain changes may already be irreversible.

via U.N. climate change report points blame at humans – CNN.com.

Scary words. If I worked in a corporate communications or sustainability department today, I would be planning ways to promote my responsible environmental behaviors in the coming weeks and months. This kind of news has a way to coming back around to those who hold the most responsibility. People want someone to blame, and research shows that the greatest amount of emissions come from energy and industry, as I mentioned in my earlier post.

Many large corporations take environmental sustainability seriously, and they work to keep their emissions low. However, 50 companies are responsible for 73% of greenhouse gases, according to the CDP. They need to take notice and step up their efforts to minimize environmental impacts. Otherwise, the fear that this news creates will be redirected as anger toward the companies that have had the largest role in the problem.

And what about policy? This is just the kind of news that creates more public will for energy and environmental policy. It comes on the heels of recent proposals by the EPA and the Whitehouse that will limit emissions from power plants and fund research into new clean technologies. Now would be a good time to propose more policies that move us toward renewable resources.

You can read the report at climatechange2013.org.

50 Companies Responsible for 73% of Greenhouse Gases, according to CDP

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The Carbon Disclosure Project released its  CDP Global 500 Climate Change Report 2013 today. The report includes the Climate Performance Leadership Index (CPLI) which features companies with strong climate strategies. In addition, the report found that 50 of the Global 500 companies are responsible for 73% of greenhouse gas emissions. This is astounding. According to the report, carbon emissions from these companies have risen year over year. You can find more information in the report or at the links below.

More  info:

10% of world’s largest companies (Global 500) produce 73% of greenhouse gases 

Results Released Today by 2 Ratings Heavyweights – Blog | SustainAbility.

Energy Transitions: Natural Gas

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After thinking a bit more about my post yesterday on Energy Policy and Transitions, I realized that the US may be in the middle of a transition, due to the sudden discovery of a large reserve of shale gas.

According to a New York Times story published in August 2013, “By 2020, new oil and gas production could increase the country’s economic output by 2 to 4 percent beyond what it otherwise would be, add as many as 1.7 million jobs and perhaps reduce the bill for energy imports to zero, according to a report by the McKinsey Global Institute.”

Another study found that the Cost of Natural Gas Used in Manufacturing Sector Has Fallen due primarily to the increase in availability through shale extractions.

However, the benefits of shale gas need to be balanced with the environmental risks that fracking brings. Many advocacy groups have raised concerns about air and water pollution as a result of the extraction process. Careful consideration of these potential consequences is needed in the creation of reasonable energy policy.

Dennis Treacy from Smithfield Foods to speak on Sustainability at Penn State University

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Next week the Arthur W. Page Center has the honor of hosting Dennis Treacy, Executive Vice President and Chief Sustainability Officer for Smithfield Foods. Dennis has agreed to speak to students, faculty and the public about “Smithfield’s Sustainability Journey.” Dennis has been a tireless advocate for sustainability within Smithfield, and we are so pleased to have him talk with the Penn State campus community about his work.

If you wish to join us, see the details below:

Who: Dennis Treacy, Executive Vice President and Chief Sustainability Officer, Smithfield Foods.

When: Monday, March 18, 6 pm

Where: Foster Auditorium in the Paterno Library

What: Treacy will give a talk on “Smithfield’s Sustainability Journey.”

For more information, contact me at dsb177@psu.edu.

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Why aren’t companies talking about climate change strategies?

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I enjoyed reading this TriplePundit article earlier in the week, Levi’s Quietly  Announces Climate Change Strategy. It touches on a trend that I think a lot of us are observing: companies are actively addressing sustainability issues but they’re not really talking about it publicly. This is particularly true for climate change strategies. And as Mike Bellamente notes:

The unfortunate reality is that climate change remains such a high voltage issue for people that addressing it as a corporation can no longer be effectively marketed as a benefit to consumers….People don’t want to be saddled with the world’s problems when they are out buying jeans. In fact, consumer brands are more likely to risk alienating politically conservative consumers (53% of whom deny global warming) than they stand to gain in boosting sales for demonstrating leadership in corporate responsibility.

At the same time, companies are aware of the risks of climate change, and they are actively addressing them in their business strategies. As one sustainability communicator told me recently, until there is pressure from financial analysts to report on these issues, companies won’t take the risk.

This creates an interesting challenge for public relations departments that want to tell their companies’ stories, but part of the story brings too great a risk. Does the fact that companies are making a priority of sustainability and climate changes strategies obligate them to talk about it? One could argue that by not talking about it, companies are missing out on the opportunity to educate the public on the importance of these issues. And, that could explain, in part, why there is such a disconnect between business behavior and consumer behavior around global environmental issues.

The biggest challenge, of course, is the economics of sustainability. As long as green products cost more than other products, they will be considered a luxury. I appreciate a recent blog post by Robert Axelrod at Fleishman Hillard which suggests that green products be discounted. While this may raise questions among consumers about the quality of green products, it will certainly drive purchasing behavior.

Building a Business Case for CSR | Institute for Public Relations

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The Institute for Public Relations housed at the University of Florida is an excellent resource for public relations and communications professionals. Check out this excellent post on the IPR blog by Linda Locke at Reputare. She discusses the findings of a number of published research studies on the impact of sustainability and CSR on business outcomes, such at earnings and brand value.

Sustainability reporting: How it’s useful for PR and communication

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Here’s an article written by one of the most energetic and fascinating people in sustainability communication, Lynnette McIntire at UPS (check out some of her work on the UPS blog). The article, titled Why I Love the Sustainability Report Assurance Process and published on Triple Pundit website back in August, shares McIntire’s appreciation for the utility of sustainability reporting. Public relations and communication groups are beginning to view the sustainability report as more than just an opportunity to talk about the good actions of a company. It is a management document that allows for greater accountability within the organization by identifying opportunities and holding the company accountable for responding to them. The document also can become a tool for media relations and activist communication by quantifying an organization’s performance improvements year over year.

Producing a sustainability report requires a high level of investment from a company, and as McIntire says in the article, “gone are the days when carpooling and lighting upgrade stories and smiling volunteer photos made the grade. Now, credible companies talk about such contentious topics as human rights, climate change, racial diversity, sexual orientation and product responsibility.” Companies have the opportunity to take a closer look at their impact on society through the arduous process of compiling a sustainability report.

Check out Lynnette’s work on the 2011 Sustainability Report for UPS. It is a model of goal setting and reporting.

For those of you interested in how sustainability reporting can be leverage in social media, here is the Social Media Sustainability Index published earlier this year. It’s full of interesting examples of sustainability communication on the web, and I’ve found the material in the report to be somewhat useful for strategy development.

Sustainability communication strategies: the good and the bad

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I’ve been reading through a series of articles on CR communication by AHA! found on the Triple Pundit website. Jen Boynton offers some interesting insights in her articles Why Communication Should be at the Heart of Any CSR Strategy, 5 Reasons Why You Need a CSR Communications Roadmap, and Top 10 Mistakes in CSR Communication on how CR communication can help an organization meet its sustainable business objectives.  A few points resonated with me and fall in line with research I’m conducting with sustainability communicators at large corporations in the US. This group of passionate communicators loves to talk about their companies’ sustainability efforts, but they’re also candid about the struggles of communicating complex issues to sometimes apathetic and sometimes hostile audiences.

So, here are a few thoughts that I would pass along from Boynton’s articles and from my own experiences. First, if you’ve done something, say it. I’m always surprised when sustainability reputation and reality don’t match. In fact, I’ve talked with a number of companies that the public ranks poorly in sustainability, but the real numbers tell another story. In this case, the companies need to be the ones telling the story. But, often these organizations are afraid of greenwashing, so they err on the side of working quietly behind the scenes. Though this is an honorable approach to sustainability activities, it isn’t helping the companies gain the reputation that they deserve. Transparency can help prevent greenwashing and still let companies tell their story.

However, let’s be honest; not everyone cares about your sustainability efforts as much as you do. Frankly, most people only pay attention when a company is causing harm to the environment. They really don’t care that the company reduced its carbon impact or uses less water in its production processes. They just expect that kind of activity from corporations. So, spending inordinate amounts of time and effort to reach a broad audience with messages of sustainable business practices may not be the best use of resources. Rather, these audiences may want to know about your cause marketing efforts toward environmental issues.

But, some audiences do care. Advocacy groups, local government leaders, community members, and employees want to know about the efforts companies are making to minimize their impact on the environment, so take time to talk with these audiences and listen to what they have to say about your actions. This will build trust and openness in the relationship and lead to long-term gains in reputation.