SUSTAINABILITY: Hogwash, Greenwash, Brainwash or Lipgloss?

Do you consider sustainability Hogwash, Greenwash, Brainwash or Lipgloss? 

Depending on where you stand, you might sit under one banner.  A Hogwasher may be someone who may be more of a traditionalist who views it just another thing that people are hyped up about that will soon settle down or be replaced by something like 'social media'. 

A Greenwashers may consider those on the GREEN bandwagon, tree huggers, or creating hype or scaring people with "global warming" warning. 

A Brainwasher could be someone who thinks that they've always considered themselves kind to their environment so they don't need someone preaching to them how they are suppose to do something differently.

What about a Lipglosser?  I would say they are in a position that dictates that they cannot ignore that sustainability is an important issue to many, so they better promote themselves or their organization as a caring one.  Don't take my word for it.  Look for yourself, to see how many free images with palms open holding dirt or a seedling to be sure you don't forget to include on your messaging.

Don’t get me started on acronyms as that is being saved for another blog. The idea of sustaintability is something that I hold dear to my heart and yet I wonder if it has been glossed over, compartmentalized like I just did, like so many things, because it’s so timely or “sexy” in referencing.

Let’s get it out in the open and then take each step. What does sustainability mean as it relates to business and marketing.

If you want to understand how the environmental issues are impacting businesses, it is far easier if you have a scientific brain to process "how to reduce carbon footprint"  or ask an organization if it has to pay "carbon taxes" that starts to create dialogue on things that impact their bottom line.    Those that say environmentalists are "tree huggers" was probably have said  the Beatles were a long haired bunch of hippies that wouldn't last in the 1960s -- yet look at how much influence their music and lyrics hit us everyday - on the radio or in advertisements.

To ignore that environmental-influenced buying decisions better not watch CNN or updates on what is happening in Iraq or how BP's Gulf tragedy.  Of course, they impact global financial markets.  We just don't do much about it until it's time to gripe at how much we have to pay at the pump.

Interestingly, as I have conversations with some key decision makers they strike social media and sustainability as something that is appealing today, that will have its time, but go on to other issues. Their previous generation probably said that about the internet.  Then they want to go back to strategies on increase revenue, reduce costs or streamline process.

To ignore environmentally influenced buying decisions is like ignoring how social media will impact how we communicate. So far, many of us, me included, attributed social media as a means to communicate our going ons with friends and family.

You see, there are ways in which to communicate, that relies on anything than paper. Online information has been around as long as Google and inquisitiveness.   There are many solutions available.

Social media really is a means to help the environment. It CAN reduce our footprint. By communicating online, via e-mail or social media, you are not printing on paper. Ironically, the most vocal on sustainability are paper companies. There is the FSC, another acronym, that says that you are printing on environmentally friendly paper or with environmentally friendly printers. It is certainly a start. Yet to think that the main pushers of FSC certification are paper manufacturers is quite crazy! They promote paper products that have less impact on the environment.

So now qualified printers have to prove that they use less environmentally impacted inks and papers to cooincide with your organizations’ sustainable program, but certifying that they are FSC certified?  I've seen it live where someone thinks FSC is ineffective or how I would categorize as "Lipgloss".

As a seasoned business owner or sales professional, take the time to ask your clients or prospects what their personal views are on sustainability.  Ask deeper questions on what corporate initiatives they have in place for sustainability -- don't be surprised if many say they "recycle their paper more" as their contribution.  If you want to find interesting data to introduce sustainability dialogue, just Google "toxic toners"  and you will find a hornets nest after a study in 2007 after Queensland University of Technology Professor Lydia Morawsky released a  study saying that office laser printer could be damaging to your health.  Professor Lydia Morawska found that melted printer toner turns into tiny liquid particles that can be breathed in ...  the debate continues still.

Creating compelling business discussions can create value to those you are finally getting a chance to meet face to face and do something other than a feature/product dump.  Sustainability is not Hogwash, as organizations examine their own corporate culture or what they deem necessary.   I just ask that we refrain from Lipgloss --  for the sake of a marketing campaign --do it for the sake of what it means – reducing your footprint.  Ask your customers what you, your product, service or organization can do to help.

6 comments:

  1. Good entry Jeanette,

    I would like to make a few comments though.

    Firstly, I think that your point re businesses thinking how the environment impacts on business decisions are the wrong way round. What people need to do is think about how their business impacts on the environment. This book is excellent and really puts things into perspective whilst showing what is actually possible with some real examples - http://www.amazon.co.uk/Cradle-Michael-Braungart/dp/0099535475/ref=sr_1_1?s=books&ie=UTF8&qid=1281513824&sr=1-1

    As you quite rightly say, FSC accreditation is a good starting point. It is also a charity supported by Greenpeace, WWF and other NGOs in place to lobby for people to use sustainable forestries for all wood based products (not just paper). It is actually focused on trying to make sure forestries are managed properly so that they will be there for future generations to farm. Responsible forest management is actually very positive. As you allude to though, using an FSC printer isn't going to save the world! You need to look more deeply at printers environmental credentials by looking to see if they use organic inks and are indeed themselves proactively trying to reduce their carbon footprint.

    Social media and the internet isn't going to save the world either- http://www.guardian.co.uk/technology/blog/2009/jan/12/google-carbonfootprints.

    Keep on blogging.

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  2. Thanks Jude. I agree, if I turned it around -- businesses should be looking at how they can improve their environmental footprint. The ones that do, actually do make buying decision by alligning with vendors that match their own goals. I've actively sold in it.

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  3. Jeannette,

    Your blog is interesting. Thanks for sharing, I like the picture of the butterfly! The blog is, hum, I'm not an expert! Thanks again for sharing!
    Will check back later with you!

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  4. Thanks Tulip for the comments. Actually, my 17 y/o daughter is an amateur photographer, yet unbiased or not, she is pretty talented even if she is quite YOUNG!! Come back ANY time, share or follow. THANKS again.

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  5. WIll Smith, Smith To The Power Of 100 Ltd.April 20, 2011 at 9:24 AM

    Great approach as it looks at the myriad of opinions and perceptions on this subject. I also feel that the way the subject is approached forces each of us to think about it in the terms that define who we are and what we do. This makes for great dialogue.

    As a Real Estate Development and Advisory Services Company, we promote sustainable development by expressing it as a double win.

    First we present the business case and that fact that sustainable development makes good business sense and adds to a positive bottom line. Then we deliver the valued added aspect of doing what's right. Our clients and investors get it, and they are as passionate as we do to the message or education being delivered to the target audience in a language they understand.

    The message goes further, faster, when it is in the Wall Street Journal versus being on the side of the granola box, when it comes to changing the thoughts of big business.

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  6. Thanks for your terrific insights Will! I know first-hand that you are passionate about sustainability after hearing you speak at a www.SID21C.com luncheon recently -- loved the term you used: there are those that "get it". Having developed the first LEED Gold project in Calgary - it is an honor to have your comment. If more of us realize that sustainability makes sense not only from a business perspective but also personal one, more will "get it".

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