BE Blogs: A Voice for Responsible Business

As part of our sustainability pledge to discuss best practices openly and honestly, we share insights that allow others to effect change in their community. While companies have responsibility to drive change internally, we believe they also can add to their insights and impact by sharing their experience with others.

Come by often to read the latest news, subscribe to our blog via email or RSS reader. Even better, join the conversation and share your ideas on how business can be a force for good in your community and environment.

How Corporate Responsibility Helps Your Company Hire Better

Nov 2, 2011   //   by Bradley Short   //   Company Culture, Featured, Human Resources, Leadership, Operations Management  //  No Comments

We’ve talked about how CSR helps companies before on the BE blog, especially with regard to Gen-Y employees.  Responsible companies are much better at recruiting, engaging, and retaining employees than ones without a sustainable focus.

I got to interview Aman Singh of In Good Company about this very idea for HireBetter’s blog.  (HireBetter is one of BusinessEarth’s portfolio companies.)  In our interview, she laid out how good corporate citizenship helps firms recruit and engage top talent more than ever.

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Does your small business really need CSR?

Oct 20, 2011   //   by Bradley Short   //   Blog, Investors & Stakeholders, Leadership, Social Entrepreneurship  //  1 Comment

Lots of people may ask, “Why should a company implement a corporate social responsibility program?”  But what they really mean is, “Why should my company buy into CSR?”  And it’s a valid question, especially for a small enterprise.  Why should a small company devote the time and resources it takes to become more socially responsible?

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Get in the Game: Use Gamification to Drive Sustainable Action

Sep 27, 2011   //   by Bradley Short   //   Blog, Marketing & Communication, Technology  //  2 Comments

For many customers, green has lost a lot of its luster.  Yes, consumers care about the environment.  Yes, they reward good corporate citizens and punish bad ones.  And yes, sustainable companies often outperform the general market.  But mainstream America still has yet to embrace green practices as the norm.  How do we revive mass-market sustainability now that the “green party” is over?  How do we take green from niche to normal?

How to create behavior change:

Enter Gamification.  As explained in the video below, “gamification is the process of using game thinking and mechanics to engage audiences and solve problems.”  In simpler terms, gamification takes the same reward systems that make games fun and applies them to real life actions.

Games are designed to push the little buttons in our brains that signal rewards for certain behaviors (which is also why they’re so addictive).  If you can align your green product or service with that primitive desire, you’ll reap profits while we all receive environmental benefits.

 

So what does gamification have to do with sustainability?

Game mechanics can take an idea that is sometimes associated with guilt: green, and turn it into a competitive and engaging social activity.  What if “green living” turned from a culturally divisive lifestyle choice into a friendly competition?

 

How would this look in practice?

For this illustration, let’s use a public transportation company.  It could be a bus system, a subway; it doesn’t matter.  What if this PT system successfully designed an online game where users competed against their peers to earn rewards by utilizing public transportation rather than driving places?   Users would earn points by swiping their metro card, and by doing so, would achieve a higher status in their online world.  They’d compete on things such as pounds of carbon saved, or gasoline saved, or something of the sort.  Furthermore, they would be able to see the points and status of closely ranked friends, and the service would tell them how to “beat” the person directly above them, encouraging deeper engagement.

Of course there are environmental flaws in a system like this, but you get the point.  Soon enough, riding the bus isn’t about saving a couple of bucks on gas, it’s about beating your friends and becoming the winner…for now.

 

Now, come up with your own ideas!

Our example is enough to get the point across, but you all probably have much better ideas.  How would you use gamification strategies to drive your customers (or your employees) to green action?  And for a deeper explanation of gamification and its opportunities, check out the video below.    It might just make for the most interesting hour of your day.

 

Image used under Creative Commons from harrisonweber.

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