Destination Sustainability: How to Tell Your Story

Jul 15, 2010   //   by Colin Manuel   //   Leadership, Marketing & Communication  //  No Comments

You get it. After months of meetings, debate and analysis, you’re finally taking your first steps toward becoming a more socially and environmentally responsible company. Now that you’ve charted a course, how will you share your motivations and actions with the world?

Why You Should Communicate Early and Often

  1. Gain credibility by sharing the good and the bad – MolsonCoors recently announced the results of their sustainability initiative.  Compared to the year prior, MolsonCoors increased water use by 3%, but lowered emissions by 15%. This is exactly the kind of honest self-evaluation that lends you credibility.
  2. Grow your impact by inspiring others by your example – Many say that Patagonia wrote the book on sustainable business. Today, Patagonia is teaching Wal-Mart how to apply their sustainability practices on a larger scale. Who can you partner with as either teacher or pupil?
  3. Attract investors passionate about sustainable businesses – When it comes to long-term return, shareholders increasingly turn to sustainable businesses. Socially and environmentally responsible companies offer lower risks compared to “business-as-usual” firms.

Transparency: Leading by Example

Transparency can be frightening. When you’re just learning to walk, you’d rather not have a million people see you stumble. But if you open up and share your efforts early, you’ll scale the learning curve far faster than you could have on your own. So ditch the excuses and start engaging openly and honestly from the start.

Are you ready to talk? What’s holding you back?