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

Triple Bottom Line: People, Planet, Profit

Why Market Your Sustainability Initiatives? Benefits to the bottom line: – Brand Building – Business Development – Employee Recruitment and Retention – Investment Capital

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

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.

Why: Employee Recruitment and Retention Stronger Employer Brand Employees want to work for companies that are considered good corporate citizens

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

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

Sustainable Marketplace

Trustmarks

Certifications

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

How to Avoid Greenwashing? Good Company or Good Marketing? – Be authentic and transparent – Use clear and specific language – Have a proof – Walk the talk

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

Final Thoughts View each project or action through the green lens Humanize your effort – adopt a cause Work with your brand

Ida Cheinman, Principal, substance /