“Not all chemicals are bad. Without chemicals such as hydrogen and oxygen, for example, there would be no way to make water, a vital ingredient in beer.”— Dave Barry
Does your organization merely market itself that it is green, or does it have sustainability as a core part of its mission?
Many companies and organizations advertise themselves as “green” by marketing a single act that makes them more environmentally responsible. While the overall effect of a mass movement to single acts of sustainability is heading in the right direction, it is no longer enough for setting your organization apart from all the others claiming the same thing. Consumers are becoming ever more aware of how sustainable organizations operate, and they are demanding more from them.
According Park Howell’s article, “Why “green” isn’t a sustainable brand differentiator,” it’s not just about saying you are green, it’s about having sustainability as part of your organization’s mission. And the mission has to be “approachable, doable and believable.”
One company with an “approachable, doable and believable” core mission of sustainability is Frito Lay’s SunChips brand. Consider what they have achieved since 2007:
- Purchasing renewable energy credits to offset its energy needs
- Using solar power at its Modest plant
- Reducing the environmental impact of its packaging by introducing a fully biodegradable chip bag in 2010
- Supporting sustainability initiatives, such as helping to rebuild Greenburg, Kansas into the greenest town in America following a devastating tornado
SunChips encourages its customers to join them in making a difference by soliciting their ideas and by rewarding them with cash prizes for the winners.
How can your organization incorporate sustainability into its core mission?
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