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Don’t Insult Employees With Sustainability “Nudges”

The SSC Team May 19, 2016 Tags: , , , , , , Strategic Sustainability Consulting No comments

Just a few years ago, everyone seemed to have a signature block pleading for the trees – “Don’t print this e-mail for our planet” or “Think before printing this email.”

And then those tree-loving messages mostly disappeared.

Marketing and behavioral research may be indicating that “nudge” marketing, or deliberately manipulating choices to change behavior, may backfire.

Nudges can be condescending If your employees need to print a report, then they need to print the report. Using an email signature line to signal to one another that individuals aren’t capable or committed enough to make green choices without constant reminders can come off as condescending and put employees on the defensive about sustainability communications.

Even when nudges “work,” they may not achieve the ultimate goal To print or not to print, that isn’t the question. When the formerly ubiquitous email signature became popular, maybe companies did see a decrease in paper use for a time. But did the nudge truly make a difference over the long term? Was there a paper use policy in place to create lasting institutional behavioral change? Were employees motivated and engaged enough to carry the behavioral change over to their home lives or their next job? That’s sustainability. Nudge marketing is a blip in the radar.

Nudges may backfire! Imagine putting up a sign in the office restrooms over the paper towel dispenser (100% post-consumer recycled paper towels, mind you) that reads: “Remember: Paper towels were trees once.”

Although you’re trying to nudge employees into using less, thus landfilling less, you may immediately find that employees not only aren’t using less paper in the restrooms, but they’re also not participating in any other office sustainability efforts. What went wrong?

Look at the bigger picture. Employees may be infuriated that the air conditioning is still set at 60 degrees and the building lights are on all night, but “you want us to walk around with wet, clammy hands all day so you can save a few dollars on paper towels?”

Just stop nudging altogether in sustainability efforts. Don’t rely on a potentially condescending, ineffective tool to alienate employees. Instead, try educating employees, involving them in the process, and using motivational tools to create lasting change.

Have you seen workplace or marketing “nudges” that backfired? Let us know in the comments.

 

 

A Conference to Check Out: Mark Your Calendar for SXSW Eco This Fall

The SSC Team April 5, 2016 Tags: , , Strategic Sustainability Consulting No comments

Like TEDTalks, we love hearing from the world’s best and brightest. This year’s SXSW conference in March had some interesting forums on niche sustainability issues – like diversity in the sustainability field and greening the Super Bowl – but SXSW Eco is where the conference organizers devote an entire three-day conference on environmental and sustainability issues.  

To get your mind racing, catch up on the 2015 SXSW Eco Sessions now, read this guest blog about renewable energy, and talk yourself into booking that fall trip to Austin.

Have you attended a worthwhile conference that we should put on our radar? Let us know in the comments! 

 

 

 

 

Find Sustainability Mentors to Help Guide You

The SSC Team March 22, 2016 Tags: , , Strategic Sustainability Consulting No comments

Everyone talks about mentoring, some with an eye roll and some with awed reverence of that one person who changed me forever. If you’re a sustainability consultant, you should be looking for mentors in places you may not have thought to look.

The obvious places we look for sustainability mentors: other consultants, professors, sustainability leaders.

But running a consultancy is more about sustainability, it’s about business skills. And, therefore, looking for mentors across the spectrum to help you build the support skills to run a business is crucial. And, even more interesting, you don’t even have to know your mentor to learn from her.

Look to people outside of sustainability and use best-practice from other fields to improve your own business as a sustainability consultant.

You’ll need much more than sustainability knowledge for your consultancy to succeed as a viable, profitable business. You’ll need to know how to sell, manage employees, manage clients, work with media, and keep up-to-date on everything from small-business taxes to major moves in sustainability reporting and policy.

It’s a big job, and you’re going to need all the help you can get!

Do you have a great “virtual mentor”? Tell us who it is in the comments.

 

 

Find Sustainability Mentors to Help Guide You

The SSC Team March 22, 2016 Tags: , , Strategic Sustainability Consulting No comments

Everyone talks about mentoring, some with an eye roll and some with awed reverence of that one person who changed me forever. If you’re a sustainability consultant, you should be looking for mentors in places you may not have thought to look.

The obvious places we look for sustainability mentors: other consultants, professors, sustainability leaders.

But running a consultancy is more about sustainability, it’s about business skills. And, therefore, looking for mentors across the spectrum to help you build the support skills to run a business is crucial. And, even more interesting, you don’t even have to know your mentor to learn from her.

Look to people outside of sustainability and use best-practice from other fields to improve your own business as a sustainability consultant.

You’ll need much more than sustainability knowledge for your consultancy to succeed as a viable, profitable business. You’ll need to know how to sell, manage employees, manage clients, work with media, and keep up-to-date on everything from small-business taxes to major moves in sustainability reporting and policy.

It’s a big job, and you’re going to need all the help you can get!

Do you have a great “virtual mentor”? Tell us who it is in the comments.

 

 

Find Sustainability Mentors to Help Guide You

The SSC Team March 22, 2016 Tags: , , Strategic Sustainability Consulting No comments

Everyone talks about mentoring, some with an eye roll and some with awed reverence of that one person who changed me forever. If you’re a sustainability consultant, you should be looking for mentors in places you may not have thought to look.

The obvious places we look for sustainability mentors: other consultants, professors, sustainability leaders.

But running a consultancy is more about sustainability, it’s about business skills. And, therefore, looking for mentors across the spectrum to help you build the support skills to run a business is crucial. And, even more interesting, you don’t even have to know your mentor to learn from her.

Look to people outside of sustainability and use best-practice from other fields to improve your own business as a sustainability consultant.

You’ll need much more than sustainability knowledge for your consultancy to succeed as a viable, profitable business. You’ll need to know how to sell, manage employees, manage clients, work with media, and keep up-to-date on everything from small-business taxes to major moves in sustainability reporting and policy.

It’s a big job, and you’re going to need all the help you can get!

Do you have a great “virtual mentor”? Tell us who it is in the comments.

 

 

Grow Your Sustainability Consultancy Business by Speaking Your Client’s Language

The SSC Team July 7, 2015 Tags: , , , , , , , , , , , , , , , , , , , , , Strategic Sustainability Consulting No comments
Enjoy this blog from the SSC archives: So, you know all about your prospective client and you’ve decided on the strongest business case for sustainability for their situation. Now it’s time to win them over and solidify the relationship with a smashing proposal or pitch.

1) Don’t think of a pitch as a sell, think of it as an educational opportunity

Don’t worry so much about whether or not the client is going to hire you at the time you are meeting with them. Instead, treat it like a customized webinar or mini-conference where you are showcasing your knowledge about sustainability, the realities of where the economy is heading, their specific opportunities in relation to sustainability, and what they will need to do to get ahead and effectively adopt sustainability in their corporate strategic framework. You are just showing them the raw ingredients, while keeping a hold of the recipe. 

2) Start at the very beginning, a very good place to start

So, you know all about sustainability. And you know all about your prospective client. Unfortunately, your audience, be it the CEO or a mid-level executive, may not know much more about sustainability than “I think it costs a lot, but everybody seems to be doing it.” Clear that up right away with a brief definition of strategic sustainability – use the definition you use for your own consultancy. Make sure the client know that sustainability is a business framework, not a philanthropic or public relations gesture. Drop a few names, too – Wal-Mart, GE, Nike, Rio Tinto, Toyota. It doesn’t hurt for your client to know that they are joining the ranks of commerce’s elite.

3) Stress the long term and a future of change

“Fundamentally, corporate sustainability is about exploring the next way your company will be successful, because almost all the things you currently rely on -- energy, supply chain, consumers, investors, regulation -- are going to change,” said David Bent from the non-profit sustainability organization Forum for the Future in a blog series for Greenbiz.com. Changing times demand that companies factor in future risks, such as rising energy prices, increased regulation, and pressure from consumers, into their strategic plans. Since many of these future risks and market changes are going to stem from environmental and social concerns, integrating sustainability principles into the corporate framework now, to address these issues now, isn’t just a “cost” to the business, it’s an investment in the future risk management. “You can’t predict ‘the’ future, but you had better be prepared for possible futures with a portfolio of strategies – and a business case – that ‘future-proof the company’ by diversifying your risk going forward,” advises Gil Friend, founder and CEO of Natural Logic. You must stress this fact to prospective clients – they will probably have to become sustainable eventually, but they might as well make some money doing it proactively instead of reactively. Just be sure to avoid scare tactics or pressure. The fact is: the world is changing, and change can be good.

4) Look to frame sustainability as a driver for innovation and opportunity

Find examples of “play-to-win” organizations that have used sustainability to tap into new opportunities (destroying the competition in the process) to help sell the concept. Companies are inherently competitive, but often are mired in a “compliance mentality.” Remind your audience that business is a battlefield; you might be able to tap into that competitive spirit. Use what you know about the company’s competitors or industry to highlight how the sustainability program may get them ahead of the game.

5) Present the client’s customized business case in a language that everyone can understand – shareholder value

It’s meat and potatoes time. You’ve briefly discussed sustainability, the risk of not acting, and the opportunity gained by taking action. Next is what they’ve all been waiting for – the business case. At this point, be fairly specific about what you feel the key “value drivers” of a sustainability program will be for this specific organization. First, present the business case. For example, an engineering firm with a zillion vacancies on its “careers” page and a reputation of an ‘old boys club’ may benefit from a sustainability program stressing competitive advantage – a program that will help its recruitment program, shape its industry, and help it become an early mover on new and emerging areas for growth (like green design, perhaps). Second, present the projected investment (in time and money) and the estimated return on investment (ROI). According to Friend, the business case has to provide a clear ROI in the financial, operational, and strategic dimensions. But be clear that ROI in sustainability isn’t only about short-term dollars and cents. When you are talking about elements like “recruitment” and “industry shaping,” be sure to clarify that these, albeit not short-term financial returns, are “indirect” returns. While direct returns include costs (lighting retrofits or waste-reduction), indirect returns ( impacts on brand reputational value, employee productivity and retention, product quality, community goodwill, etc.) can open companies to new business as much as any marketing plan while helping reduce risk. For an in-depth discussion on costing for sustainability, check out the book Making Sustainability Work by Marc Epstein. Third, use statistics, examples, graphics, and best practices, briefly but effectively, to back up your claims on how your proposed programs can directly affect shareholder value through direct and indirect returns. Finally, give the client a path on how a sustainability program for this value driver might be incorporated into their organizational framework.

6) Don’t frighten them off

Although you may have made an amazing pitch with ROI analysis that just can’t be denied, a client may still balk. “But we don’t have $150,000 for a lighting retrofit, even if we know it will save us $300,000 over the next six years…” Yes, it may be ideal if you could tackle each value driver head on, re-write the strategic plan, and reorganize the company, but, more likely, the financial minds at your prospect’s firm are going to be reluctant to loosen the purse strings. To help ease them into the process (and help you begin to form a long, trusting relationship), break it down into steps. Begin with saying, “Now that I’ve presented the strategic sustainability framework that will eventually deliver the most value to your organization, let’s talk about where we begin. Every journey starts with a series of small steps…” At this point, have one or two programs that will work as small but effective pilot programs for this broader sustainability plan. Try to find the one or two manageable programs with the lowest-hanging, least expensive fruit, and suggest that the client give them a try first. The pilots will help you build credibility with the CFO’s office, as well as awareness throughout the rest of the organization. Hopefully by achieving documented success with the first few pilot programs, the company will continue to draw on your services to expand into the more complex strategic development of their sustainability program (that you were the architect of).

7) Be straightforward about the business relationship

Once you’ve delivered the presentation (no more than an hour of their time) and have some concrete offerings available for them (green audits, waste audits, pilot ‘Green Team’ programs, stakeholder engagement initiatives, or whatever your other pilot programs were) be ready for questions. Know how long each program will take and what it may cost if they suddenly want to go whole hog. Be prepared to answer detailed questions about customer service, your ‘next steps’ in project development, your experience, your resources, costs of your service, as well as costs directly to them (retrofits, training investments, life-cycle-analyses, etc.) and the overall estimated ROI for each suggested program. Instead of spending your time trying to convince the client through testimonials of how great you are, just do what you do best: consult them. Show them what you know and use examples from research or from your past experience to illustrate how they, too, can meet their goals, transform their business, reduce their risk, and increase shareholder value through sustainability. You are simply the person with the tools to help them get the process started. Find out how you can become a better sustainability leader in one of our latest blogs.