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Green Management
Taking Steps Towards a Greener Brand
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Using fluorescent light bulbs will cut your organization's energy bills. iStockphoto/schulteproductions Environmental issues are a touchy subject. They continue to polarize opinion, particularly when it comes to government policy and the long-term view. Regardless of your personal views on the subject, however, it's clear that green initiatives are fundamentally important for some consumers. In fact, companies' environmental efforts (or the lack of them) are increasingly being seen as "deal breakers" for many choice-rich, time-poor customers.
Big names such as Microsoft and Wal-Mart are now working on major green initiatives such as harnessing renewable energy; and this both differentiates them and enhances the power of their brands. Likewise, green issues appeal to employees. Most people want to be part of "something good", and this includes being green. According to one report, companies that have good green credentials have higher staff morale, see less staff turnover, and can attract and retain top talent more easily. In this article, we'll outline examples of successful green management including highlighting companies that have saved costs and show how small steps can make a positive impact on your organization.
Office chain Staples saved $4.2 million each year simply by changing the light bulbs in its stores and offices, and another $1.5 million by making delivery trucks more energyefficient. Chemical maker DuPont estimates that it has saved $3 billion from its efforts to reduce carbon emissions. Global coffee chain Starbucks is on track to reduce its energy consumption by 25 percent, which will result in substantial company-wide savings.
Finally, green initiatives can stimulate innovation. Some companies have discovered new sources of revenue or even entirely new products after starting sustainability efforts. Others have discovered that going green has helped them manage risks more effectively, enter new markets, use resources more efficiently, and improve their competitive position.
4. Plant Trees
Where it's practical, you can save energy and improve the appearance of your work environment by planting trees around your building. For example, large deciduous trees planted on the sides of a building that receive afternoon sun (the west and southwest sides of your building if you're in the northern hemisphere; the west and northwest if you're in the southern hemisphere) can help reduce your air conditioning costs by up to 35 percent. You can also reduce costs and improve energy efficiency by shading your air conditioning unit from hot summer sun. Trees also help block cold winter winds. If you can, plant coniferous trees (for the most benefit, plant on the northern side if you're in the northern hemisphere, and the south if you're in the southern hemisphere). This can reduce winter heating costs by up to 30 percent.
5. Telecommute
Allow team members to work from home one or more days each week. This can yield great benefits for both your organization and the environment. First, people who work from home don't waste time sitting in traffic. As well as saving time, this saves gasoline and prevents carbon emissions. (If it makes sense, you can also save money and energy if you shut the office down on telecommuting days.) If telecommuting isn't an option at your organization, create a carpool information board or intranet page to connect people who use similar routes to work. Encourage team members to walk, bike, or take public transportation to the office, and incentivize green travel: For example, you could reward car-poolers with reserved parking. Make it easy for people to start using green transport options by posting transit schedules, bike routes, and details of incentive programs in easily accessible spots.
A green team creates and monitors environmental initiatives that are tailored to your organisation. Members are responsible for seeking new ways to lighten the organization's footprint, and should also report on it. You can use their findings to customize future efforts towards the needs of your organization. Teams such as this create new personal development opportunities, and help to make your organization more cohesive by encouraging colleagues to work towards a common goal. This can be great for morale!
Key Points
Green management appeals to both consumers and staff. It makes a powerful statement about your brand, improves employee health, reduces staff turnover, and can have an impact on your bottom line. The following steps are part of a green approach to management: 1. 2. 3. 4. 5. 6. 7. Watch power use. Think twice before purchasing. Use reusable products. Plant trees. Telecommute. Limit business travel. Create a "green team."
Regardless of your opinions on environmental issues, there are compelling business reasons for thinking carefully about green management.