Leaning into the Green by Lora Smith

Many years ago, a friend of mine asked if I would consider joining him as a volunteer at our city’s inaugural “Household Hazardous Waste Day”. I was to create a poster to drive attendance to the event, handle PR, and then work during the event. It seems that my poster was effective! Citizens came by the dozens and I spent the entire day directing people to the correct table to dispose of their nasty substances. I had a fabulous time – creating compelling messages, giving back to the community, and sparing our environment of a few more tons of waste. This, it seems, was a prophetic start for an interesting career.

My business partner began her journey towards all things environmental while she was expecting her first child. The realization that formerly innocuous cold medicine could not be consumed while pregnant got her to thinking: what is actually in the food that I eat and what else should I be avoiding? In her admirable Engineering-trained way, she got to work and studied just that. Her findings startled her to thinking not only about her own body and that of her unborn child, but also about our town, country and earth. What apparently innocuous substances are poisoning our environment and what can we do about it?

The protection of the environment is certainly not a new topic, but in just a few years we have moved to a place where sustainability and protecting the environment is on most people’s radar, has become common platform for government, and is a major issue for business.

Like any initiative, there is a continuum where some organizations are much further ahead than others. Some businesses are actively measuring their greenhouse gas emissons (GHGs), buying renewable energy credits (REC’s), building certified LEED buildings, and living up to stated and measurable sustainability policies. Others have changed their light bulbs to energy efficient company fluorescents or “CFLs” and figure they have gone as far as they need (or want) to go.

Small and medium-sized businesses – of which there are over two million with less than 500 employees in Canada – are getting more involved, but potentially to a lesser extent than big businesses. Environment Canada’s research on pollution trends over the last five years shows large firms appear to be outperforming smaller firms in reducing pollution. And given the resource restraints of the small and medium-sized business in an increasingly competitive and global marketplace, it’s no wonder.

Most small and medium-sized business owners indicate an interest in improving their environmental practices but many do not have the knowledge or resources to begin the process.

A vast amount of environmental information is available these days, but applying it and ensuring the value or return on investment can be complex and time-consuming. On the technology front, it is difficult for business owners to wade through the options and determine a long-term path forward. They are often simply trying to solve an urgent problem (“My boiler is not working and it is -30º outside!”) and may rely on the expertise of a sales agent who is selling one type or brand of product. Lastly, financial resources are a common barrier to action.

So, while there might be a will to become a better steward of the environment, there is a common misperception that it takes substantial green to become green. In fact, businesses can significantly save money by reducing energy usage.

Aside from being “the right thing to do” for future generations, what can companies expect?

Industry leaders like Quebec-based paper and tissue manufacturer, Cascades, will tell you that that they have made impressive gains in energy efficiency at all their plants and have reduced their energy costs. More and more clients and partners are demanding to do business with responsible suppliers and this positively supports their brand. Employees are proud to work in an environment that supports a good cause and this good reputation extends to the recruitment of new employees. In addition, many government bodies and provincial utilities are willing to fund environmental or energy saving projects which takes the bite out of retrofit or building costs and encourages investment.

The benefits of top-line and bottom-line improvements as well as customer and employee loyalty are available – indeed crucial – to small and medium sized businesses as well. But where do these busy entrepreneurs start? How do these initiatives fit in to an already over-flowing week?

Our company, Lean into the Green, specializes in helping businesses save money by becoming more energy aware: Identifying the uses of energy, prioritizing the energy savings opportunities, and then applying for project grants and funds. The second part of the engagement involves incorporating the company’s green efforts into their corporate and brand image.

The marriage of environmentalism and marketing is again, not necessarily a new topic, but one that energizes my partner and me. It’s a logical way to comprehensively address a company’s cost structure, product design and development, brand and marketing, customer and employee loyalty. Stay tuned to this column for more on the business of being green…

Lora Smith and Sue McLennan are the enthusiastic partners of Lean into the Green, an energy management and marketing consulting company. Check out www.leanintothegreen.com for more information.

[/fusion_builder_column][/fusion_builder_row][/fusion_builder_container]