High-profile leaders gathered to discuss opportunities in the world of environmental capital at the Eco:nomics Conference, and the identify what the best practices where when applying green marketing. The include: looking for the “low-hanging fruit” for quicker ROI, giving customers reasons to adopt environmentally responsible behaviors, making the message personal by explaining how a consumer’s purchase has direct environmental results, and avoiding a hard sell on environmental benefits.
General Electric (GE) one of the world’s largest manufacturers of wind turbines has landed a $1.4 billion contract to supply wind turbines and related services for Caithness Energy’s Shepherds Flat 845MW capacity wind farm. The Shepherds Flat project when completed will cover an area of 30 square miles, in Morrow County, in the Northeast portion of Oregon, near the town of Arlington and will feature 238 GE 2.5xl wind turbines to be installed in 2011-2012.
There’s been a lot of discussion about elevating corporate responsibility to become a strategic driver of your business. Most companies would like to benefit from their ethical efforts in the form of increased customer attraction and loyalty, yet few have figured out how to do it successfully. When marketing and PR are relied on, it can often backfire in accusations of greenwashing. The secret is to apply brand-strategy principles to build your ethical reputation.
As consumer expectations rise and trust in corporations decline, the need for ethical business practices is greater than ever. Yet in a recession, companies seeking to cut costs will likely postpone important CSR initiatives or cut spending in favor of core business initiatives. But it doesn’t have to be either-or. Companies that consider social and environmental initiatives as potential innovation platforms and brand builders — not expenses — will come out ahead.
“Metrics, metrics and more metrics. In many ways metrics drive the success of business. Multiple variables can be condensed to the common denominator of dollars and cents, pounds and pence. Many business failures could have been avoided for want of a business case. But, the specificity of metrics also allow us to persuade ourselves that there is more science and more certainty than there may really be and that we fully understand the complex interactions of the real world. There are solid business cases behind some of the most spectacular business failures – perhaps those where metrics were allowed to lead decisions rather than inform them.
You would have to have had your head stuck in the sand to not be aware of the intense interest that the environment holds in today’s political and social debates. While candidates of all generations have begun evaluating potential employers based on their “greenness,” few in recruiting have leveraged this hot topic in recruitment communications and activities. For some unaccountable reason, recruiting managers and leaders almost universally fail to implement a process that regularly discovers “job switch” decision criteria used by the best and brightest, and this latest oversight is nothing more than history repeating itself once again.
Michigan’s Tax Credits Lure 4 Advanced Battery Makers Bringing 6,700 Jobs. Mayor Diaz Unveils Energy Smart Miami Program. Walmart to Place Solar Panels on Their Commercial Rooftop Which will Create About 130 Green Jobs in California. Vision Energy’s $1 Billion Wind Bet in Illinois will Create 290 Jobs. Many Private-Sector Companies Not Hiring Green Jobs Yet in Madison.
