Sofia Ribeiro, Founder and co-owner of Kiwano Marketing, mentions that in order to be a sustainable business, an organization needs to integrate its beliefs in three main areas: planet, people, profits. She says that “in order to own a truly sustainable brand, businesses must integrate environmental, social and economic sustainability across the 3 brand elements:
Products/Services, Business Standards and Company Style.
Products/Services: Self explanatory, but only one leg of this tripod of ideas.
Business Standards: These would include strategies, implementation, hiring practices, and mission.
Company Style:This would include communications, image, logo and branding, etc.
She goes on to note that in order to own a sustainable brand, businesses must also practice these 5 principles:
1. Have a policy in place, documenting all the values and standards the business stands for and acts on.
2. Incorporate the principles of environmental, social and economic sustainability into each of the business decisions.
3. Supply environmentally and community friendly products or services that replace the demand for the non-sustainable versions of the same product/service.
4. Be greener and more socially responsible than traditional competition.
5. Make an enduring commitment to environmental and social principles in its business operations.
Today it is not enough to practice going green, or to participate in green activities and marketing, when convenient. In order to be a green business, management has got to commit to an entire green makeover from top to bottom.
This will have to become a continuous process, as you incorporate greener values, greener policies, greener communications, greener procurement, greener workplace, etc. into your every day structure.
Make today the first day on your journey to becoming a greener company, so you can build a sustainable brand.
Here’s to a greener tomorrow, today.
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Robert Piller, experienced in green marketing campaigns and environmentally-friendly promotional products. His web site includes a comprehensive eco-friendly advertising specialty search, featuring over 250,000 eco promotional items in all price ranges, for any business or organization interested in going green. The site’s handy search tool helps you easily find recyclable, biodegradable, organic or recycled imprinted promotional items in your price range and time frame. View the Go Green website at EcoMarketingSolutions.com and comment on his blog postings at GreenSpotBlog.com.
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