Doing business in an environmentally responsible
manner affects an organization's bottom line.
Simply put, an organization that consumes more than
its optimal amount of resources and generates
excessive amounts of waste is an operation that is
less efficient than it should be. In its most basic
form, being "green" means being clean and lean.
Moreover, going green instills a sense of
mission that motivates employees more than
financial incentives alone can do. It signifies a
commitment to social responsibility, which
indirectly contributes to the bottom line by making
green companies more attractive to customers,
investors, and prospective employees who share the
same environmental concern.
Companies that aim to effectively demonstrate
their green consciousness and commitment to
environmental concerns need more than just smart
marketing. If being green is part of how you
differentiate your firm, you know that the
"greenness" of your organization depends largely on
your employees' behavior. You can change that
behavior through education and persuasion; in other
words, with effective communication.
Making the commitment to social responsibility
is the first step. Supporting that commitment with
the right tools to simplify communications that
educate and motivate behavior and achieve desired
outcomes is how you can turn your commitment into
Our solutions are as varied as the needs of our
clients. The most effective approaches integrate
the following three program elements:
Measuring employee attitudes: A
good place to begin is with
employee listening. Our surveys will reveal how
your employees feel about going green. An initial
survey will establish a baseline for your
employees' green awareness and attitudes.
Subsequent follow-up surveys measure the degree of
successful change that has been achieved — and
identify areas that require further attention.
Employee education and
communication: Buck offers several ways to
educate employees about green issues:
- Our re:NEW™ online newsletter provides
an off-the-shelf solution that addresses new
green issues every month
- Websites, intranets, and other portals
deliver your specific green messages to employees
on an ongoing basis, updated as frequently as you
- Podcasts deliver spoken messages directly
from your organization's leaders or green experts
— conveying their conviction and support
- Blogs give employees the means to share
green ideas directly with one another and across
your entire organization.
- Interactive online quizzes and modeling tools
can help your employees answer questions like,
"How green am I?" and "What is my personal impact
on the environment?"
Motivating and rewarding green
behavior: Executive and employee
compensation programs that reward green behavior
and achievement of green objectives underscore the
seriousness of your commitment. Organizations may
award "green bonuses" that specifically address
their environmental objectives. Of course, whatever
form they take, goals and rewards must be clearly
communicated to be effective.