As sustainability gains global momentum, more small and medium-size businesses are beginning to understand that it is in their best interest to implement programs that benefit the environment as well as their bottom line. Many of these businesses are jumping aboard the “green” bandwagon with energy and enthusiasm. However, being passionate about the environment is not enough, according to Jennifer Woofter, founder and president of Strategic Sustainability Consulting. As with any other successful business initiative, you must have a strategy for success.
Woofter uses a modular approach with businesses that want to become more sustainable. “Most clients don’t have a budget. They aren’t ready to sign up for a year to 10 years. They need to take bite-size pieces. What are your employees’ top three needs? What is your carbon footprint? Before we tell you how to develop your strategy, let’s figure out where it’s worth your time and attention.”
Founded in 2005 and based near Washington, DC, SSC has a worldwide network of approximately 450 consultants and also offers webinars, with topics ranging from “How to Conduct a Waste Audit” to “How to Green your IT.” Open to consultants, business owners and anyone else who is interested (I attended “Sustainability Consulting 101″ and SSC’s monthly network meeting for sustainability consultants), these webinars educate and inform as well as lay the general groundwork for the next step in strategic sustainability development.
What that next step may be depends on where the individual or business perceives the most value. “Sustainability is so many things: community involvement, waste management, governance, etc.,” Woofter says. “What are the reasons your business would benefit? Reduced energy costs, brand recognition, less turnover? Each client has key drivers. What would benefit you? Think through that before you spend a lot of money that may not give you the most bang for your buck.”
According to Woofter, there are two ways a company can implement sustainable measures: 1. Put policies in place at a company-wide level–for example, implement LEED standards in new buildings or adopt a formal telecommuting program. 2. Allow employees to make individual decisions that promote sustainability. Make it easy to recycle, to print on two sides of the paper, to telecommute, etc. In other words, look at infrastructure but also consider behavior.
Says Woofter, “More than 80 percent of employees think they are eco-conscious. But that percentage goes down when they are asked, ‘Can I make environmentally conscious decisions at work?’ And it goes down even more when asked, ‘Is my company environmentally conscious?’” One of the goals at SSC is to help businesses reduce or eliminate the dissonance between how employees see themselves and how they see the companies they work for.
SSC also aims to establish a benchmark for clients to develop measurable goals and objectives. The Green Audit is one of SSC’s most popular programs. The process works well for companies with fewer than 1,000 employees (typically, SSC clients vary in size from 15 to 10,000 employees, though a few have 50,000 employees or more). The Green Audit is designed for companies “ready to start but not ready to totally dive in,” according to Woofter.
During this process, an SSC-certified green auditor carries out an employee survey, gathers facility data and calculates the company’s carbon footprint. The auditor also conducts an on-site “understanding sustainability” workshop and a “results and recommendations” presentation. The auditor will also provide a written plan of action with strategic steps for companies to take either in-house or by working with a consultant. The core of this plan is to establish a relevant benchmark.
“Part of the challenge,” says Woofter, “is that there are so many standards out there. There is no issue that doesn’t have three or four ways to measure success. One of the core competencies is knowing what is out there and what is best for our clients. For some clients, it’s ISO standards, for others it’s the Natural Step, for some it’s labor issues.” SSC green auditors have access to a database of more than 75 past clients, divided into peer groups, against which they can measure a company’s performance. The groups include financial companies, nonprofits and office-based small businesses. That gives each green auditor a rigorous and consistent basis for comparison. Companies are measured against their peers to give them a reference point so the numbers make sense. “This puts best business practices into perspective,” Woofter says.
To those who claim that going green is a passing fad, Woofter responds: “Too many people are thinking about this as a feel-good issue. They say, ‘Isn’t this a bit of a green bubble?’ Maybe, but just because there’s a bubble doesn’t mean it won’t have lasting impact. The internet bubble has passed, but it still has lasting impact. Everyone has e-mail now.” In order to stay competitive both today and in the future, Woofter says, companies must position themselves within natural constraints. “This is just about good business strategy. You don’t have to love polar bears to believe sustainability is important and to manage your business so that it will be here long-term.”
How can you go green?
- Pick the issue that has the most value for you and your company. Companies run the risk of getting bogged down if they try to do too much at once.
- Build a valid benchmark assessment for your business. In addition to sustainability consultants, numerous federal, state and local programs offer information and assistance. For example, EnergyStar for Buildings & Plants offers strategies and tools, including a portfolio manager and a benchmarking starter kit, for businesses that want to become more energy- and water-efficient. And EPA Climate Leaders offers information on goal setting and reporting to help businesses build wide-ranging climate-change strategies.
- Take things in bite-size pieces. Develop a step-by-step approach with a set of measurable objectives as well as a timeline for achieving those objectives.
- Make sure you are on the same page with your employees. One of the keys to success with any program is developing a plan of action that includes employee input. This is especially true when evaluating a “triple bottom line” strategy (profits, planet, people).
- Market your successes. Be honest, but be sure to let your clients, customers, suppliers and everyone else know that you are going green. www.sustainabilityconsulting.com
