Organizations Learning How to Green Their Communications

Performing a full lifecycle analysis of the environmental and social impacts of the manufacture, use, and disposal of products is gaining popularity, but what about assessing the complete carbon footprint of … print? The spotlight is beginning to shine on the sustainability of communications, with two upcoming conferences focusing on the topic. And companies are innovating – and being held to higher accountability standards – in their sustainability communications.

The Green Communications 2008 conference takes a case study approach, highlighting success stories of organizations communicating their green initiatives. SustainCommWorld, also known as the Green Media Conference, digs several layers deeper by considering the environmental implications of the communications supply chain – from the energy efficiency of the computer server hosting a website to the Forest Stewardship Council certification of paper. Take, for example, the high-profile campaign to raise climate consciousness by the Alliance for Climate Protection, chaired by Al Gore. Conference Chair Don Carli questions the size of the Alliance's We Can Solve It campaign's carbon footprint: "it could be sizeable and is as yet unmeasured. Is www.WeCanSolveIt.org a solar or wind powered website? It doesn't say so on the site."

The We campaign is extremely effective in using innovative ways to communicate its important message, such as video (the "couch" commercials) and social networking on sites such as MySpace and Facebook.

Timberland, the boot company, is similarly fusing video, social networking, and environmental activism with its Earthkeepers campaign that challenges treehuggers to produce pro-environment videos on YouTube and promote them on changents.com, a social networking site linking change agents with backers.

Timberland is also innovating by extending publication of its sustainability report from annual to biennial, and filling in the gap with more real-time communications on at least a quarterly basis via the JustMeans social responsibility networking website. This novel approach also invites direct input from readers, encouraging engagement between company and stakeholders and thus creating an accountability feedback loop.

Speaking of accountability, the UN Global Compact is baring its teeth by de-listing 630 companies for failing to uphold its Integrity Measures by publishing Communication on Progress reports on implementation of the Compact's ten principles. The move follows up on the de-listing of over 500 companies in late 2006, and sets an example for the UN Principles of Responsible Investment to follow. PRI Chair Donald MacDonald of the BT Pension Scheme recently stated that PRI is "actively" considering exclusion of signatories who have failed to follow the sixth Principle: to report on adherence to the five other Principles.

CSR Book Promotion

Please submit your name, organization and email address for a chance to win one of five free electronic copies of The Aspen Institute Guide to Socially Responsible MBA Programs 2008-2009 which was recently published by Berrett-Koehler Publishers.

CSR Report Announcements

Also this week, Bayer reaffirmed its commitment to sustainable development. Their new report provides comprehensive information on the Group's global sustainability activities, results and objectives, again pledging their dedication to climate protection.