Posts tagged as:

corporate-social-responsibility

Review: “The High-Purpose Company”

03.04.2010
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If books were nails, Christine Arena’s The High-Purpose Company would be one in the the coffin of corporate social responsibility (CSR) as commonly understood and debated. No company is perfect and no company will ever be - it’s companies that make their purpose invaluable to them and take responsibility for their actions that are truly responsible.
Arena dubs such companies [...]

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How to rethink marketing for the Planet bottom line

03.03.2010
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This is the fourth post in a series on improving the environmental sustainability of marketing communications. Previously: Measurement, Part 1 and Part 2; and outline of a model. Today: Preliminary thoughts on rethinking marketing.
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The model for maximizing the environmental sustainability of your marketing communications expands the common Reduce – Reuse – Recycle triad on both front and [...]

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Review: “Undercover Boss”

02.26.2010
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Since sampling a couple of episodes of The Real World back in the early 1990s, I’d had no desire to see another reality TV show. I lasted 17 years, until Undercover Boss. The show’s connection to social sustainability and internal branding is what swayed me; in other words “it’s for work”.
In the show, a large corporation’s [...]

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Sustainable Brands Boot Camp report: Green marketing done right

02.17.2010
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Last Friday’s Sustainable Brands Boot Camp session* focused on green marketing. My favorite green marketer, Jacquie Ottman, gave her version of green marketing done right.
Though my post-modern self would prefer to say “successfully” or “effectively” instead of “right”, Jacquie’s version of green marketing follows the basic rules of marketing regardless of its hue:

Get the product [...]

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Review: “State of Green Business 2010″

02.12.2010
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“We’re still here.”
Thus begins Greener World Media’s State of Green Business 2010. According to the report, the survival of green business and its representatives is good news. Of course, you can look at survival as proof of endurance, which is what the report does, in cautiously optimistic terms.
The report, written by GreenBiz.com’s Joel Makower and [...]

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Making marketing environmentally sustainable: A model

02.09.2010
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This is the third post in a series on improving the environmental sustainability of marketing communications. Previously: Measurement, Part 1 and Part 2. Today: An outline of a model for making it happen.
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After establishing through measurement the environmental footprint of your marketing communications, it’s time to start the reduction process. The 5-step model outlined here [...]

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Measuring the environmental impact of marketing, Part 2

02.02.2010
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If Life Cycle Assessment for marketing communications would be a mean feat, measuring carbon footprint, a subset of LCA, would considerably simplify the process of evaluating its environmental impact, while still allowing for identifying greatest impacts and baselines for reduction.
Carbon footprint
Carbon footprint is “the total amount of carbon dioxide (CO2) and other greenhouse gases (GHG) emitted [...]

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Measuring the environmental impact of marketing, Part 1

02.01.2010
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Discussions about environmental sustainability in business rarely mention the environmental footprint of marketing communications. Yet marketing successfully consumes too much energy and produces too much stuff to be ignored in considering — and lowering — your company’s environmental impact.
What is the environmental footprint of your company’s marketing? How can you reduce it without negatively impacting [...]

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Review: Employee engagement and sustainability

01.15.2010
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Ever since I worked on my bachelor’s thesis about internal public relations at Volkswagen Slovakia, I’ve been interested in the dynamics of the relationship between a corporation and its employees. The topic has recently moved to the forefront of my attention, along with 12: The Elements of Great Managing.
A report on The Gallup Organization’s massive [...]

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