Posts tagged as:

triple-bottom-line

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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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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Management- vs. employee-driven community involvement

12.23.2009

Integrating cause marketing into your company’s strategic core makes for the right start toward building a triple bottom line business.
How do you decide what cause or causes to support? You have essentially two alternatives for this internal process: top-down or management-driven, and bottom-up or employee-driven. What are their pros and cons for you as [...]

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Cause marketing and social sustainability, Part 2

12.16.2009

Even though from the social sustainability standpoint its shortcomings outweigh its advantages, cause marketing has its place in fostering the social sustainability of business. You will do well by doing good.
Using cause marketing for enhancing your company’s People bottom line will require a few adjustments, however. These adjustments will 1) shift the definition of cause [...]

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Cause marketing and social sustainability, Part 1

12.15.2009

With the holiday shopping season nearing its holy climax, what better time to evaluate from the business perspective the viability of cause marketing for social sustainability. Does cause marketing work? How to get the most from it?
Define: Cause marketing
Cause or cause-related marketing is a company’s “marketing effort creating a public association with a social or [...]

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