Green, Red and Black: Sustainable Business Practices in Tough Times and Beyond

Executive Summary

While each organization faces different stakeholder needs and challenges in developing sustainable business practices and programs, there are principles and common understandings to help guide these ongoing efforts.  This was echoed by expert panelists who participated in Fleishman-Hillard Chicago’s “Green, Red and Black: Sustainable Business Practices in Tough Times and Beyond” on Thursday, June 25.

Panelists were Don Bartell, senior director of environmental initiatives for Motorola; Francesca DeBiase, corporate vice president of Worldwide Supply Chain Management for McDonald’s; Jamie Firth, senior vice president of communications for Exelon; and Aili Jokela, co-chair of Fleishman-Hillard’s Sustainability practice group. Jack Modzelewski, president of client relations for Fleishman-Hillard, served as moderator; and Nancy Costopolous, chief marketing officer of American Marketing Association (AMA), shared key research from AMA on sustainability initiatives.

Comments and experienced counsel included:

• Start with an audit so you understand your footprint and know what areas to address. Don’t assume you know where the issues are.
• Secure a seat at the table. Sustainability should be a key part of your business – and as involved in decision-making as finance or procurement.
• Engage your employees. Not only are they your ambassadors, but they will keep you honest about your efforts and be candid with you when they feel there is more that can be done.
• Entering into the public policy debate is important. Now is the time to position your company as a thought leader.
• Recognize the disconnect between what consumers are asking of companies and the personal decisions they make. Individual desire to see sustainability efforts implemented have not yet translated into an equal level of participation.
• Make corporate responsibility a part of your day-to-day business. Sustainability really happens when the gap between what you say and what you do is virtually non-existent.
• Measure your efforts – then measure them again. There is no endpoint to sustainability. It is an evolving journey and adapting your goals is essential for success.

A common thread among companies that are successful in this arena is that they see sustainability as an opportunity – not a cost.  They see it as a competitive advantage.  And perhaps, even as a must-have business practice at a time when consumers and their advocates seek more credible information about sustainability programs in the corporate world.

Aili Jokela concluded the panel discussion with a key takeaway for the audience.  “Be strategic and transparent in your sustainability communications,” Jokela said.  “If consumers, employees and stakeholders aren’t asking for it now – they will be asking soon.”

The Panel

Don Bartell
Senior director of environmental initiatives, Motorola
> Bio
> Motorola Environmental Fact Sheet

Francesca DeBiase
Vice president of worldwide supply chain management, McDonald’s
> Bio
> McDonald’s 2008 CSR Report

Jamie Firth
Senior vice president of corporate communications, Exelon
> Bio
> Exelon’s 2020 Sustainability Roadmap

Aili Jokela
Senior partner and chair of FH Sustainability, Fleishman-Hillard
> Bio
> Fleishman-Hillard’s Sustainability Capabilities Fact Sheet

Jack Modzelewski (moderator)
President, senior partner, client relations, Fleishman-Hillard
> Bio
> Fleishman-Hillard’s Sustainability Capabilities Fact Sheet

Our Commentator

Nancy Costopulos
Chief marketing officer, American Marketing Association
> Bio
> AMA-Fleishman-Hillard Research Study

Listen to the Event

Jack Modzelewski (Download/Play MP3)
Jack kicks off the sustainability panel discussion with an overview of sustainability during tough economic times.

Francesca DeBiase (Download/Play MP3)
Francesca addresses the importance of measuring your company’s environmental impact before setting sustainability goals and one of the tough issues McDonald’s is facing today.

Jamie Firth (Download/Play MP3)
Jaime comments on setting a realistic vision and goals for sustainability.

Don Bartell (Download/Play MP3)
Don discusses industry challenges, including educating consumers. He urges us to unplug our chargers when not in use.

Aili Jokela (Download/Play MP3)
Aili talks about the benefits of sustainable practices.

Nancy Costopulos (Download/Play MP3)
Nancy shares highlights from the AMA and FH study about marketers’ current perceptions on sustainability and the potential for adopting sustainable business practices.

Francesca DeBiase (Download/Play MP3)
Francesca discusses how to approach nongovernmental organizations and activists to work together on sustainability efforts.

Jamie Firth (Download/Play MP3)
Jaime provides insight on engaging the media on Exelon’s 2020 Sustainability Roadmap.