Sustainability and PR - an Internet Reader

Sustainability has become a buzz word in the corporate world. In the world at large in fact. Is it a fad? We don't think so.

We can look back at trends of the past, such as the advent of computers, the switch from analog to digital, from local to global, the explosion of the Internet. The buzz words were then "virtual", "chips", "bits", "Web", "gigs", "globalization".  Have they disappeared? No, they were here to stay. The new terms were enigmatic at first until they became part of our every day vocabulary. And companies which didn't adapt to those trends got erased from the map without a trace, unlike dinosaurs which at least left fossil carcasses behind for paleontologists to enjoy.

The main pressure for companies to choose sustainability has come from consumers, and consequentially from investors. Sustainability is one of the main aspects of corporate social responsibility (CSR), another buzz word which should command attention. Consumers expect more and more green practices from companies, particularly the young who constitute tomorrow's main consumer force. While PR is a perfectly sound motivation to adopt sustainability it is not the only one. We will consider other powerful reasons to embrace this trend in our next Internet Reader.

Below are examples of how companies have approached sustainability in the face of consumer and investor demand.

http://www.marketwatch.com/story/teco-energy-publishes-corporate-sustainability-report-2010-06-10?reflink=MW_news_stmp
TECO Energy just released their 2009 sustainability report, which details the company's efforts to sustain its businesses for today.  The report focuses on the company’s priorities including providing long-term business sustainability, being stewards of natural resources, and exhibiting high ethical behavior.  Topics in the report include reducing gas emissions, recycling and reuse of water, coal, and other resources, and programs to protect and enhance the environment, among many others. 

http://www.prnewswire.com/news-releases/darden-launches-new-corporate-and-sustainability-websites-96045949.html
Darden Restaurants, which consists of Red Lobster, Olive Garden, LongHorn Steakhouse, The Capital Grille, Bahama Breeze, and Seasons 52, recently launched an entirely new website which includes a sustainability microsite to allow employees, guests, and business partners to understand their methods and monitor their progress.  Site features include:

• Information on Darden's commitment to seafood sustainability and how the company is working to help ensure the health of global fisheries
• Key commitments, including the company's goal to reduce per-restaurant energy and water use by 15 percent by 2015
• Strategic partnerships with third-party organizations including the Sustainability Consortium and the New England Aquarium
• Video testimonials from Darden employees and partners

http://www.triplepundit.com/2010/06/timberlands-road-to-recovery-paved-with-earthkeepers/comment-page-1/ 
To boost sales, Timberland began incorporating green materials into their shoes just in time for Christmas 2009.  At first this did increase sales, however the company soon found that while many consumers care about green materials, they are more concerned with fashion and affordability.  Timberland is now looking into ways to further use sustainability in their boots, while still making a product consumers will buy. A good example of the fine art of balancing consumer demands!


http://www.marketwatch.com/story/campbell-soup-company-celebrates-grand-opening-of-the-campbell-employee-center-at-expanded-world-headquarters-2010-06-10?reflink=MW_news_stmp
Campbell Soup opened a new Campbell Employee Center as an addition to their headquarters in Camden, NJ.  The new building is LEED-certified and its sustainable features include natural lighting, water conservation, recycled materials, and more. It is part of Campbell Soup's embracing of corporate social responsibility, including goals to reduce water consumption and childhood obesity.