It starts with a point of view: sustainability isn’t a fad. but only if it resounds across the entire organization. The issues are seemingly complex. And it’s true: successful engagement programs here go far beyond the core sustainability team—reaching from the C-suite and the accounting department to the maintenance hangar and field marketing operations. But as we hope to show in this handy starter guide. better retention. with many companies openly sharing tools and best practices and with younger employees enthusiastically embracing such culture shifts. And our current economic climate is a tough one. we’ve learned a lot about what it takes to green the team. Leading companies are recognizing that sustainability can be a competitive advantage. culture change is hard. Net Impact and the National Environmental Education Foundation (mad props on their recent report with GreenBiz). Here. From our experience with such clients as Walmart. If the business case for "greening the team” is so strong—great cost savings. improved morale and a nimble culture of innovation—why don’t we see more companies investing in such programs? Well. It’s not a nice-to-have. It’s part of a fundamental paradigm shift in the way we work and how we do business. . what strategies will be most effective and how to hurdle some of the most common challenges. then. It’s an innovation imperative. creating an eco-minded workforce is easier than ever. is our practical approach to getting started. It’s an economic opportunity. to put it mildly. It’s an obligation to act. employees need to know where they are going and how to get there. you’ll need traction with core supporters before trying to build momentum. so make it easy to get involved in concrete ways. employees across industries and countries are asking what they can do. these cross-functional groups may be ad hoc before becoming more formalized and sanctioned. activity or new habit. But framing these big issues in relatable terms is not impossible. employees increasingly want to be involved and empowered—a part of the solution. . As with any movement or campaign. overarching company-wide goals like achieving zero waste. Create (or better yet. That’s not just an invitation. BBMG found that the best way to engage more than 2. co-create) a vision statement that will help employees understand the program’s goals and what resources are available to them. The top volunteers make great candidates for getting dedicated engagement programs up and running. You open the door to greater creativity and collaboration by involving every individual in openly shared goals. Tip: Every employee is only one step away from catching the sustainability bug. guidance and support to get started. At most organizations. Tip: Approach the development of this vision with your organization's sustainability mission and goals in mind. then. Feeling aligned feels great.2 million Walmart associates is by breaking sustainability actions into bite-size chunks: We promoted 12 categories of actions to choose from. to be part of something bigger. Remember. Set the Strategy Share a Vision. Make It Actionable. Other employees may be interested in learning more about how to make positive changes in their lives. How. employees at all levels want to feel part of the larger effort. As one employee suggested to Walmart: “Did you know we can save $1 million if we remove light bulbs from our vending machines across the globe?” Even as the Earth warms. From recycling and renewable energy to education and volunteering. informal discussion groups or as part of regular staff meetings will help you create an employee engagement program from the inside-out. engage millions more employees and truly accelerate sustainable business innovation? So-called “Green Teams” offer a natural starting point. Once you hone the vision. employees have varying degrees of knowledge about sustainability issues and initiatives. you inspire and motivate them to go above and beyond. Like any initiative. ask how it connects to specific calls to action. Usually they come together to help educate fellow employees and explore opportunities for case-making. Find ways to connect individuals to big.“The trick is not to let any excitement around green go to waste. Green Recovery A Partnership of Purpose It makes sense. Often self-organized. the economy dips and generations shift (see our sidebar on Millennials). per se. For example. you should be reflecting on how to partner deeply with employees to reach these important milestones. and it is essential to making sustainability part of your employees’ routine. If you’re going to invest in optimizing the supply chain. It doesn’t need to be a green team. "Get (Your People) Engaged". but empowering a crossfunctional team—including employees from different departments and seniority levels—is a great way to help design and direct a sustainability program that can reach the entire organization. might we harness this budding movement to create real momentum.” –Andrew Winston. Issues like climate change and biodiversity are complex and can seem impossible to understand. Make It Personal. but need structure. When you connect your employees to your organization’s sustainability mission. through simple online surveys. Ask individuals to start small by creating one goal. charting the true impacts of your products and committing publicly to certain sustainability goals. For some. And you will be surprised and delighted by the variety of ideas that come from far-flung or unexpected places. and that will improve its chances of long-term success. caring for the environment and being active members of their communities are already important parts of their daily routines. living a healthy lifestyle. and providing so many easy options makes sustainability feel more approachable and doable. Involving employees in the development of the vision. iterative approach to designing and deploying your engagement program. use emissions calculators like the EPA’s personal GHG Calculator or Conservation International’s EcoFootprint Calculator. Quirky awards can work.com. and greenhouse gas emissions reduced. Businessweek. Create opportunities for employees to be recognized by their peers and their managers and senior/ executive leadership. Tip: In addition to following retention and job satisfaction. company reputation and job satisfaction. you'll need to offer "freedom within a framework" so that different units in different regions can adapt core messages and materials to account for local cultures and knowledge levels.1 • 54% of men under 30 and 55% of women under 30 believe it is very or extremely important to work for a company that is socially and environmentally responsible. Get Out There. support or a mandate from the CEO. It empowers employees to set their own goals. There’s nothing like a little friendly competition to achieve those goals! Create teams across or within departments and create interoffice contests around activities like recycling or reducing energy use. To create a truly global program. The framework shares the vision and establishes the overarching goals. also consider tracking volunteer hours. The New Green Focus for Future MBAs. It offers a platform for connecting and collecting the data. recycling frequency and driving habits. too. Define Success.“The most important motivating factors for employees are concern for the environment and society. number of employees engaged in the program. Identify key performance metrics at the onset. with courses including CSR Principles and Sustainable Enterprises. Both informal and formal acknowledgement will let your colleagues know that their actions are not going unnoticed or unappreciated. By answering a few questions about energy usage. We can't stress this enough. Keeping initiatives voluntary attracts individuals who are genuinely interested in committing to the effort and lowers the barrier for those who are simply 1. President. summer maybe a good time to hit the theme of water conversation and winter may be a good backdrop for energy efficiency. Think like an ad exec or political candidate. You'll be glad you did. Consider the following data points: Tip: To help answer "What's in it for me?". by Padma Nagappan 4. share their stories and suggest ways to keep improving the program. Mandatory participation in sustainability efforts poses a risk of alienating employees. Recognizing employees’ efforts and achievements will go a long way toward keeping them engaged.com. Make It Rewarding. Millennial Generation graduates— people born roughly in the decades of the 1980s and 1990s—are interested in jobs where they feel they can make a difference. Tip: Engaging your employees in your efforts should be fun and rewarding. Greenbiz. MBA Students See Green as the Way to Go. National Environmental Education Foundation MILLENNIALS: How Engaging More than any other demographic. Tip: Consider a phased.” –Diane Wood. Form the roll-out plan around "tent poles" or key themes.3 Build the Buzz Make It Voluntary. It clearly describes how to create and track our progress. PWC Millennials at Work: Perspectives of a New Generation 2. Internal communications efforts like this one deserve to be treated as seriously and as creatively as external communications campaigns (even if they • 88% would choose employers whose social responsibility values reflected their own. Create a baseline to help track progress. Marketwatch.4 • MBA programs are quickly adapting to the demands of Millennials.2 • 86% would consider leaving an employer whose social responsibility values no longer reflected their own.1 • 79% would likely accept a job at an eco-friendly company over a conventional one. for example. Consider pegging themes to what's happening seasonally. interested in learning more about how they can get involved. your employees can calculate their footprint and learn ways to reduce their impact. BBMG Conscious Consumer Report .com. One department created a "Save Some for the Fish" award to honor the employee most committed to water conservation. by Thomas Kostigen 3. Measure and report results regularly. Create a Flexible Framework. Walmart committed to sharing the MSP content and curriculum with organizations around the world.” –Andrea Thomas. By making MSP available globally. BBMG partnered with Walmart on “My Sustainability Plan” (MSP)—a specially designed global platform aimed at helping Walmart’s 2.mysustainabilityplan. through a partnership with the Clinton Global Initiative. Senior Vice President of Sustainability Walmart . we’re realizing the positive impact our associates can have on the planet and in society. tangible differences in their own lives and communities. Learn more at: www. In 2011.SPOTLIGHT /// WALMART In February 2010. BBMG helped adapt core materials and brand assets to create an MSP toolkit that any organization can use.2 million employees make real. BBMG’s role was to position and brand what has become the retailer’s first truly global associatefacing sustainability program.com “We know the passion is there. Do you spend most of your time working in teams? Then use existing group meetings to brainstorm and develop engagement activities. Keep It Positive. Organizational Culture and the Success of Corporate Sustainability Initiatives . Morning huddles or weekly staff meetings offer natural venues for sharing progress. from the Intranet and dedicated e-blasts to unconventional ideas such as coffee sleeves. Limited Resources. Post-Its. • Brand: Involvement in environmental and social causes can increase customer loyalty by building a brand of integrity and responsibility. A. time. Tip: Create a Facebook page or set up a site on your Intranet that connects employees with similar interests and commitments to sustainability. Where would you place your organization on this chart? Collaborate. How you activate employee engagement depends on your culture. It will help facilitate dialogue and monitor areas that need additional resources.. the issues are complicated and have serious implications for our future. screensavers and hangtags on breakroom refrigerators. Guest speakers appearing in webinars or on breakfast panels or at "lunchand-learns" can also give third-party credibility to your efforts. Repurposing success stories and closing the loop is probably the most critical success factor to a vital. A phased. A commitment to the up-front investment can be difficult to secure. • Talent: Employee engagement helps your company to attract and retain the most talented people. Walmart China. Keep It Going. Create. Tip: Table toppers in cafeterias offer a great way to reach your target audience when they may be in a more receptive mood for entertaining new ideas. accessible feedback channels? Are you taking a “news bureau” approach to regularly and consistently share program updates? Are you making time during annual strategic planning to set a course for updating the program and keeping it relevant for the next 12-18 months? Keep Hurdling Launching and maintaining an employee engagement program around sustainability is certainly not without its hurdles. Tip: Create a set of guidelines to direct consistent communications. Yes. Stay positive by keeping the activities fun and rewarding. R. Solution: Focus on the business case: • Profitability: Sustainability initiatives can reduce energy costs. lack of expertise and limited reach.” –Clara Wong. executive support and/or tools. . Control. . integrated approach argues for building buzz in stages and using all the communications at your disposal. Vice President. ongoing employee engagement program. Are you offering multiple. Whisnant. but scaring your workforce into recycling (or else) won't create the highly engaged culture you seek. Coldham. How and where can you gently interrupt your colleagues to inspire them to join the effort? Involve the marketing team in creating the messages and materials so the tone stays inspiring and energetic. benchmark against your peers and incentivize contests and challenges. Compete. which also helps improve the efficiency of the workplace. resulting in a lack of money. Celebrate Success Share the Stories. L. Do you conduct extensive analysis before making a decision? Then take a life cycle analysis approach to identify opportunities. Create in-person and digital opportunities for employees to share their activities and experiences. HR and Administration FREEDOM WITHIN A FRAMEWORK may not have the same budget). keep reminding people why you're doing this and how you're making progress. -Abbett. Do you always complete projects before they're due? Then set goals. increase employee productivity and result in a healthier workforce (read: lower insurance costs).. Three of the most common challenges are limited resources.“Our new program provides a more personal way for employees to communicate and get to know each other . Are you often charting new territory? Then generate ideas through workshops and crowd-sourcing. Circuit. Intel also has programs to encourage employee action and innovation around sustainability. such as cleaning up a local watershed in Beijing or spearheading a composting project in San Francisco.500 associates use the platform (similar to Facebook) to connect with each other and share photos. More than 2. Hyatt Hotels Corporation . CSR Strategy and Communications. success stories and lessons learned.” –Suzanne Fallender. highlights various employees’ contributions. every employee’s annual bonus is calculated according to sustainability results. questions. By challenging each department to improve their processes and products with sustainability in mind. the company launched a social networking site for 300+ Green Teams around the world. Hyatt’s global corporate responsibility platform. Intel Corporation SPOTLIGHT /// HYATT HOTELS CORPORATION Hyatt Thrive. “It is critical to make the sustainability message constant. Intel celebrates the diversity of its professionals while increasing accountability. To support Hyatt Thrive. we created a framework that is global but allows for hyper-local customization. Intel provides funding for innovative environmental projects submitted by teams of employees from around the world.” –Brigitta Witt. Make sure it’s strategically aligned and tied to the core business and your company’s vision—not just a green page on your Intranet. Hyatt Thrive enables us to leverage positive efforts around the world and let them add up to make a significant global impact. Intel’s daily digital newsletter. Importantly. The technology company wants to make it easy for its 90. Act. Through its Sustainability in Action program. Director. stories and even presentations about their local activities. calling out achievements and inspiring future activities. VP of Corporate Responsibility. Economic Development & Investment. Education & Personal Advancement and Health & Wellness. repetitive and accessible through multiple channels. Since 2008. the initiative is designed to empower employees to act toward strategic objectives by facilitating the sharing of information. and by recognizing specific engagement opportunities.000+ employees to learn what’s going on and why it matters. Share. focuses on four key pillars that the company believes are essential to a thriving community: Environmental Sustainability.SPOTLIGHT /// INTEL CORPORATION Intel’s employee engagement effort is internally structured around three core pillars: Learn. “To engage thousands of employees in over 40 different countries. The impact scales globally. Net Impact recently published a report titled Making Your Impact at Work: A Practical Guide to Changing the World from Inside Any Company. their communities and their workplaces more sustainable. lowers cholesterol. Solution: Take advantage of the many organizations that specialize in helping companies take the first step. What are we waiting for? Let’s get started. loses weight. A colleague replaces potato chips with organic carrots. feels better. The benefits are concrete. one of the most gratifying things is how personal. and that's worth celebrating. . Then. educate and empower employees to take action on the issues that matter most to them.Lack of Expertise. greener lives. The issues are too great. And In the End The business case is clear. The momentum is building and employees across sectors are more focused on making their lives. Solution: Listen first to what employees from different regions and operating units care about and where they see opportunities. the need is too urgent. reduces doctor visits and is generally more fantastic at work and home. they will serve as a vast support network for helping millions of people enjoy healthier. inspire bite-size actions and stay creative at every step. For example. The engagement programs that succeed will provide flexible frameworks. Such actual examples underscore that millions of small actions do indeed add up to a big difference. That’s a good thing. Global and diverse workforces have varied levels of awareness and interest in different areas of sustainability and engagement opportunities. A lack of sustainability expertise inside the company can make it challenging to launch such a program. Taken together. immediate and visceral the impact can be. for us not to act faster and accelerate innovation at every level. When we collaborate on moving toward a more just and sustainable planet. Limited Reach. BBMG is a nationally recognized branding and marketing firm dedicated to creating innovative brands that engage and inspire today’s increasingly conscious consumers. create new experiences and drive real culture change. Seventh Generation. technology and social purpose.com. more sustainable lives.com. By integrating branding with sustainability. Earthbound Farm and Fair Trade USA. BBMG helps organizations embrace innovation. For more information. Intel and Hyatt Hotels for their support. Recent clients include BrownForman. Please share your own experiences and any tips with us.About This Booklet This booklet is meant to inspire more organizations to engage their employees in living healthier. and don't hesitate to direct comments or questions to info@bbmg. . About BBMG Founded in 2003. We'd like to thank Walmart. please visit bbmg. Samsung. forge new markets.