Commentary

Sharing A Green Vision Story

The vision for the Subaru of Indiana (SIA) assembly plant in Lafayette, Ind., began as a question: "How green can we make a plant?" This challenge was taken up by a committee that involved every level of employee and a measurement structure that held everyone accountable. Ideas around reduce, reuse and recycle became practices and eventually, SIA became the first automotive plant in the United States to be ISO 14001-certified to achieve zero landfill status and to be located on a designated backyard wildlife habitat.

To successfully tell a green story, one must ask the right questions:

  • Who is the audience? Are you selling or servicing a broad customer base or a small group of investors? The size and diversity will dictate the level of detail and intimacy.
  • How interested is the audience in environmental concerns? Are they very engaged and asking for answers, or rather low in awareness and in need of education?
  • What is the audience's motivation? How can we make them the hero of the green story? Knowing their priorities, behaviors, attitudes and economics will keep the message targeted and relevant.

Keep in mind:

  • 82% of consumers are buying green products and services
  • 43% of companies plan to increase spending on green marketing
  • 16 of 18 industries and companies recognized as "sustainable" outperformed their competitors

The Subaru customer base is loyal and has a great deal of interest in the environment. This allows for a more in-depth message as they are up-to-speed on issues and can be brought much deeper into the company's activities. According to Subaru, "The emphasis on environmental stewardship is in keeping with the beliefs and practices of the people who buy the cars -- love of the outdoors and the environment."

When asked what advice he might have for others just beginning their journey, Tom Easterday, SIA's senior vice president, shared, "Be accurate. Be open to people. Don't oversell. Let the story tell itself."

Sharing a green vision story should include short- and long-term achievements. Be specific -- select a small number of broad goals with deadlines for completion. Periodically share progress reports against these metrics. The audience wants to know that there is a plan and there is accountability. In this way, the green vision comes to life and helps the audience see a brighter future. Awaken their sense and emotions with imagery and shared concerns.

When a story is told with truth, it is shared with confidence and credibility. The positives and negatives, accomplishments and failures provide inspiration to others. Tell the stories behind the most meaningful activities and connect them to the overall green vision and strategy.

Once the audience becomes a part of the story, they will want to know how things have progressed and what is next. It can be easy to assume that everyone already has heard the story. Keep the story alive and interesting with updates on new obstacles and the people, tools and experiences that help overcome them.

Looking ahead, Easterday said, "There is still much to do, but it won't be as visible. The challenge will be to make future activities visible to our associates to keep the momentum going."

Accurately and effectively using environmentally responsible printed communications strengthens the green message. Here are additional tips:

  • Learn about fiber certification

Independent, non-governmental organizations the Forest Stewardship Council (FSC), Sustainable Forestry Initiative (SFI), and PEFC (a global organization used primarily in Europe) use third-party auditors to certify that printing papers pass stringent chain-of-custody requirements. This ensures that your paper comes from economically, socially and environmentally protected sources, and that it originates from well-managed forests. A well-managed forest means that trees do not come from rain forests or ancient timbers, and that no indigenous peoples were displaced or habitat lost as a result of forestry practices.

  • Understand chain-of-custody

This designation certifies that, from forest through pulp producer, paper manufacturer, merchant and printer, all parties follow strict environmental and handling guidelines. The printer who turns the paper into a printed piece is thus authorized by third-party auditing bodies to provide the final certification. If a customer's paper passed through this chain of custody, it is certified and the customer can use the appropriate seals or logos on the printed piece.

  • Plan ahead
  • Standardize a corporate, environmental statement across all printed communications to save time and ensure consistency.
  • Discuss low- or no-VOC inks, renewable energy credits and ISO 14001 certification.
  • Allow extra time for ordering custom-size paper and/or paper with a specially-requested, high percentage of recycled content.
  • Arrive at a realistic page count without sacrificing the message, look and feel.
  • Calculate a reasonable quantity and review options that will give the piece a secondary use, or multiple uses.
  • Keep sharing

    Remember, the green story is evolving. It becomes more powerful as new storytellers share it with others.
1 comment about "Sharing A Green Vision Story".
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  1. Andrea Learned from Learned On, LLC, June 15, 2011 at 6:17 p.m.

    I am a loyal Subaru owner (a really old one, that I am determined to maintain for years to come, due to my - yes - green inclinations), and find their sustainability story to be a good one. It is so smart to let the story tell itself, and slowly engage consumers so that they start telling it as well. That's not something a lot of brands have the patience or wisdom to "let" happen. And, Easterly makes a great point in that - while there's (always) still much to do with regard to sustainability communications, they are going to do it less visibly.. and let the momentum build itself. Slow and steady wins the race, and will sustain. Great piece, Ferko!

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