. . . but it’s worth trying

From Loblaws’ wind turbines, to the LCBO’s war on plastic bags, and Land Rover’s carbon offset program – touting your environmental credentials has become an essential part of any large organization’s marketing mix.

And while it’s important to be part of the solution, many marketers are missing a big opportunity to lead. They’re spending their money on showy one-off tactics rather than developing robust, long-term sustainability strategies.

What’s at stake? Organizational credibility and a potential hit to the bottom line.

British Telecom (BT) is an example of an organization that’s getting it right. The telecommunications giant has set clear and measurable sustainability targets. And they’ve done a good job of communicating those targets both internally and externally. Most important, they are walking the walk and being recognized for it – placing seventh in a recent Times of London list of the UK’s Best Green Companies.

How did BT get there?

They created the single largest corporate wind power project outside the energy sector in the UK. They have engaged their employees to contribute by encouraging them to reduce their carbon footprint at home and in their communities by 20% by 2012. And they have a stated goal to provide consumers with products and services that will help them reduce their greenhouse emissions by 50% by 2020.

It’s an ambitious strategy – and it’s enabled BT to expand its portfolio to include additional revenue streams, such as through its carbon impact assessment consultancy.

Being green isn’t always easy, but by thinking beyond tactics and into the heart of the strategic opportunity, “Green” can be a credible PR push, and a new profit centre for your business.