What Does Going Green Mean?

Our Insight on Coaching show on social responsibility definitely started off with a bang.  Kicking off our conversation, Brian Back brought up great points about the phrase “going green” itself.

His point: the phrase “going green” is not well defined, and can mean different things to different companies.

When I asked him to share what going green means to him, he said most companies view it as a strategy focused on energy efficiency and energy conservation.  Because both are issues every division within a company can relate to, it’s easy for many organizations to hone in only on the aspects of efficiency and conversation.  

Examples can include:

• Electrical power from clean renewable sources
• Green buildings
• Reusable water
• Waste reduction

However Brian and several other guests also highlighted the phrase is used by some companies for branding purposes, thrown around like a mantra and touted as an ivory tower vision – but lacking a tangible strategy backed by quantifiable goals and plans tied to the company’s core business strategy.

In terms of how to take the green concept from fluffy idea to core business strategy, Karlin Sloan had fantastic insight as well.  When thinking about what going green means for an organization, it’s important for many companies to think holistically.  She stressed it shouldn’t just be viewed as one program, like recycling. 

Upon doing some of my own research, many articles and other sources say the same. 

For example according to the May 22nd, 2008 edition of USA Today, in an article titled “Companies Discover Going Green Pays Off”, writer Ed Iwata says “A growing wave of companies in all sectors — technology, financial services, energy, retail, manufacturing — are embracing environmentally safe practices and saving hundreds of millions of dollars, according to corporate leaders and an environmental group's report Tuesday.  SunPower, Sierra Nevada Brewing, Patagonia, Ikea, Nike, Hewlett-Packard, UPS, Yahoo, and others are using green practices in their work sites, in product development and packaging, in energy-saving data centers and other technology, according to a report by the non-profit Environmental Defense Fund.”

In summary – it’s important for companies to view going green as an end-to-end initiative, encompassing every element of the business from the overall supply chain to how the office runs to sourcing sustainable resources.

Tom Floyd
CEO
IEC: Insight Educational Consulting
Specializing in Change Management, Workforce Performance, and Employee Development

Going Green: Coaching for Social Responsibility

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