Product Sustainability News You Can Use
Recycling 2.0 – Changing Consumer Behavior Amid Changing Waste Streams
Consumer recycling, once seen as the most basic of environmental practices, has become decidedly more complex. Some communities have mandated aggressive, long-term, zero-waste goals to divert sometimes up to 90 percent of their waste from the local landfill. That can lead to a wide array of what’s collected — and what’s not — engendering confusion among residents (citizens).
The result: After decades of growth, recycling rates have plateaued, or even dropped.
How can cities regain the momentum? There are some tried and true methods, but it takes a village, literally — producers, recyclers, municipalities and consumers, working together to find solutions.
In this hour-long webcast, you’ll hear how waste streams are changing; the latest data about what consumers think about recycling and what messages resonate with them; how one of the nation’s largest recycling companies is working with cities to increase recovery rates; and the secrets behind one of the most successful municipal recycling programs in the United States.
Among the things you’ll learn:
- Current recycling trends and the true bottom-line impacts of non-recyclable materials such as “flexible packaging”
- How recycling programs influence how consumers think and recycle
- The differences between what consumers say about recycling and how they actually recycle (what they are actually doing)
- Specific examples from Hennepin County, MN demonstrating how their innovative recycling education initiatives work
Speakers:Susan Robinson, Director of Public Affairs, Waste Management
Susan Robinson is the Director of Public Affairs for Waste Management. She has worked in the environmental industry for 30 years in roles that span the public sector, non-profit, consultancy, and over twenty years in the private sector. Since joining Waste Management in1999, Susan has been instrumental in the company’s implementation of new recycling programs in the Western U.S. She currently supports the company’s public policy efforts associated with materials management technologies. Susan is on the Board of Directors of Ameripen, served on the Washington State Governor’s Beyond Waste Working Group and is past president of the Washington State Recycling Association. She attended Stanford University and the University of Washington, and holds degrees in Applied Earth Sciences and English. Her Masters work in Environmental Studies is from the Evergreen State College.Julie Colehour, Principal, Colehour & Cohen
Julie Colehour is a Partner at Colehour+Cohen, a 36 person social marketing and public relations firm with offices in Seattle and Portland, Oregon. She has 24 years of experience creating and implementing social marketing campaigns that encourage consumers to adopt environmentally-friendly behaviors. Her experience includes 17 years working with EPA on ENERGY STAR including creating the plan that launched the brand in 1997. She works on behavior change campaigns that span a number of important social issues including recycling, waste reduction, water efficiency and healthcare. She is frequently called upon to speak on social marketing at venues across the country. Julie has been recognized for her work through many awards including eight Silver Anvils from the Public Relations Society of America. In 2001, she was named one of The Puget Sound Business Journal’s 40 under 40 young outstanding executives. She is also co-author of The Environmental Marketing Imperative (Probus Publishing).Angie Timmons, Environmental Education Coordinator, Hennepin County, MN
Angie is the Communications Coordinator for Hennepin County Environmental Services. She has fifteen years of environmental education experience. Recent projects include launching a multimedia campaign called “Recycle Everywhere” to encourage away from home recycling and promoting an environmental recognition program for businesses.
Angie has a Bachelor of Science degree in Natural Resources and Environmental Studies from the University of Minnesota and a Master of Business Administration degree from the University of St. Thomas
Joel Makower, Chairman & Executive Editor, GreenBiz Group
For 25 years, Joel has been a well-respected voice on business, the environment, and the bottom line. Joel is co-founded GreenBiz Group Inc., including its website, research reports and events on the corporate sustainability strategy and trends. He hosts the annual GreenBiz Forums and VERGE conferences around the world, and is author of the annual, award-winning State of Green Business report.
In 2012, he was awarded the Hutchens Medal by the American Society for Quality, which cited “his ability to tell compelling stories that both inform and inspire business leaders toward profitable action.” In 2014 he wasinducted into the Hall of Fame of the International Society of Sustainability Professionals.Topics:Tuesday, December 9, 2014 - 1:00pmSponsored by:Waste ManagementRead MoreWebcast URL:
How to engage millennials? Appeal to 3 core values, 3 core traits
How to engage millennials? Appeal to 3 core values, 3 core traitsBridget Croke9:00amFeatured Image:Read More
Popular opinion says that millennials are different animal from the rest of the populace. And with millennials quickly moving through their 20s and 30s, the yet-to-be-definitively-labeled Gen Z'er is coming of age and becoming a more critical decision maker.
With all the conflicting information on millennials' relationship with social change, how do we successfully engage these generations in positive behavior change? Do they care about your brand's social impact? Do they actually align their spending with their values? Or are they so cash-strapped and overwhelmed with information that clicktivism is the most we can expect?
In reality, all generations share a set of core motivations that drive our decision-making (hint: it's not our rational thought). But millennials and Generation Z have grown up in a different context and with a new set of digital tools that also influence behavior.
To best mobilize this audience around your brand and mission, we need to understand what core values and trends that drive behavior change.
Core value 1: Belonging
This basic human instinct isn't something we comfortably discuss, but ultimately most people want to fit in. We want to be seen as socially conscious only so much as it sits within the expectations of our peer group.
Millennial embrace of the Toms Shoes brand is an example of a peer-driven business growth where social impact becomes synonymous with cool. Toms made it easy to take an impactful action, attracting a socially conscious millennial audience who take easy social actions such as online petitions, likes and shares.
Toms leveraged these influencers to mobilize their friends who wanted to be part of the club. The shoes became a proof of belonging.
Suddenly, the one-for-one model wasn't just another stodgy cause marketing program. One-for-one became a new category of social action, where the product becomes a badge of honor. With this in mind, we can treat behavior change like an innovative product launch, where we target early adopters first and use their influence to make that behavior feel like the default behavior in their community of peers.
Core value 2: Recognition
Within the confines of belonging, we like to also feel special and unique. If a particular behavior is perceived in our social circle as cool, we want to be recognized for that. Peruse your social media feeds and you'll likely notice your online community filled with "humblebrags" — casual shares of images and recent achievements that their peer group is likely to value and recognize through likes and comments.
Want your audience to recycle? Recognize that action in contexts and sharable formats that make them look cool.Global Citizen and EKOCYCLE did this skillfully with their #ADayWIthoutWaste mug shot campaign, showing fun pictures of friends at trendy events like SXSW and the Global Citizen Festival in Central Park confessing their crimes of waste and pledging to go waste-free for a day. The content is sharable with a fun backdrop and the context of events that builds social currency.
Core value 3: Need for ease
Outside of our deep-seated values, we will take the path of less resistance — the default action given to us.
You want people to recycle? Make your package easily and clearly recyclable and work with communities to make recycling the default action. To get people to recycle, communities should make their recycling container bigger than the waste receptacle, make sure recycling is picked up as or more frequently than trash and properly incentivize the behavior.
None of this means that generational differences don't exist. There are also some characteristics and trends unique to millennials and younger audiences. A few examples follow.
Millenial/Gen Z trait 1: Natural hackers
This is a generation of makers with their own Etsy stores. They've seen a shift from Hollywood celebrity to young celebrity entrepreneurs like Mark Zuckerberg. Teenagers are finding their own solutions global problems from the great Pacific ocean patch to clean water and energy .
Unilever wisely leverages these great minds with their young entrepreneurs program, thereby driving greater youth engagement. Let them help create the solution and build far more brand relevance and likely impact. Otherwise they might leave your company behind and start their own businesses that solve social issues and change the behavior of their generation.
Millenial/Gen Z trait 2: Diminished influence of geographic borders
The sphere of influence of young people includes good friends, neighbors and their vast digital community. According to a ShareThis report , Millennials are 3.6 times more likely than their elders to share online, so peer pressure extends far beyond local communities. This generation has seen the advent of the self-made social media and reality TV celebs.
Influencer status is well within reach of the average social-savvy teenager and 20-something and therefore the line between leader and follower has blurred. Instead of focusing on a single celebrity to motivate consumer action, distribute the message amongst a larger number of everyday influencers with strong social followings. It's like the Avon model for the twenty-first century.
Millenial/Gen Z trait 3: New lifestyles demand less ownership
These generations are driving the sharing economy. Our population continues to urbanize and live a less traditional lifestyle. Older millennials are getting married less and are making major purchases like houses and cars at lower rates than older generations.
New lifestyles and limited budgets have paved the way for new business models that leverage a service-based economy, requiring less individual ownership. Growing businesses such as Rent the Runway, car sharing serviceGetaround, and emerging player Yerdle all succeed at driving new behaviors based on these trends. Brands need to appeal to these new lifestyles. Brands getting wise to this shift are the ones skillfully claiming this new audience and staying on trend.
Home Depot, Walgreens and BMW are some of the companies dabbling in this movement. But the trend of big brands participating in the sharing economy is still nascent. To engage millennials and Gen Z in behaviors you want to drive, ride the waves of new behaviors that are already beginning to take hold. To drive the greatest impact, be sure to understand and consider the core human values driving behavior and the new contexts shaping these generations.
Top image of young designers by Dragon Images via Shutterstock.
Why understanding the true value of water is smart business
Why understanding the true value of water is smart businessSteve Bolton8:00amFeatured Image:
Concerns about water availability are increasing around the world. Water scarcity threatens the ability of companies and communities to operate as they have in the past. Business value may be at risk if they do not have insight into these natural capital considerations and adjust their operations accordingly.
Understanding the true value of water and pinpointing limits to growth is a growing global trend. Companies that quantify their natural capital dependencies will benefit from a more complete picture of the most effective ways to allocate water and other resources.
Current market pricing disconnected from risks
In many regions, the market price of water is inversely proportional to how much is available. For example, water-scarce regions of China can have a low price for water which does not reflect its relative availability. Forbes India magazine has an informative world map showing local water prices based on data from Global Water Intelligence.
The market also does not consider the risk to business value of water availability, nor the benefits that water provides communities and ecosystems. As water demand rises around the world resulting in shortages and increased operating costs, it will be difficult to conduct business in the same way as before. Without measuring the hidden risks to business value of insufficient water, a company cannot perceive the potential losses or respond to them.
The full value of water should be measured by incorporating its broader social and environmental significance within the market price. By using this value, companies can identify hidden water risks and make more informed decisions, such as locating facilities based on water availability and selecting water-efficient technologies to use in production processes.
Facing water scarcity
Trucost’s research for GreenBiz’s State of Green Business 2014 report found that the average US business uses over 49,000 cubic meters of water per million dollars of revenue. In a world faced by increasing water shortages, we must identify and implement ways of decoupling commercial growth from natural capital dependency, so that economic success does not overwhelm natural resource capacity.
This year’s drought in California reflects the impact of resource scarcity on quality of life, economic activities and public services. As of September 2, 2014, a total of 58 emergency proclamations for water conservation have been issued by municipalities, counties, tribal governments and special districts. The State Water Board is providing technical and funding assistance to communities facing drinking water shortages. The state also has responded to 25 percent more wildfires than during an average year, which have burned 15 percent more acreage, equating to increased costs for firefighting and natural resource damage.
Focusing on the true value of water
Water is not valued properly according to the gaps between supply and demand. For instance, the low market price of water in dry regions is a perverse incentive to grow water-intensive agricultural products despite the high risk of drought or damage to long-term water supplies.
Since market water prices do not capture the full costs of extracting water, these costs are borne by society and the environment — so-called ‘externalities.’ These externalities are becoming more visible as water shortages threaten local communities, ecosystems and economies, droughts shrink crop yields and increase food prices, and desertification takes over farm land.
Applying the true value of water for business growth
How do we monetize water risk so it can be factored into investment decisions and considered alongside other business metrics? Trucost estimates that the true value of one cubic meter of water ranges between $0.10 where it is plentiful and $15 in areas of extreme scarcity. Forward-thinking businesses should apply this true value of water to inform their operating strategies, such as aligning water use with its availability and evaluating new infrastructure investments, procurement strategies and product portfolios. Companies can focus on the true value of water to prepare for having to absorb costs that were once off the books, but are now being internalized due to new regulations, higher water prices or water shortages.
One example of this approach is work by Yorkshire Water in the U.K., which applied natural capital valuations to inform its 25-year corporate strategy so that it could meet the needs of one million new households. The company created an environmental profit and loss account so that it could allocate resources and manage commodity costs for the long term. In the EP&L, negative environmental impacts are shown as losses, such as water extraction, waste disposal and pollution, while environmental benefits are identified as profit, such as the company’s water recharge and energy recovery facilities. Applying monetary values helped the company communicate its water efficiency strategy to stakeholders, including suppliers, customers and regulators, in a way that is easy to understand.
Another example is the use of shadow water pricing by Nestlé, so that the company includes the full value of water in its operational decision making. A recent article in The Financial Times outlines how the food company applies an internal water value to spur more efficient use in its factories. Under this policy, water is priced at approximately $1 per cubic meter for facilities located where water is readily available and $5 in more arid regions. Nestlé applies this value when considering purchasing new equipment, making tangible the impact of water availability within capital expenditure decisions. Shadow pricing has also been applied to greenhouse gas emissions by Microsoft, Disney, and at least 27 other US companies, to factor climate impacts into their business decisions.
Monetary valuation for improved decision making
Monetary valuation enables a business to include the true value of water — not just its current market price—alongside traditionally priced items such as labor in capital budgeting, as well as adjusting the net present value of capital and operational expenditure. Applying monetary values to projected water consumption and deducting the environmental costs from future cash flows can reveal which option has a lower risk. By expressing all of its environmental impacts in the single metric of monetary value, a company can easily identify and manage its most significant environmental risks and opportunities. Water valuations also can be used to map commodity flows and quantify risks across a company’s brand portfolio or business unit.
As a result of understanding the true value of water, a company can make more informed decisions which maintain business value by avoiding or minimizing the risks associated with water scarcity and other natural capital constraints.
Top image by Wollertz via Shutterstock.Read MoreTopics:
For Sprint, communications is core to climate resilience
For Sprint, communications is core to climate resilienceAnn Goodman8:45amFeatured Image:Read More
In what surely is a glaring understatement, Tanya Jones, manager of Sprint Corp.’s vital Emergency Response Team Operations, observed, “We learned quite a bit from Hurricane Sandy.”
Indeed, Sprint, like all telecommunications carriers, lost cell sites on the northeastern seaboard and in New York City in the 2012 superstorm, which hurt its cellular operations. Fortunately, Sprint’s ERT was able to provide critical communications services to various first responders and emergency agencies using vehicles such as COWS (Cell On Wheels) and COLTS (Cell on Light Trucks), including those near the World Trade Center in New York, where the vehicles were parked right in front of the Freedom Tower, after police blocked it off for the Sprint workers.
Among the key learnings from the debacle, said Jones: How better to rebuild; where better to stage; how better to “future-proof our technology to ensure our equipment is upgraded and our personnel equipped” for disaster.
Her team of disaster emergency workers in multiple U.S. locations, including Dallas and Sterling, Va., is at the center — and on the front lines — of Sprint’s emerging approach to climate resilience. Having overseen the company’s disaster response for 10 years and found herself on the spot during 2,500 events — from hurricanes to fires to tornados to floods — her interpretation of such events is telling:
“While a disaster is a disaster, I subscribe to the theory that the climate is changing weather patterns. You see more forest fires in the west and more hurricanes; you see increased water and air temperatures and storm activities; and there’s been an uptick in severity of storms,” Jones said.
A communications approach to resilience
Jones’ thoughts on disaster and climate echo the observation of Sprint's director of corporate responsibility and sustainability, Amy Hargroves, who heads the company’s approach to climate resilience: “The same risks exist for climate-related events as for other disasters, but there’s a greater range of events and more of them.”
Of acute importance, Hargroves noted: “In our field, as a communications company, disaster resilience has to be core to our business, because there’s so much dependence nationally on communications.”
Indeed, while now majority owned by Japanese parent Softbank, Sprint’s network is United States-centric, serving federal, state and local governments as well as emergency responders — and, of course, the company’s 50 million-plus business and individual customers.
Because emergency response is at the core of Sprint’s resilience approach, the company is always at the cutting edge of communications technology: “LTE, high-speed data, 4G, emergency response — we can provide that now, but most of what we do is make sure we’re on top of technology, because it’s not if but when a disaster will happen,” Jones explained.
Keeping its emergency response team up to date with special equipment and mobile communications — as well as learning from each disaster — is only one part of Sprint’s four-pronged approach to implementing climate resilience, a business priority of Hargroves’ sustainability team, which has won the company a number of accolades, including the recent Compass Intelligence Eco-Focus and EPA Climate Leadership awards.
Other priorities in Sprint’s resilience approach include:
• Frequent assessments of the company’s network risks.
• Improving backup power with less carbon-intensive sources, including research on hydrogen-fuel cells, in part with the Department of Energy.
• Reviewing lessons learned to find new business opportunities, including those related to customer offerings.
Overarching goals include reducing the company’s greenhouse gas emissions and electricity use by 20 percent by 2017 from 10 years earlier and ensuring 90 percent of its supply chain meets Sprint’s environmental and social criteria. The goals are complementary, particularly given Sprint’s massive network overhaul, at a cost of nearly $5 billion over three years, now coming to an end.
That renewal has allowed Sprint to achieve its 2017 GHG reduction goal and come within 1 percent of its electricity reduction goal. Sprint provided free guidance on greenhouse gas measurement, reporting and reduction strategies to its top suppliers, including those involved in the network overhaul.
Network risks: cell sites, signaling, fleets, response prioritization
To ensure the network stays up to date — and up and running — in case of disaster, the company runs quarterly risk assessments. And Sprint expects more extreme events.
On planning for potential climate risks, Hargraves noted that since Sandy, “it’s not so much that we’ve done anything new, but that there’s increased risk recognized through insurance [coverage] and assessment. That’s how we adjust and plan.”
Fleets: Network risks also include the company’s fleet of vehicles for a range of conditions that could affect the cell sites, the most vulnerable part of the network. Fortunately, Hargroves noted, insurance companies have been building climate risk into their corporate risk models, assessing the level and nature of risk per site. With that information, Sprint can determine which sites may be most vulnerable and potential candidates for relocation. “We look at 500-year flood levels when we build our sites,” she said.
Cell sites: With some 55,000 cell sites across the country, Sprint has a lot to keep track of. The signal from the site must be accessible in order for wireless customers to complete calls. Cell site traffic is aggregated at over 100 major satellite switching sites that allow calls to be terminated between various wireless and wire-line networks. Much of the IP-based (Internet Protocol) control functionality is handled by some 30 Core sites that act as traffic directors for voice and data services.
“Networks are complicated beasts, and risk varies according to the site,” said Hargroves. “But the most important parts to protect are the switch sites, mainly because they aggregate traffic from thousands of cell sites. A single switch outage can isolate a complete market, leaving customers without critical wireless services over a large geographical area.”
Emergency response: Of rising importance to the company’s resilience plan, said Hargroves, is the sort of emergency response to disasters that Jones manages. “We anticipate greater demand for the services of our Emergency Response Team because of the increase in the number of disruptive events,” Hargroves said.
Essential to the response is the specialized mobile equipment, such as mobile communications centers, including COWs and COLTs. These are whole vans or trailers especially useful in places that are hard to access. “Demand for COWs and COLTs has increased over the past several years, so our fleet has been [growing] and is expected to continue to grow in response,” she explained.
A big part of emergency response is sequencing and prioritization: That entails determining who is “in charge” of disaster management (from a government perspective), which communications capabilities are intact and which are needed — and then developing a prioritized list of communications services and infrastructure that the company will provide.
Sprint may send out its ERT to work with government and provide critical communications services initially for the first responders — government personnel, military, FEMA, Red Cross — to enable them to communicate, especially if a lot of infrastructure, such as cell site towers, signal repeaters or switching centers, has been disabled. The Sprint ERT always works with local government, including sheriffs and firefighters. Next in line are customers.
Risk, site planning and backup power: response to storms, fires, flooding
While Sprint always has had backup power initiatives, those have expanded throughout the United States over the past few years — as has the need for backup, which has risen, along with the frequency of disasters.
“Provision of backup power is very much motivated by both natural and manmade disasters,” said John Holmes, who, as Sprint’s manager of network planning, is responsible for the company’s strategic planning efforts involving backup power, energy efficiency and sustainability for the company’s network.
The need for backup power varies by region. “In the eastern and southern coastal regions, hurricanes and tropical storms can cause widespread damage,” he said. “In the Midwest and upper Midwest, ice storms can result in widespread outages.
“Wildfires can be a problem anywhere there’s a combination of very dry weather and a lot of combustible ground or tree cover. As a general rule, they are more frequent out west. Places like California or the Pacific Northwest are susceptible to earthquakes.
“Also, don’t count out tornadoes. Heavy rainfall can result in flooding, and many times that will occur downstream of where the majority of the rainfall occurred."
Sometimes the power stays on, but Sprint “can still have widespread outages, if, say, a major backbone fiber carrying multiple backhaul circuits (which connect the BTS equipment to the switches) is cut,” Holmes pointed out. “That would prevent calls from being completed … and is often manifested to the wireless subscriber as a fast busy signal.”
What’s more, Hargroves added, the question of where to build cell sites has been complicated in recent years by the increase in frequency and severity of storms, as well as the availability of energy and water sources.
“A few years ago, we studied the impact of climate change on water scarcity and cost in the U.S. The results were shared with the C-suite and operational teams so they could use it as input for site planning. For instance, if you need a big building, you should expect it to have a water chilling system, which is a big driver of water use. If you know where water will be scarcer, and thus more expensive, you should avoid building in those areas,” Hargroves explained.
In 2013, water cost the company a mere $1.2 million, compared with $300 million for energy, “so it’s a far lower economic priority,” she said. “However, given the importance of water globally, it would be foolish not to consider drought forecasts in your site-planning process.”
By contrast, Sprint has a strong economic incentive to reduce its energy usage, which is primarily electric. The company has cut its internal electricity use by 22 percent since 2007 and reduced its electricity costs by $87 million annually. Including Clearwire, acquired — along with its emissions output — in 2013, Sprint’s electricity costs are still down by 19 percent.
Power backup and hydrogen fuel cells
When disaster strikes, electrical power from traditional sources is likely to go down, as recent climate-related events, including Superstorm Sandy, have shown. That’s why backup power is essential for telecommunications providers such as Sprint. A backup plan is needed for all critical components in the network. Because Sprint is committed to lowering carbon emissions, the company looks to cleaner backup power sources.
“Our second priority for carbon reduction is back-up power, which is a leading contributor to Sprint’s Scope 1, or direct, emissions,” said Hargroves. “Scope 1 emissions represent only 3.5 percent of our aggregate Scope 1 and 2 emissions. Within the 3.5 percent, 10 percent is emissions from back-up power sources, such as diesel fuel and propane.
“Sprint includes its Scope 1 emissions in its goal to absolutely reduce GHG emissions by 20 percent by 2017, and in fact, has reduced them by more than 41 percent so far. Increasing our use of hydrogen fuel cells and propane — and decreasing use of diesel generators — as backup power sources at cell sites has contributed to this success.”
Hargroves noted that Sprint’s fleet, with 1,000 vehicles, has a substantially smaller GHG footprint than the fleets of its direct competitors, which have 40,000 or more vehicles.
“When we talk about network resiliency, we mean the ability of the network to maintain power and functionality, particularly at the switching and cell site level,” she said. “There are multiple lines of defense, the first of which is batteries. Since we have the greatest dependency on batteries, much of our focus is on reducing the environmental impact and duration of use of our network batteries. We have partnered with the National Renewable Energy Lab and the Department of Energy on battery technology, which is so critical for a communications company.”
The second line of defense is using both a diesel generator and natural gas feeds, even propane and methanol, to access multiple core electricity streams in a single place to provide backup power. While solar and wind power are sparsely used where possible, neither technology is practical, given risks (when wind is strong, a disaster could be in the making), lack of continuous availability of energy and cost-benefit balance.
Sprint is maximizing its use of hydrogen fuel cells in part through work with the DOE, whose $7.3 million grant in 2009 has supported the company’s development and deployment of 260 additional fuel cells to support its backup power systems, network planning manager Holmes said.
The innovative fuel cells use an on-site, refillable, medium-pressure hydrogen storage system, which has eliminated bottle swaps, required in earlier generations of the technology, while boosting the standby runtime of the cells to parity with that of other backup solutions such as diesel generators. The company’s 500-plus hydrogen fuel cells help Sprint ensure that its Scope 1 emissions related to back-up power stay low despite significant increases in network resilience, achieved via more sites with longer back-up power.
Customers and business opportunity
Perhaps the biggest business opportunity in climate resilience for the company is on the consumer side of the business, said Hargroves. “We’re trying to identify additional services we can provide to help customers” understand and prepare for potentially disruptive events.
So far, most of the company’s focus has been on the “survivability of network infrastructure,” Hargroves said. The company’s Japanese parent Softbank has exceptional experience in this arena, gained during the Great East Japan earthquake of March 2011.
Explained Hargroves: “Up to now, the main things we’ve done involve the survivability of our services, directly helping first responders, supporting customers on billing, and managing our service, versus providing information that can help them manage through the disaster — things like how to extend the life of your phone battery and recharge with limited electricity sources available, which is different from relaying information during a disaster, as people become more and more dependent on cell service.”
But the company imagines the opportunity to change that. Sprint may have a competitive advantage in consumer engagement, if it can leverage some other assets of Softbank such as Yahoo (in Japan) and provide disaster-related content on its customers’ phones.
She added: “We do think there are some interesting opportunities with emergency alert systems and disaster content support. So if someone can figure out a good way to do it, this is a terrific opportunity.”
Top image of Sprint store in New York City by Northfoto via Shutterstock
Denis Hayes: From Earth Day to the Bullitt Center
Denis Hayes: From Earth Day to the Bullitt CenterMike Hower7:30amFeatured Image:Read More
Catch Denis Hayes in person at VERGE SF 2014, Oct. 27-30.
The Seattle Bullitt Center has been touted as one of the world's greenest commercial buildings. Spearheaded by the Bullitt Foundation, which offers grants to organizations working to advance environmental initiatives in the Pacific Northwest, the six-story, 50,000-square-foot building was completed last year and is undergoing certification for the Living Building Challenge — a standard more ambitious than LEED.
To be declared a Living Building, a structure must be self-sufficient for energy and water for a full year and meet standards for the materials used and the indoor environment. The standard also requires that the building helps restore the natural environment.
The Bullitt Center is the brainchild of Denis Hayes, president of the Bullitt Foundation, who has been at the forefront of the sustainability movement since serving as national coordinator of the first Earth Day in 1970. Since then, he has fought countless legislative, cultural and courtroom battles and authored several books and articles aimed at advancing the interests of human, urban and industrial ecology.
Next week at VERGE SF, Hayes will showcase the Bullitt Center and how it embodies the concept of human, urban and industrial ecology. I recently had a chance to chat with Hayes to learn more about the project ahead of his presentation.
Mike Hower: Can you please explain how the Bullitt Center is a 'living building'?
Denis Hayes: The Bullitt Center is an example of biomimicry in the built environment. It more or less functions like an organism. For example, it has a nervous system that senses what the temperature is outside, what the temperature is inside, whether the wind is blowing, what direction it's blowing from, how fast it's blowing, whether or not it's raining, how intense the sunlight is and how much carbon dioxide is built up inside. Just like your autonomic nervous system, the computer absorbs all of this information and plugs it into a few fairly simple algorithms that determine whether the external venetian blinds should be up or should be down and — if down — whether they should be shut or angled upward, whether they are trying to keep heat out of the building or merely reflect light further into the building and eliminate glare. The same system determines whether the windows should be open or shut just like the pores on your body.
Like an ecosystem, the Center gets all of its energy (and in fact, it's net energy positive) from sunbeams that fall on its roof in Seattle. It is a six-story office building that last year produced 50 percent more electricity than it used. It captures rainwater that falls on the roof, filters it, uses it for all purposes, including potable drinking water. It's the first commercial building in America that treats gray water and re-injects it right into the soil and the water table, right inside a city.
Hower: What other sustainable features does the Bullitt Center boast?
Hayes: We identified 362 materials that are harmful for people and other living things that are common in buildings — things that are carcinogenic or mutagenic or endocrine disrupting or something — and we kept them all out of the building. The facility has composting toilets and uses a flush toilet system that is foaming, so that in a typical flush, it uses less than a half a cup of water. All of the waste is composted right on site. It's the first office building in the United States to be project-certified by the Forest Stewardship Council, which is to say every piece of wood in the building is FSC-certified, so it's from a forest that has much larger buffers around its drains, doesn't cut any old growth, has longer rotation times, doesn't use herbicides and should be able to produce wood 1,000, 2,000 years from now, unlike a typical industrial forest model.
Hower: A key objective of VERGE SF is creating a dialogue between cities and tech companies to help scale solutions that ultimately will help them achieve their sustainability and resilience goals. What do you personally believe it means for a city to be resilient?
Hayes: It means that the city is redesigning itself with an awareness that the world around it is now inevitably changing and will continue to do so no matter what we do for several more decades into the future, as a consequence of changes that already have been made in the atmosphere. A resilient city is able to accommodate those — whether it's floods or droughts or hurricanes or whatever the changing climate throws at it. Resilience in human ecosystems, just as in natural ecosystems, is a measure of the flexibility to endure and prosper, regardless of what challenges arise.
Hower: How do you believe cities can develop successful public-private partnerships and create a marketplace for things such as smart city products and services?
Hayes: There are several things within the city that historically have been and continue to be public sector responsibilities, such as roads, transit, sewage systems, water mains. There are opportunities to privatize some of that, but it's not clear that there is much advantage in doing so, at least in American cities today. But there are a bunch of other places in the built environment, and especially in buildings and cultural institutions that give life and dynamism to a city, where the private sector, if not influenced by incentives and disincentives, will be driven by market forces to something suboptimal. The typical developer, to be financially successful, spends no more than is absolutely necessary to produce a building that will attract the tenants that it's designed to attract. He can then fully lease up the building and flip it, ideally within a year or two, to an insurance company or real estate investment trust. The developer moves on to the next project — so it's about minimizing a building's initial cost, without regard to its lifetime operating costs. That's why, for example, cities have energy codes and fire codes, and why America banned lead paint.
We have an enormous amount of wood in our building; the ceilings are all wood and the substructures of the floor underneath it and the external beams are all wood. It's the first wood beam construction in Seattle for a six-story building since 1927. We paid 10 percent more for all of that wood because it is all from FSC forests. If you're a tenant and you look at it, what you see is simply wood. If you're a structural engineer looking for its characteristics, it has the characteristics of wood. All of the additional benefits accrue to the forests where it came from and to the workers in those forests; none of them adhere to the developer or the tenants in the building. Yet if we want to continue to have forests 1,000 years from now, we need to have something that incentivizes that.
So you can have governments that encourage developers to use wood that is sustainably harvested, either by providing them a swifter path through the regulatory maze or providing them a little bit of additional space on the lot, transferable development rights, some kind of preferential treatment in real estate taxes. There are all kinds of tools available to cities, and they use them for a variety of good purposes. They use them principally for low income housing, but also to bring parks and recreational space into underserved neighborhoods. Some cities insist upon urban art.
Only rarely do cities use their tools to promote resiliency and sustainability. But the same tools should be used for those purposes, in a partnership where the private sector can say that "we would love to do this but we can't make it pencil-out unless we have this incentive." As long as everyone is honest, it can be a pretty productive partnership.
Top image of Denis Hayes by David Hiller.
Stericycle, DOT and CDC help hospitals prepare for Ebola waste
Stericycle, DOT and CDC help hospitals prepare for Ebola wasteJanet Howard7:15amFeatured Image:Read More
How do hospitals prepare for the potential Ebola virus waste stream with science-based decision-making and start off with a best management approach to this waste?
While this is an emerging topic with evolving practices, the most important resource is The Center for Disease Control and Prevention Web page for interim guidance on the best approaches for protective equipment, segregation, storage, packaging and removal of this Category A infectious material. While this waste stream may not become an issue for most hospitals, preparedness is key.
Special process for waste disposal
Stericycle, a member of Practice Greenhealth, began working with the CDC and the Department of Transportation in August when the first Ebola case entered the United States. As a result of the collaboration, DOT released a special permit process along with requirements for proper segregation, containment, packaging and removal of this Category A infectious waste to address the needs of Dallas Presbyterian Hospital while maintaining overall public safety.
Stericycle, DOT and CDC continue to work together to evaluate the process and prepare to address additional Ebola-related waste needs. At present, each incident is addressed on a case-by-case basis.
To prepare for waste disposal, hospital staffers should work with their waste hauler for specific packaging procedures and ensure appropriate supplies are on-hand in the hospital and that their hauler is prepared to manage waste removal and disposal. Additional special permits likely will be required from the Department of Transportation to remove the Category A infections waste (PDF), a different category from traditional infectious material (Category B).
The CDC reports that Ebola requires standard, contact and droplet precautions. It is spread by contact with one or more of the following: infected animals; blood or body fluids (including urine, saliva, sweat, feces, vomit, breast milk and semen) of a person sick with Ebola or objects (such as needles and syringes) contaminated with the virus.
Ebola is not spread through the air or by water, or in general, by food. However, in Africa, Ebola may be spread as a result of handling bush meat (wild animals hunted for food) and contact with infected bats. There is no evidence that mosquitos or other insects can transmit Ebola virus. Only mammals (humans, bats, monkeys and apes) have shown the ability to become infected with and spread Ebola virus.
According to the CDC site providing guidance for clinicians, the Ebola virus enters the patient through mucous membranes, breaks in the skin or other parenteral means. It infects many cell types, including monocytes, macrophages, dendritic cells, endothelial cells, fibroblasts, hepatocytes, adrenal cortical cells and epithelial cells. The incubation period may be related to the infection route (six days for injection versus 10 days for contact). Ebola virus migrates from the initial infection site to regional lymph nodes and subsequently to the liver, spleen and adrenal gland.
The CDC reports on the details regarding personal protective equipment. For waste collection, environmental services staff are recommended to wear, at a minimum, disposable gloves, gown (fluid resistant/ impermeable), eye protection (goggles or face shield) and face mask to protect against direct skin and mucous membrane exposure of cleaning chemicals, contamination and splashes or spatters during environmental cleaning and disinfection activities.
Additional barriers (leg covers, shoe covers) should be used as needed. If reusable heavy-duty gloves are used for cleaning and disinfecting, they should be disinfected and kept in the room or anteroom. Be sure staff is instructed in the proper use of personal protective equipment including safe removal to prevent contaminating themselves or others in the process, and that contaminated equipment is disposed of appropriately (included in the Category A waste collection). Any mattresses or pillows that are not covered with an impermeable plastic covering should be treated as Category A infectious waste, as well.
Check the CDC website frequently for any updates. The CDC also recommends that any room with a patient on isolation for the Ebola virus should be free of cloth materials such as carpeting, curtains or furniture. EPA-registered hospital disinfectants with a label claim for a non-enveloped virus shall be used on all surfaces and all waste should be collected as Category A regulated medical waste, including reusable linens.
Sustainability and infection control
Sustainability teams, led by infection control, work together to educate new and existing employees, develop posters, strategically place waste bins and monitor waste segregation practices.
According to the Practice Greenhealth Sustainability Benchmark Report, award-winning hospitals average a 9 percent regulated medical waste generation with top performers at a 2.3 percent compared to total waste. With waste fees at least five times more than for solid waste, it's worth the effort, saving anywhere from tens of thousands to hundreds of thousands of dollars per year in waste removal and treatment fees.
9 ways sustainability drives profit
9 ways sustainability drives profitChris Hummel6:00amFeatured Image:
Today most executives recognize that sustainability must be integrated into their organization's core strategy — not to say that they necessarily understand why. In fact, too many are still content wearing some kind of sustainability PR badge just because the "About Us" section of their website gives sustainability a one-paragraph mention.
For their sake and ours, here are nine reasons why all of us might want to redefine how we approach sustainability.
1. Lower costs
Sustainability drives profitability. For example, Intercontinental Hotels says it is saving $30,000 a month at two San Francisco hotels by micro-managing peak power. Watch for companies using the uninterrupted power supplies in their data centers to do the same thing. They might even rent spare capacity on their UPS to utilities — UPS as a profit center, anyone?
2. Increased revenue
CBRE, the world's largest commercial real estate services firm, surveyed San Diego and found that green buildings commanded 18 percent higher rents ($2.42 per square foot versus $2.02 per square foot) and higher occupancy rates (88.3 percent vs. 84.3 percent) than conventional buildings. Other surveys show similar results.
3. Higher capital value and ROI
In real estate, higher rents and lower turnover translate directly into higher capital values (PDF) that can average 10.9 percent for new buildings and 6.9 percent for older ones. It also helps you control your utility bill.
4. Leveraging broadband investments
As part of a smart-grid upgrade to make its electrical system more efficient, municipal utility EPB installed a 1-gigabit fiber optic network that reaches more than 172,000 homes and businesses in Chattanooga, Tenn. By building one network for both grid and Internet traffic, EPB was able to leverage its investments and construction costs, and provide local residents along with businesses such as Volkswagen and Amazon with some of the fastest Internet service in the country. This project will become a model for many communities.
Sustainable brands outperform their peers by 120 percent. Seventy-five percent of retailers say sustainability has strengthened or mitigated their brand. I have seen several private studies by the top branding agencies in the world that say similar things.
6. Customer engagement
Ask anyone who has retrofitted their restaurant or store with LED lighting: patrons linger longer. Anecdotal evidence is also being gathered about higher sell-through rates (let alone more savings, of course, as solid-state lighting and lighting networking can cut light power consumption by 70 to 90 percent.)
Workers younger than 25 rank an employer’s reputation as an important draw for a job. "It is one of the soft things that many companies don't understand but it is crucial in the retention and morale of employees," Larry Vertal of AMD has noted. "It is amazing how the highest talented people will grill you about your sustainability practices in job interviews.”
8. Health and wellness
Workplace and building design can have a direct impact on motivation, employee satisfaction and productivity. If you’re not freezing or complaining about the heat, you’ll get more done. This benefit may be tough to quantify, but the compelling anecdotes are growing. Hewlett-Packard found that lighting controls can reduce migraines. Data also shows that respiratory problems drop in retrofitted buildings.
9. Data center performance
With the trend towards cloud everything, data center managers are some of the biggest believers in sustainability as electricity can consume up to 30 percent of the operating budget. Google claims it has saved over $1 billion through its energy efficiency measures in its data centers.
What kinds of measures can be taken in a data center environment? Designing for energy efficiency can free up floor space, reducing real estate costs. Lowering wasted heat extends equipment lifetime and reduces failures. Even innovations such as flash memory storage systems — one of the more interesting new ways to reduce power consumption — let companies get more work done with fewer machines.
The list could go on. What are some results and unexpected benefits you’ve seen? And how do you think we can use hard data to move the ball forward?
Top image by Patryk Kosmider via Shutterstock.Read MoreTopics:
How Green Product Claims Affect Purchase Intent and Brand Perception
Great sustainable product stories, told well, can generate enormous benefits. That’s why leading global brands have made sustainable products and processes — and the effective communication of their efforts — a high priority.
But telling a sustainability story is rife with risks. Making unsubstantiated claims can damage your brand’s reputation and strain customer loyalty. On the other hand, communicating your sustainability efforts in a credible and compelling way can influence consumer purchase intent and brand perception.
How do you tell your product story effectively? That’s what UL Environment set out to uncover with a study, conducted by Shelton Group, that polled more than 1,000 consumers and conducted more than 40,000 head-to-head green product claim comparisons.
In this hour-long webcast, you’ll hear the key findings from that study and hear a discussion about how to leverage this information to enhance your company’s sustainability story to drive greater brand value.
Among the things you’ll learn:
- What consumers want to know related to green product claims
- The impact of green product claims on purchase intent
- How consumers view claims that are vague or misleading
Register to attend the webcast and receive the recording when it concludes.Topics:Tuesday, November 18, 2014 - 2:00pmSponsored by:UL EnvironmentRead MoreWebcast URL:
Inside Paul Hawken’s audacious plan to 'drawdown' climate change
Inside Paul Hawken’s audacious plan to 'drawdown' climate changeJoel Makower9:11amFeatured Image:
Catch Paul Hawken in person next week at VERGE SF 2014, Oct. 27 to 30.
Today, at the Greenbuild conference in New Orleans, entrepreneur and author Paul Hawken will publicly unveil a project, more than a year in the works, aimed at reducing greenhouse gas concentration in the atmosphere.
You read that right: to reduce, not just stabilize, atmospheric CO2 and other gases, in order to reverse rising global temperatures.
Project Drawdown, as it is named, will produce a book in 2016, detailing the costs and benefits of scores of climate solutions, from light bulb technology to livestock techniques to literacy for teenage girls. For each, Hawken and his team will “do the numbers,” providing detailed, science-based data and econometric models showing how each plays out, based on current technology and how it will likely evolve over the project’s 30-year horizon.
“The book is not a plan,” Hawken explained to me recently. “It is not a proposal. It is a reflection back to the world what we are doing and know how to do right this second.”
A meaningful dent
The project grew out of Hawken’s frustration with actionable, scalable solutions that would make a meaningful dent in the atmosphere’s growing accumulation of greenhouse gases. The solutions that had been proffered over the years were all seemingly out of reach — ungodly amounts of solar and wind energy that would be required, for example, or the mass adoption of futuristic, unproven technologies.
“It made me feel like this is intractable, that it requires such Promethean work by such mammoth institutions, with policy changes that are more than structural,” he recalled. “It made me feel like it wasn’t possible to address climate change, rather than giving me hope.”
When the activist Bill McKibben wrote the seminal article, “Global Warming’s Terrifying New Math,” in Rolling Stone in 2012, Hawken asked, “Why aren’t we doing the math on the solutions? Somebody should come up with a list and see what it requires so you get to drawdown.”
The idea of “drawdown” — actually reducing greenhouse gas concentrations so that global temperatures drop — hasn’t been part of the conversation, at least among the United Nations crowd, climate activists or cleantech companies. Most focus on the seemingly pragmatic goal of stabilizing greenhouse gases at some level, expressed in parts per million, or ppm, that would be tolerable — or at least not catastrophic, from economic, environmental and social perspectives.
Hawken thought differently. “There’s no such thing as stabilization at 450 or 550 ppm,” he said. “That’s not stabilized. That’s volatile. I felt that the goal should be drawdown, which is a year-to-year reduction of carbon from the upper atmosphere, period.”
Last year, Hawken began teaching at the Presidio Graduate School, alongside climate activist and entrepreneur Amanda Joy Ravenhill. “One day we were just riffing, and we started talking about drawdown and said, ‘Let’s do it. No one else is doing it,’” Hawken recounted. Today, Ravenhill is Project Drawdown’s executive director and, with Hawken, the book’s co-editor. The two have recruited more than 80 advisors, partners, scientists, government agencies and participating universities, along with more than 200 graduate students.
Doing the numbers
Hawken and Ravenhill will need that army to pull off their audacious vision. The challenge, as Hawken describes it, isn’t in describing the solutions but in doing the numbers — the carbon savings and financial accounting, of course, but also how each solution plays out by country or region, based on available energy resources, climate, economy and other factors — and how each is likely to morph over the next 30 years.
And not just the positives. “We had to be very, very careful that we had the subtraction sign,” factoring in ways greenhouse gas emissions can increase in the atmosphere along the way, offsetting any reductions. For example, he said, ”We can talk about reforestation as being one of the hundred solutions, which it certainly is, but we have to make sure we subtract out the rate of fires in the world to reflect what’s burning down.”
Moreover, he says, technologies can’t be measured in isolation; they need to be viewed as parts of the systems in which they operate. “We can talk about LED bulbs, but we also have to talk about solutions like dynamic skins or smart glass, which actually reduce light load by 40 or 50 percent. Each of these solutions has a history and measurements and metrics and numbers, so we are not pulling rabbits out of a hat.”
And then there’s the problem of double-counting, where individual benefits — energy reductions or financial savings, for example — are counted twice, or even three or four times in a single calculation, inflating a technology’s benefits or understating its costs. That’s been a frequent problem with some clean technology advocates’ rosy scenarios.
The goal, says Hawken, is to make the numbers indisputable. “The numbers wanted to be beyond impeccable in terms of methodology and inputs and even their bias. We wanted to have a very conservative bias on the numbers, so that nobody could say we’re egging the pudding or exaggerating.”
“Doing the numbers” has proved to be as daunting a challenge as Hawken expected, or perhaps more so. The concern over getting it right has led Project Drawdown to push back the book’s publication date, to spring 2016 from the original goal of fall 2015.
True to Hawken’s nature — he’s not likely to be satisfied with simply creating a book, however ambitious and meticulously detailed — Project Drawdown’s plans extend in several directions. The solutions and calculations will be contained in a publicly available database, along with the means for individuals and groups to create customized applications (using APIs, in computer parlance). “Anybody can repurpose it, download it, regionalize it, so they can use the Drawdown solutions to measure progress in any geographically bounded area,” he explained. Users could model solutions differently — for example, factoring in different scenarios of how the cost and efficiency of solar energy might play out over the years. Hawken says there are also plans for accompanying educational curricula developed by National Science Foundation. And possibly some media projects based on the work.
The research could even be used as a policy tool, Hawken says. “What we see again and again is negative cost. We don’t see the opprobrium that is always cast on climate mitigation, which is, ‘It costs too much, costs too much, costs too much.’ We don’t see that at all. We see ‘Return, return, return.’ So governments — whether cities or local or communities or counties or states — can understand that these are no-regrets projects that have a very strong positive return, in which case you would want to do them, regardless of what you think about the rate of change in climate or whether you believe in it at all.”
Despite the long road ahead, Hawken is already looking past the publication of what he dubs “Drawdown 1,” and on to its sequel. That, he promises, will look at the next generation of technologies, with all of their unrealized potential to solve climate change. “We don’t know the ending of this book, make that very clear, but with Drawdown 2, we’re saying, ‘Look what is coming. It is stunning.’”
It’s easy, in today’s divisive and toxic political environment, to view Project Drawdown as too good to be true, a quixotic quest for an unattainable goal.
But there’s something simple and sane about Project Drawdown’s collective ingredients: unabashed optimism tempered by sharp-pencil calculations, a bold goal undergirded by scientific pragmatism, immediacy coupled with a 30-year horizon, all leveraging the wisdom of a very smart crowd.
Not all of it will pan out — there are simply too many variables and uncertainties — but much of it will. And it just could move the needle.Read MoreTopics:
Working together, EHS systems and CSR rocket a company to success
Working together, EHS systems and CSR rocket a company to successAnna Clark8:00amFeatured Image:Read More
Making environmental, health and safety compliance sexy may seem impossible, but the Sustainable Performance Forum Americas 2014 conference came close. With former NASA astronaut Capt. John Creighton on stage, a Discovery Bar in the lobby and over 500 attendees with roles spanning the sustainability spectrum, enterprise software company Enablon turned an enterprise event into an industry influencer.
Now in its sixth year, SPF Americas attracts EHS compliance managers and sustainability innovators. Rule enforcers plus silo breakers makes a potentially combustible mixture, but these elements can transform organizations — if they can find a way to work together.
The EHS system is a catalyst for transformation. Sophisticated EHS software platforms can collect and parse Big Data, allowing compliance managers to work efficiently while contributing to their company's knowledge pool. Analytics captured for risk-management purposes can improve performance and even support CSR programs and sustainability reporting.
"Even a mom-and-pop shop has to complete safety reviews. The compliance requirements are there regardless," said Chris McClean, principal analyst and research director at Forrester Research. "These tools help companies manage their compliance responses more efficiently. Better performance translates into better results."
Earlier this year, McClean released a report analyzing 19 governance, risk and compliance software platforms. Enablon's platform emerged as one of the leaders, but as McClean points out, a wide range of variables factor into selecting the right platform.
Leveraging EHS systems for efficiency, resilience and compliance
Enablon doesn't define sustainability according the classic "triple bottom line" but by more essential attributes: efficiency, resilience and compliance. My charge as keynote panel moderator was to get into the minds of strategists, managers, analysts and developers to expose opportunities and challenges associated with EHS systems. In talking with McClean and other panelists, I learned how these systems help companies navigate the sea of data to improve performance, manage risk and ensure compliance.
"In today's information-intense world, we all can easily get swamped in data and information overload," said John Mogge, environment and nuclear market global director of technology, practice and design for CH2MHill. "The strongest environmental and sustainability programs are based on best available and sound data, which inform both your operations and your risk management programs."
Properly informed management systems enhance an organization's value-creation efforts for both the short term and the long term, and "we have a lot of proof to support this," explained Mogge, who has led complex projects for clients ranging from the 2012 Olympics in London to the U.S. Department of Defense.
Allen Stegman, general director of environmental and hazardous materials for BNSF Railway, said scalability is also important in an enterprise-wide EHS system. "Gathering information (vs. data) allows us to transition from lagging metrics to leading indicators and predictive analytics so that we can continue to drive improvement in our performance," said Stegman.
An EHS system can help a company become more resilient, but a good fit is crucial. If improperly selected or misunderstood, risk management systems ostensibly there to "risk-proof" your company can become "something else you have to worry about risk-proofing," warned Scott Nadler, senior partner at ERM.
"You know things are going to go poorly from time to time. But are incidents a one-time thing or is this a pattern of things going poorly?" said McClean. Performance systems can help establish and maintain patterns of performance that become part of a company's brand, leading to what McClean calls "brand resilience."
Translating EHS data to CSR deliverables
"Through performance improvements such as fuel efficiency," said Stegman, "BNSF Railway can now move 1 ton of freight, on average, approximately 500 miles on a single gallon of diesel fuel." The company sees corporate social responsibility as a means to communicate improvements with stakeholders.
For example, BNSF Railway "shares with our customers how we are reducing their emissions by more than 30 million metric tons of carbon dioxide equivalent emissions each year," said Stegman. "That is equivalent to our customers eliminating the consumption and resultant emissions produced by burning more than 3 billion gallons of diesel fuel."
If relaying EHS performance is a driving purpose behind CSR, what prevents these different teams from working together more often?
"A lot of CSR data is only available after a bit of corporate crow-barring," said Joe Jones, principal sustainability consultant with SustainIt, in his presentation. Getting energy managers, transport managers and the OHS team to part with "their" data is challenging, said Jones, "but if you can get hold of that information, then you can subject that data to the math you need to go from no CSR data to what I would consider quite a strong CSR dataset."
One of the most interesting differences he sees between the U.S. and Europe is the firewall between CSR and EHS.
"I've found — and firmly believe — that companies need to view CSR as a core part of business strategy rather than a risk mitigation exercise," he said. "Sustainability should be about a global stakeholder rather than just cashflow protection.
"Clever software is often the best way to do this, especially if you get fancy with it and start working out stuff like CO2 impact per average employee."
Good EHS data can be the cornerstone of a broader CSR data strategy. Energy and accident data are one of the easiest components of CSR data to come by, and this data is already being collected at the EHS level. As Jones sees it, "finding a way to make this data usable allows corporates to really kick start their CSR momentum."
How humans help and hinder EHS implementations
As much as technology can do, the human piece often gets in the way. That's why one of the key features among the leaders in Forrester's report is usability.
"We've completely redesigned our platform to make sure it is easy to use, intuitive, and beautiful. It is made by humans, for humans," said Phil Tesler, co-founder and CEO of Enablon North America. By offering "the most intuitive user interface on the market," Enablon's software aims to simplify the user experience, thus enabling the rigorous data collection that can lead to superior performance.
As on-the-ground guardians of data, compliance managers need a platform that allows them to respond in a crisis situation. Much further upstream, CSR staff and consultants can use this data to build the sustainability case. Facilitating this connection are the software developers and IT consultants who create and implement compliance-oriented platforms. Together, EHS, CSR and IT form a triumvirate of competencies capable of forging truly sustainable solutions.
However, most users still only exploit a fraction of the available functionality of EHS systems. Jill Gilbert, president of Lexicon Systems, explained in her presentation that the breakdown often occurs at a failure to anticipate and meet basic business requirements.
"Companies can make emotional decisions. They see bells and whistles and forget what their needs are," said Gilbert, who sees the EHS system purchase as analogous to the car-buying experience.
"Say you're car-shopping and you're thinking, 'Gee, the Tesla only costs $900 per month. It's such a cool car and does so much. Maybe it's too expensive, but I'll make it work.' Then you get it and realize it can't carry much or hold the child carriers in the back." In other words, the slickest product doesn't always fit a company's needs, nor its budget.
Gilbert offered clients seeking an EHS system some advice: "Get buy-in up front. Pre-qualify. Settle infighting. Get the right people involved. You have to resolve those issues before you invest in a system." Gilbert said clients who follow her advice on business requirements can shorten the lifecycle by months and save "millions of dollars in the process."
I encountered a range of explanations for why companies don't maximize the opportunities presented by translating EHS performance into CSR results. Another barrier is the persistent confusion around what sustainability even means. As Nadler explained, "sustainability is a term of art."
And then there's good old-fashioned human error. As Capt. John Creighton said during his keynote, "Sometimes your wingman's an idiot."
No fighter pilot is really an idiot, but anyone can become myopic. People with a compliance orientation (and I'm generalizing here) tend to regard CSR with suspicion, which makes sense when you think about their day-to-day priorities. At the same time, CSR types have little connection to the daily rigors of managing risk. That's somebody else's job.
Creighton told us that in times of high stress, pilots revert to their native tongues. The same may hold true for people on the ground. As stressful as the average workday has become, it's difficult to reach beyond immediate concerns. But if we can learn to breathe outside of the insulated modules of our limited perspectives and let go of the jargon that encapsulates them, a universe awaits.
A launching pad for industry leadership
"A lot of companies over the last 10 years are taking the voluntary approach because they see business values other than checking a box, such as the desire to recruit and retain good talent," said McClean. "If you comply, good, you won't get fined, but if you go above and beyond, you attract good people and build a better reputation."
A narrow, half-hearted EHS system rollout is not going to produce stratospheric results. Nor is there is a one-size-fits all solution. The important thing is to do a thorough job at selecting the right system for a given situation, then forge a culture that is forward-looking and resilient enough to handle the task of maximizing its potential.
Management information systems have the power to bridge EHS and CSR so long as the people using them know how to work collaboratively. Only when the powerful forces of technology and human ingenuity are integrated will sustainability truly lift off.
Top image of Endeavor space shuttle by Steve Jurvetson via Flickr.