Corporate Greening 2. 0
Create and Communicate Your Company's Climate Change and Sustainability Strategies
By: E. Bruce Harrison
Published: September 2008
Format: Hardcover, 232pp
ISBN-13: 9781933002705
ISBN-10: 1933002700
Publisher: Publishing Works, Inc.
"Green is the comeback kid of American corporate sociopolitical issues", writes business owner and corporate communications expert E. Bruce Harrison in his important and corporate policy changing book Corporate Greening 2. 0: Create and Communicate Your Company's Climate Change and Sustainability Strategies. The author describes how companies can address the issues of carbon emissions, climate change, and sustainability through a corporate environmental strategy and communications plan.
E. Bruce Harrison has long been on the forefront of environmental issues, and their effect on corporations, and on society as a whole. He understands the pressing issue of carbon emission, and how green thinking within companies has become part of the issue of energy. He goes far beyond that basic corporate concern, and examines how shareholders, customers, and society in general view the company's long term sustainability. Without an environmental strategy, the author thinks many companies will lose profitability, decline, and even go out of business. Company management must think beyond short term profits, and examine the impact on the longer term sustainability concerns of society if the corporation expects to survive. Environmentally concerned investors and customers will cease to support unsustainable companies, that fail to create a green strategy, and to communicate it effectively to all stakeholders.
E. Bruce Harrison (photo left) recognizes that creating a green strategy is only part of the process toward building a sustainable company. The management of the corporation must act on that plan and also communicate their actions to stakeholders both inside and outside of the company. By developing a positive carbon program, and understanding the importance of global warming concerns, a corporation can build a strong level of trust from investors, customers, and the general public. Building a clear business case for sustainability places a company in a leadership role on environmental programs and issues. At the same time, communication within the organization must work both ways so that full workforce involvement and operational accountability remains both viable and positive. The corporate green strategy needs to take a holistic approach, that considers businesses, society and public opinion outside of the company as well, to build alliances and support.
For me, the power of the book is its practical approach. to the issue of corporate sustainability. within the larger societal context of carbon emissions and global climate change. E. Bruce Harrison looks both within the walls of the company, and outside of the organization, as critical to success of a green strategy. The author offers the powerful advice to corporate CEOs and CCOs to work with local communities, other trailblazing companies, and community organizations to find common cause and mutually beneficial programs. At the same time, the author advises corporate communicators to not get their talk ahead of their company's green actions, but instead to provide open and transparent discussions with all stakeholders. E. Bruce Harrison shares the wisdom of not dividing the environmental and carbon issues between potential winners and losers. Instead, he recommends a company understand that all businesses will be affected in one way or another, and to choose long term sustainability as a corporate mission.
I highly recommend the timely and corporate strategy building book Corporate Greening 2. 0: Create and Communicate Your Company's Climate Change and Sustainability Strategies by E. Bruce Harrison, to any business people who seek to create and act upon a sustainable environmental strategy for their company. With ever increasing public, investor, and government scrutiny of corporate environmental behavior, a viable and well communicated green action plan is critical for short and long term company profitability. Organizations that fail to consider the environment, will be seen as unsustainable and lose public and customer support, becoming less profitable and viable businesses.
Read the outstanding guide to creating a green corporate plan Corporate Greening 2. 0: Create and Communicate Your Company's Climate Change and Sustainability Strategies by E. Bruce Harrison, and discover how to develop an industry leading environmental strategy for your company. The very sustainability of your business and your profitability depend on it.
