Using sustainability to build a generational bridge

Using Sustainability to Build a

Generational Bridge

www.thinkpaydirt.com

“The Band” -

Paydirt helps clients build practical

sustainability strategies that deliver

maximum benefit to both the environment

and their bottom line

Core Services:• Strategy Development

• Environmental Assessment

• Program Design and Implementation

• Strategic Communications

Our Typical “Gigs”

Sample engagements include:• Environmental assessment of business operations and

facilities

• Life cycle assessment of products or services

• Greenhouse gas emission audit

• Performance measurement strategy and implementation

• Corporate Social Responsibility (CSR) reporting

• Internal and external communications strategy

• Employee engagement and mobilization

Sustainability as

Rock Star Cause?

Green groupies

include celebrities,

musicians, actors,

professional athletes

Sustainability as

Rock Star Cause?Generations X and Y are passionate green

advocates

Baby Boomers return to activist roots

Traditionalists value and practice ethics of

conservation and restraint

The First Hurdle:

Defining Sustainability

The Rock Star Definition

People, Planet and Profit

The Quadruple Bottom Line

The “Woodstock” Definition:

• Meeting the needs of the present without

compromising the needs of the future

The Second Hurdle:

Making the Business Case

Sustainability as Strategic

Imperative

Percentage of U.S. CEOs that believe that

sustainability is “vital” to profitability:

70 percent

Percentage of European business leaders that

believe that responsible business practices

allow companies to invigorate creativity and

learn about the marketplace:

80 percent

Driving Change

Cost and efficiency

Regulation and compliance

Supply chain, investor and

consumer pressure

Competitive advantage

Talent recruitment and retention

© 2009 Paydirt, LLC 10

The “X Factor”

Quantitative v. qualitative

Brand equity

Morale

Percentage of Gen Y that say it’s very important to

work at a green-conscious company:

81%

The Third Hurdle:

“On the Road”

Planning the “Tour”


Culture

Products & Services

Process

Incremental

Engage your Biggest Fans

Employees are key

stakeholders in any CSR

program

Sustainability programs fail

without their understanding and

buy-in

Engage your Biggest Fans

High performing CSR organizations

integrate and foster a culture of triple

bottom line sustainability throughout their

operations

Opportunity for cross-disciplinary and

intergenerational team-building

Reward and incentivize sustainable

decisions

Igniting the Internal “Buzz”

Build excitement and

morale through:• Conservation programs

• Active environmental

improvement

• Issue support and advocacy

• Green events

• Corporate innovation


Marketing your Green Gig

Consider all stakeholder interests

Avoid greenwashing AND greenmuting

Emphasize authenticity, transparency and measurable results


Going for Platinum

Align with brand, mission

and goals

Improve company-wide

sustainability

Celebrate success

Strive for ongoing

improvement© 2009 Paydirt, LLC 18

For More Information

Contact Eliza Clark at

[email protected] or 612.385.3710