International Singapore Compact CSR Summit 2010

This timely summit organized by the Singapore Compact for CSR brings together experts from various sectors to discuss on how to plan, measure, and implement CSR strategies for sustainable business success.

The Inaugural International Singapore Compact CSR Summit of last year was a great success, attracting about 400 delegates from multinational corporations, small and medium enterprises, unions, government, academia and the general public.

Let’s join other business leaders, CSR professionals and many other stakeholders to hear and learn from the experts, local and overseas, to address the following challenges:-

HOW TO PLAN     |     HOW TO MEASURE     |     HOW TO IMPLEMENT

• How can my organisation make CSR an effective strategy for sustainable business success?
• How can my organisation keep pace with the ever changing energy challenge?
• How government policies shape along with the global impetus?
• How can my organisation effectively respond to the global trends which affect my organisation?
• How can I measure my organisation’s response to the climate change challenge and sustainability developments?
• How is the Carbon Disclosure Project (CDP) relevant to my organisation and where shall I start with?
• How can I measure the social impact of my organsiation?
• How can I start with my first sustainability report with a universally accepted standard?
• What are the cost and time-effective ways to do sustainability reporting?

*Fees reflected above are based on per delegate.

Please visit www.singaporecsrsummit.org for more information about the International Singapore Compact CSR Summit 2010.

For registration, please download the form from http://www.singaporecsrsummit.org/registration.php and fax the completed form to 6471 1278.

Please feel free to contact Mr Cedric Miranda or Ms Fion Tsang at 6827 6825, or email to enquiry@singaporecsrsummit.org for any enquiries or the sponsorship opportunity for the International Singapore Compact CSR Summit 2010.

Continued from Part Three.

The third step to our 4 simple green strategies is to explore the demand for green products and services, be proactive to meet this need, and gain a competitive advantage by offering greener alternatives first, thus increasing your revenue.

Here, we present our fourth and final step:

4. Enhance Brand

After adopting the previous 3 strategies, SMEs will be in a better position to build up their reputation and enhance their brand as a sustainable company.

However, in your green marketing, it is important to avoid being accused of greenwashing – a term to describe the perception of consumers being misled by a company on its environmental practices or the environmental benefits of its products or services.

To avoid being accused of greenwashing and prevent negative feedback from consumers and environmentalists, it is important to ensure that the green claims of your business are true. Acknowledge the areas of your business that are not yet green and commit to work on it.

Engage your stakeholders, both internal and external, in a dialogue on your green marketing, and gather feedback from them on whether you’re on the right track or seen to be greenwashing.

SMEs can enhance their brand as a sustainable company only after implementing the previous 3 strategies, and also have to ensure that their green marketing is free of greenwashing.

We hope that the 4 simple green strategies will give SMEs some ideas on how to be more sustainable and help them start greening their businesses.

Image credit: weatherbox via stock.xchng

ISBN: 978-0-470-40951-0

Paperback; 236 pages

Published in Jan 2010 by John Wiley & Sons, Inc.

Recommended Retail Price: S$38.47 incl. GST

Available at all major bookstores

Book Review

Guerrilla Marketing Goes Green is a practical book on marketing strategies for companies that wish to be green and ethical. The authors emphasise that success in business is based on ethics, social and environmental responsibility, providing value to others, and people-centered marketing.

The book discusses the new marketing mindset, which includes:

• The effectiveness of marketing messages depends on relevance and quality (and not only on frequency)
• Think in terms of abundance (the pie is infinite and helping others is helping yourself)
• Build alliances with competitors, customers, suppliers, non-profits, and businesses in different markets
• Be the early movers in green marketing and make the message believable and genuine (avoid greenwashing)

The authors also offer some hands-on marketing tools using a range of traditional and social media (including social media press releases and social networking), developing creative partnerships with retailers, and being a writer and speaker.

Promotion for Green Business Times Readers

Readers in Singapore can now buy the book from John Wiley & Sons (Asia) Pte Ltd at a 20% discount from 6 Apr 2010 to 6 May 2010.

1. Place your order to this email address: csd_ord@wiley.com or call: +65 6463 4604

2. Quote the ISBN of the book title

3. Quote the 4 digit promotion code to be entitled to the 20% discount – Promo Code 2479

ISBN: 978-0-470-74114-6

Hardcover; 416 pages

Published in November 2009 by John Wiley & Sons, Inc.

Recommended Retail Price: US$34.95 / S$62.01

Available at all major bookstores

Book Review

The Sustainable MBA is for managers and business leaders who wish to learn and apply sustainable practices in their business. The author introduces green trends, explains various aspects of greening businesses, and shares a wide range of concepts, tools and guidelines.

The book is organized like a typical MBA programme with the coverage of core topics such as:

• Accounting
• Economics
• Entrepreneurship
• Ethics and corporate governance
• Finance
• Marketing
• Operations
• Organizational behaviour
• Strategy

This is a comprehensive book that would give you a good overview of sustainability practices and tips on how to green your business.

Promotion for Green Business Times Readers

Readers in Singapore can now buy the book from John Wiley & Sons (Asia) Pte Ltd at a 20% discount from 9 Feb 2010 to 9 Mar 2010.

1. Place your order to this email address: csd_ord@wiley.com or call: +65 6463 4604

2. Quote the ISBN of the book title

3. Quote the 4 digit promotion code to be entitled to the 20% discount – Promo Code 2465

It is amazing how some banks waste resources in their marketing campaigns. One example is when banks send pre-approved credit cards to their customers, even though their customers never ask for those cards.

The photo above shows all the material inside a single envelope by DBS, including the letter, pre-approved credit card, brochures, card agreement, and discount vouchers. Customers who are not interested in the credit cards offered by the banks simply throw them away, hopefully into recycling bags or bins.

Imagine the envelopes, letters, brochures and credit cards that go to waste, just because the banks simply chose to throw them at their customers without asking them if they want the credit cards in the first place. These banks are not only wasting resources and money but also ending up irritating their customers.

Are you one of those banks? It’s time to rethink and do things differently (hint: read Seth Godin’s books for help).

This interview with Thomas Thomas, Executive Director, Singapore Compact for CSR, is submitted by the organisers of the International Singapore Compact CSR Summit.

1. What are your hopes for International Singapore Compact CSR Summit that will be taking place from 6-7 October 2009 at Orchard Hotel?

I hope that there will be a surge in CSR awareness and implementation in Singapore and this will in turn act as an impetus for the region. The ideas and discussions leading from the Summit will motivate and ingrain the values and principles of CSR. It will result in better managed companies that take into account the interest of stakeholders and a better world for all.

2. What are your thoughts on the growth of CSR and SRI in Singapore and in Asia Pacific?

CSR and responsible investments are a growing global trend. SRI is relatively new in Asia and Singapore. While I do not have exact figures for the region, I know that there is a greater interest among investors. They are asking companies about their ESG record. Environment, Social and Governance (ESG) factors are being seen as important factors that determine the sustainability and success of enterprises. Companies with ESG practices perform better as they are usually better managed. They will attract more investor funds which will be reflected in a higher share price compared to those not practicing CSR or reporting on their ESG.

3. In terms of SRI, how much foreign funds are coming into Singapore? What are your comments on the amount invested?

From the comments gleaned from our conversations with local CEOs, we know that there are European and US funds looking for opportunities in Asia. This is seen as a growth region and at the same time they want to minimize risks. The factors used in responsible investing are becoming more mainstream. So many who do not call themselves SRI funds still use the principles and ask the same questions to ensure that they are making the right investments, that is those which are sustainable in the long term.

4. What does the Singapore Compact do in terms of assisting SMEs to incorporate ethical and sustainable business practices?

SMEs are an important part of our membership. 99% of all firms in Singapore are SMEs. We have worked with some SMEs, and these enlightened SMEs do not remain as SMEs for long. They grow and prosper. That is the objective of all firms and we help them by raising awareness, support them in building capacity and in sharing their CSR journey.

5. What are your thoughts on the Singapore government’s initiatives in assisting businesses in terms of their CSR?

The Singapore government has always believed in the concept of CSR, right from the early days of the country’s industrialization, and has put the CSR framework in place from then. Investors had to be attracted for economic growth. The tripartite framework of government, business and labour work together to ensure that Singapore is attractive for investors, for labour to get fair returns, and high environmental standards had ensured economic growth and prosperity with rising quality of life for workers and their families in an environment that is relatively safe and clean.

6. What can be done (specifically or in general) for things to improve in Singapore and in the region?

Singapore has many advantages that make it natural for us to adopt CSR intrinsically. We need to build on these advantages. We practice implicit CSR, with the framework of laws, principles, practices and social norms. Singapore companies are not irresponsible. We have to be more explicit in reporting what is being done and embedding CSR in an organisation’s core values and principles. These values and principles will have to be translated into practices that will be in line with international norms.

Green Business Times is a media partner of the International Singapore Compact CSR Summit.

ISBN: 978-0-470-72324-1

Hardcover: 320 pages

Published by John Wiley & Sons, Inc.

Recommended Retail Price: SGD 52.38 (including GST)

Available at all major bookstores

Book Review

John Grant is the co-founder of the St Luke ad agency and has worked with clients such as IKEA, LEGO, Body Shop and innocent on green marketing and sustainability. His experience and thoughts can be summarised in The Green Marketing Manifesto, which articulates a green marketing strategy grid  with 9 different approaches to green marketing.

The green marketing strategy grid is made up of three marketing objectives:

A. Green: Setting new standards in responsible products, policies and processes

B. Greener: Sharing responsibility with customers

C. Greenest: Supporting innovation – new habits, services, business models

And three levels at which marketing can operate:

1. Personal: Product/benefits/individual

2. Social: Brand meanings/herd instincts/tribes/communities

3. Public: Company as credible source, as cultural leader or partner

This 3 x 3 grid results in nine strategies that companies can adopt for their green marketing:

A1: Set an Example (Framing vs Pointing)

A2: Credible Partners (Eco-label vs Cause-related)

A3: Market a Benefit (Less vs More)

B1: Develop the Market (Educate vs Evangelise)

B2: Tribal Brands (Exclusive vs Inclusive)

B3: Change Usage (Switch vs Cut)

C1: New Business Concepts (Social Production vs Property)

C2: Trojan Horse Ideas (Tradition vs New Cool)

C3: Challenging Consuming (Treasuring vs Sharing)

Besides the green marketing approaches, John explains that companies need to go beyond image marketing to create sustainable brands. Companies should not make normal products seem green (greenwashing), instead they should make green products seem normal and acceptable. His vision is:

Green (and sustainable) products are not just responsible. They are better: more durable, cheaper, nicer, healthier, more thoughtful, offering extensions into social communities, belonging to something. The green products, services and businesses of the future are creative, in a sparky, thrilling way.

The Green Marketing Manifesto is an essential guide on green marketing for companies with green products and services, marketing executives and CSR professionals.

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Promotion for Green Business Times Readers

Readers in Singapore can now buy the book from John Wiley & Sons (Asia) Pte Ltd at a 20% discount from 20 Apr 09 to 20 May 09.

1. Place your order to this email address: csd_ord@wiley.com or call: +65 6463 4604
2. Quote the ISBN of the book title
3. Quote the 4 digit promotion code to be entitled to the 20% discount – Promo Code 2400.

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The presentations and speakers include:

• Introduction by Chris Carr, Vice President, Sales, SEAP
• Nokia Environmental Strategy by Markus Terho, Director, Environmental Affairs, Markets
• SEAP Environmental Programs by Francis Cheong, Regional Manager, Environmental Affairs, SEAP
• Environmental Design by Tiina Karhu, Senior Specialist, Design Strategy, Nokia Design
• Packaging Design by Ulla Uimonen, Head of Packaging Design, Nokia Design

We learned 2 key points from the Nokia Virtual Eco-Roundtable: 1) Nokia is Integrating Sustainability into the Business and 2) Nokia is Advocating Sustainable Choices.

1. Nokia is Integrating Sustainability into the Business

Nokia’s environmental strategy involves materials management, energy efficiency, take-back and recycling. These principles are fully integrated into the business and green features are included across product range.

Materials

Nokia’s design approach is to observe then design, and to design devices for a long time use. They have also introduced new product and accessories that are free of PVC, phthalates and flame retardants.

Nokia is working continuously to minimize the amount of material used for their packaging. By using compact packaging from 2006 to 2008, they saved 99,000 tons of paper in user guidance and packaging material.

Nokia is also using recycled material and reducing plastic content in their packaging. 95% of Nokia packaging is paper based and can be recycled easily.

Energy

Nokia is reducing the energy consumed by mobile phone chargers in the no-load mode (charger is left connected to the mains). They are the first mobile device manufacturer to put alerts into their devices to remind users to unplug their chargers. Energy efficient chargers also reduce the energy consumed in the no-load mode by an average of 80%.

Nokia is also supporting the creation of a common phone charger interface that would help to minimise the need for mutiple chargers by different manufacturers.

Recycling

Nokia is raising consumer awareness and encouraging people to recycle their old mobile phones. Nokia users can bring their phones back for recycling to around 5,000 Nokia Care Centres located in 85 countries.

Nokia’s Public Take Back Program is available in Singapore at all their Nokia Care Centres, and they accept used devices from all brands, as well as accessories, chargers and batteries from members of the public.

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2. Nokia is Advocating Sustainable Choices

Nokia understands its responsibility of being a leader in the phone industry (estimated mobile phone subscriptions of 4 billion in 2010). With its wide reach, Nokia can influence many people and advocate sustainable choices through green services such as: Green Explorer, Eco zone and we:offset.

Green Explorer is a sustainable travel planner that is accessible via the web, a mobi site, or a widget that can be downloaded to a number of Nokia devices. The travel planning site offers sustainable choices such as destination overviews, green facts, commuting guide, Green City Guides and green travel news. Visit www.greenexplorer.nokia.com.

Eco zone is preinstalled in many devices and available via the Download! service on the device. The downloadable eco applications give access to eco information, tips and services.

we:offset is the world’s first carbon emission offsetting tool that can be downloaded to mobile phones. Users can offset their carbon emissions from traveling with ClimateCare.

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We think that more companies should learn from Nokia on sustainability, business responsibility and being open to discussion with stakeholders. Visit http://www.nokia.com/environment to explore more on what Nokia is doing for the environment.

Source and image credit: Nokia Singapore and Text 100.

Demonstrating a significant commitment to the Millennium Development Goals, Impact International has launched a new online forum for developing sustainable corporate-community relationships.

Connect has been developed over the past 8 months as an online resource to help forge and support sustainable corporate-community relationships through people and organisational development methodologies.

Although the initial launch is targeted at Asia Pacific, Connect has been developed as an international forum that will help organisations to:

• share resources and ideas
• get involved in facilitated projects
• promote ideas for action and collaboration

The expectation is that through Connect Impact global clients and partners will be able to build and develop sustainable organisations and enterprises that make a positive contribution to the world. Specifically Impact are hoping that by providing facilitated community projects and initiatives they can take corporate responsibility beyond philanthropy and to a stage where CSR delivers triple bottom line results.

How does it work?

Once organisations and communities join Connect they will be able to view and post events, projects, stories and other relevant information on what they do and what kind of partnership they are looking for. They will also have access to the chat forums and to other opportunities and facilitated initiatives.

Corporate members will be able to access Connect to search for community partners in locations around the world and will be exposed to small NGO’s that do not have access to their own websites or marketing. The site also features Impact ‘Turn-Key’ projects that have been designed and are ready to go. These projects will be facilitated to deliver measurable business results as part of an organisational people development and retention strategy.

Over the next few months Impact will also be developing a set of Connect Awards for organisations and communities that are involved in sustainable projects and are examples of global best practice.

For more information or for a sneak preview please have a look at www.impactinternational.com/connect.

This article includes a list of simple principles that you can apply in your green marketing to reduce the possibility of consumers or environmentalists accusing your company of greenwashing. As the principles are general, you can use them in any industry and for any product or service.

The Six Sins of Greenwashing

Let’s start first with a definition of greenwashing and what it involves. Greenwashing, according to Wikipedia, is a term used to describe the perception of consumers that they are being misled by a company regarding the environmental practices of the company or the environmental benefits of a product or service.

The increasing problem of greenwashing was brought to the public’s attention in 2007 by TerraChoice, an environmental marketing agency, which published a study of the environmental claims in the North American consumer market called, The Six Sins of Greenwashing.

The study found that 99% of the 1,018 consumer products surveyed were guilty of greenwashing. The study identified the common patterns in greenwashing and called them the Six Sins of Greenwashing:

1. Sin of the Hidden Trade-Off: A claim that a product is “green” based on certain environmental attributes without attention to other important environmental issues.
2. Sin of No Proof: A claim that cannot be substantiated by easily accessible supporting information, or by a reliable third-party certification.
3. Sin of Vagueness: A claim that is so poorly defined or broad that its real meaning is likely to be misunderstood by the intended consumer.
4. Sin of Irrelevance: A claim that may be truthful but is unimportant and unhelpful for consumers seeking environmentally preferable products.
5. Sin of Lesser of Two Evils: A claim that may be true within the product category, but that risk distracting the consumer from the greater environmental impacts of the category as a whole.
6. Sin of Fibbing: A claim that is simply false.

For the full details, download the study from the TerraChoice website.

5 Principles for Companies to Avoid Greenwashing

Here are 5 principles you can apply in the marketing of green businesses, products and services, and avoid being accused of greenwashing. Use them effectively and they will help prevent negative feedback from consumers and environmentalists.

1. Do Your Homework

Find out the green expectations of environmentalists and your consumers. Ensure that the green claims of your business, product or service are true and consistent with their expectations. It’s also important to look at your entire business chain and check whether any aspect of your operations contradict your green claims.

2. Be Honest and Humble

If your company or product is not 100% green, admit it. Nothing is perfect and everyone will appreciate your honesty. Acknowledge the areas of your product or business that are not yet green and commit to work on it, don’t wait for others to point out the discrepancies. State your green claims as it is and don’t exaggerate and make it sound as if you’re saving the planet. Let the consumers, media, NGOs and environmentalists tell your green story and blow your trumpet.

3. Keep it Transparent

Make it easy for your customers to understand and check the green claims you are making. Are your green claims certified based on established ecolabels, methods or experts? The information on your green claims and relevant details should be made accessible to the public.

4. Work with Stakeholders

Engage your stakeholders, both internal and external, in a dialogue on your green marketing. Are your green claims acceptable to your staff, suppliers, customers, NGOs and the community? Gather feedback from them on whether you’re on the right track or seen to be greenwashing.

5. Focus on the Journey

Emphasize in your green marketing that going green in your business or product is a journey and not the end. Acknowledge areas that are environmentally unacceptable, commit to improve those areas, and seek feedback and help from your customers and the public on your green journey.

Conclusion

These are some simple principles to remember and apply when you’re marketing green practices, businesses, products and services. They are not meant to be comprehensive but if you use them effectively, you don’t have to worry about being accused of greenwashing.

For additional reading on how to avoid greenwashing, check out the Greenwash Guide by Futerra and The Six Sins of Greenwashing by TerraChoice.

Source: Wikipedia; TerraChoice; ENN.