SPREAD THEWORD

It’s no good having agreat sustainability story if

others, says Melissa Chevin

Asanindustrywhere in thepast (if we’rehonest) ‘giveaway’ has all toooften equated with ‘throwaway’, it’s vital that we take positive steps towards asustainable future.

An ideal first step in this important journey is to take theBPMASustainability Pledge.

Members can sign on to theStepForward Pledge and completeanonline assessment whichwill help them identify steps they can take to reduce theircarbonfootprint and reduce theirimpact on theenvironment.

Statement of intent

Once you’ve registered your interest, thenextsteprequired is to create asustainabilitystatement. Begin by assessing your existing processes and setting sustainabilitygoals to work towards.

Of course, manyother challenges lie ahead –but manyopportunities too, not least in sharing your journey withothersby telling its storyaspart of your internal and external communication strategies.

Internal communication is just as important as external. Youshould be aiming to createacultureofsustainability within thecompany. Talk to your employees about your environmental priorities, from recyclingand zero waste policies right down to reusable coffee mugs.

Aligned vision

On theexternal side, it’sgood to communicatebothupand down the chain. This is agreat time to talk to your suppliers and ensuretheir vision aligns with yours.

Above all, tell your customers what you’re doing, and why. Social media is anatural channelfor muchofthis, as it thrivesoncompelling storytelling. These days, customers really want to feel a connection withthe companies they buy from, and astrong brand storycan help build that emotionalconnection.

Tell your story

These stories arealso an ideal opportunity to showcase what individual employees are contributing in thepush towards greater sustainability, andtocelebratemilestones. Forexample, if you’ve switched to solar don’t just sayit–showit.

Finally,while this is an area whichcan be agreat differentiator foracompany’s marketing, please beware of over-claiming. Consumers have become muchmore sensitive to ‘greenwashing’overrecent years. So,let’s ensureour products really ‘walk the walk’and makereal, positive changes.

Formoreinformation on theBPMA StepForward Pledge, go to bpma.co.uk.

MelissaChevin is BPMA boarddirectorand marketing consultant with GF Consulting –mchevin@gf-consult.co.uk

Assessing the impact of your products on the planet is a complex and evolving process, says Matt Pluckrose

T

Raw Materials Freight

Transformation

Product life cycle

Everyaspect of theproduct’s production, shipping, packaging and progress from countryoforigin to finaluse is plotted, measured, and acomplexdatamap created.

DATA MAP

Thisdataiscompiled by theindependent companyworking with factories and manufacturers, couriers, andraw material suppliers. It considers inputs includingdistances travelled through themanufacturingsupplychain, the amountofelectricity used, including thetypeofpowerused, andall waste producedinproduction, to get to adata set that is putintoa complex spreadsheet creating afootprint expressed in tonnes of CO2e.Onceall data hasbeen logged and examined (for data validity) the endresult is thecarbonfootprint.

COMPENSATION