Going Green

My client takes CSR really seriously. My agency just starts a few green initiatives every so often when we are pitching for a socially responsible client. We are a relatively small agency and my MD is not someone who would do this naturally. How can I get them to take things more seriously as we should do a lot more and I also think it will win us a few points with our client?

I lived in Germany as a student (some while ago - let’s just say the Wall was still up in those days) and it’s funny how long it has taken for the UK public to adopt some of the environmental habits which the Germans and Scandanavians took for granted even then. Although the crunch has slowed down the recent Green momentum in the UK, it is something which younger generations and certain baby boomers will not let go away. I applaud your determination to do something and more and more agencies are taking it seriously and not using it as a “greenwash”.

And as you know, a lot of this stuff can start at grass roots level without the company needing to change radically to begin with. My present agency has a self-appointed Green Team who have educated themselves about office environment initiatives and then established certain ones themselves.

I know it will sound the norm to certain agencies but the first thing I noticed was the use of double-sided printing as the default setting on the printers and copiers. For the first week it was so, so annoying but then I got used to it and then I thought I had discovered sliced-bread. Anyway these types of initiatives which also have economic advantages maybe will get more cynical management interested and a momentum going.

Your big question should be why certain initiatives have not worked previously and how you can avoid this.

It sounds as though your MD may be the major stumbling block. I also suggest targeting other board members individually who you feel could support your cause – particularly if you can show a business advantage – whether internally or via clients. Then getting group of like-minded people together and planning an easily actionable set of measures to begin with. Ask for a slot at the next company meeting and also make sure you recruit into your team people who can cajole people into changing their ways and can get heavy if things are not happening.

My Green Team colleagues recommend having a look at www.recyclenow.com. And also making sure you have really investigated the benefits they will give you as a business (by getting your validated arguments ready for the disbelievers). At Rufus they are doing a really good job. Here is one of their ads which adorned the loos for seated comtemplation during Obama’s inauguration: