Archive for green
April 21 st
Be Green but Not a Green Washer
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“It’s not easy being green.” – Kermit the Frog
In honor of Earth Day, I thought I’d write about something green—specifically, green washing. No this isn’t what happens when your three year old accidentally leaves a green crayon in his pocket and it goes through the wash.
According to Greenwashing Index, “Green washing is when a company or organization spends more time and money claiming to be “green” through advertising and marketing than actually implementing business practices that minimize environmental impact.”
I found this on SourceWatch: The U.S.-based watchdog group CorpWatch defines green wash as “the phenomena of socially and environmentally destructive corporations, attempting to preserve and expand their markets or power by posing as friends of the environment.” Ouch!!
Now, as marketers, we should absolutely be letting the world know about our efforts to create environmental sustainability. But, our efforts must be in the context of our overall environmental impact. We can’t be bragging that we recycle all of our shipping cardboard when we package our own goods in non-recyclable materials.
Today’s consumers have knowledge at their fingertips. Smart consumers will be looking at your company to see what kinds of claims you make about being environmentally friendly and what you do to back up those claims. Here are some areas they will be looking for (marketers take note and test your own green marketing!):
- Is there information available on the corporate website to back up ads or press releases? Perhaps even a sustainability section?
- Research where the money is going. Does the company support lobbyists or PACs that are in conflict with their claims to be environmentally friendly?
- Search the Internet for opposing views, or those who might have a “beef” with the company.
- Do the ads mislead with words or graphics? Is the green claim vague or hard to prove? Does the ad exaggerate the claim?
- Does the ad or claim leave out information that makes the company seem greener than it is? Do they try to divert attention from something else the company does?
- Does the company backup green claims with objective information and metrics? Do they publish a sustainability report?
- Is their messaging consistent over time? Some companies make a big deal about starting an initiative only to have the funds pulled and reprioritized to other business efforts later.
Consumers will continue to educate themselves about harms to the environment and will continually push companies to become more earth friendly. Corporations will need to prove themselves just to stay competitive, but must do so with honesty—not just for shareholders and consumers, but for the ultimate stakeholder—planet earth!
Happy Earth Day!
January 26 th
Does Your Company Have Energy Intelligence?
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The Copenhagen Climate Summit has come and gone. World leaders have returned to their respective countries with their pressing priorities. You would think the low rumble of the Summit has gone dormant again, but look behind you. Consumers are not only thinking green, but beginning to take “green” actions. President Obama has pledged to help utilities install 40 million smart energy meters so that consumers can take real-time actions to reduce unnecessary energy usage. Consumers, like you and me, will soon have “energy intelligence” (a term coined by Information Management’s Robert Farris). So how do businesses get energy intelligence?
Businesses are being asked not only to cut costs, but to do so especially in the area of energy usage, demonstrating they are doing their part to reduce their carbon footprint and take advantage of PR benefits of being “green.” Stakeholders, including customers, investors, and regulators, are now expecting it.
Energy costs in business average around 10% of the operating expense budget. It’s a number that the Dept. of Energy says could be reduced as much as 27% with the right techniques—decision support and operational efficiencies. It’s the classic performance management scenario: getting visibility so you can take action.
Sure, you can review your energy bills, but those are as much as 30 days old and don’t usually give you the level of detail needed to make appropriate changes. Even better, you could monitor the facility management systems used to track the usage and health of your heating/cooling, lighting, and water systems. Still not enough to make the right decisions. Were there one or 100 employees in the building that day? That information may be in another system like HR or security.
This is where Robert Farris’s post on Energy Intelligence suggests a business intelligence approach. He states it so eloquently in his post:
An energy intelligence system can integrate data from islands of energy usage information (building management systems, building sensors, utilities, etc.) and combine it with other operational data from your enterprise applications (supply chain, manufacturing, HR, finance, customer relationship management, asset management, etc.) to provide visibility to trends in usage, costs and efficiencies – across all locations, sub-locations, and building systems.
By bringing this information together in one place and providing BI capabilities – trending graphs, dashboards, near real-time monitors, exception alerts, location-comparison reports and detailed analysis capabilities – an Energy Intelligence system can help company leaders understand where efficiencies are and help them make informed decisions about what actions will provide the most return.
With more and more companies creating a career path and C-level positions for sustainability leadership, business intelligence vendors and corporate BI teams need to step up and educate organizations about the use of performance management for energy intelligence.
January 5 th
BI Solutions for Sustainability Exist-But Can You Find Them?
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I’m very pleased to see another business intelligence software company has added an offering for corporate sustainability reporting. On December 15, 2009, SAP/Business Objects announced their comprehensive sustainability solution, joining both Actuate and SAS.
Corporate sustainability is increasingly becoming an integral function of the business and reporting plays a key role.
“Sustainability is increasingly mission-critical across the corporate world,” Stephen Stokes, vice president of Sustainability and Green Technologies at AMR Research, said in a statement. “Managing and reporting an organization’s sustainable performance via transparent and high quality data collation, analysis, optimization and modeling is a new basis for defining and communicating operational excellence.”
Businesses are looking to their business intelligence providers for reporting solutions they can integrate into their current BI environment – solutions that will help get them up and running quickly.
That thought led me to wonder how easy it is to find reporting solutions for sustainability. I first did a Google search for “corporate sustainability reporting solution.” The good news is SAP made it to the first page. SAS made it to the second page, and I was five pages deep and never found Actuate.
Interesting, what I did find was Oracle talks about sustainability but doesn’t have a dedicated solution.
Next, I went to the SAP, SAS, and Actuate websites. I wanted to know how difficult it would be to find their sustainability solutions. With SAP just releasing their news two weeks ago, you would have thought it would still be front and center. Intuitively, I thought I would find it in their Business Objects section, but no luck. Finally did a search and found it in their SAP solutions section. However, I tried going straight to the solution section (without using search results) and could find not it.
So I tried SAS. They were a little better. Nothing on the home page under “solutions” but hit the “more products & solutions” link and you’ll find their offering.
Lastly, took a look at Actuate. Nothing mentioned on the home page about sustainability solutions. Nothing in the navigational menus. Making it more difficult, they organize by product and don’t have a menu for solutions. Finally resorted to doing a search. Actuate’s sustainability solution came up easily.
All of this shows that business intelligence solution providers are making good progress in addressing the demand for sustainability reporting, but they are still falling down in helping prospects and customers find their solutions.






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