Peering through green-colored glasses

Business optimists have been peering at economic reports through a magnifying glass, looking for “green shoots” – signs that we might be tiptoeing toward a...

Business optimists have been peering at economic reports through a magnifying glass, looking for “green shoots” – signs that we might be tiptoeing toward a recovery. In an uncertain climate, these promising clues usually emerge as dry data points laden with cautionary language.

As communicators, we need to reach beyond the numbers to uncover broader benefits tied to recovery management.

And most often overlooked are green shoots that are, well, “green.”

For example, have IT efficiencies led to streamlined shipping and therefore significant energy reduction? Sure, some organizations are doing a good job of having their sustainability goals guide these types of decisions, but for others these decisions are being made to survive in this harsh environment.

Communicators will likely find there is even more to their company’s sustainability story. Because as green tech becomes mainstream, facility managers are finding ways to reduce operating costs that also happen to reduce a company’s environmental footprint. Yet, they fail to alert communications, because they see their decisions simply through the prism of cost-saving rather than communications.

So, keep your eyes open. You may just find a green shoot that helps strengthen your company’s reputation and communicates its prospects for faster recovery and future growth.

Luke Lambert, president and managing director, Gibbs & Soell

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