HR Professional - February/March 2008 - (Page 34)

COVER STORY also hit environmental targets,” says Watson. And regardless of widespread conversation concerning global warming and the environment, the green movement can suffer from the residual effects of a lingering image problem—the effect that makes it seem tiresome to consumers. How can businesses go green without being perceived as cynical or trendy? Or, if consumerism is part of the problem, how do businesses adjust their thinking? “The image problem is somewhat dated, but persists in some areas,” says Winston. “Some consumers still feel that green products are not as good, are ugly, etc. But that’s chan- ging rapidly with the success of products like the Toyota Prius, and the rise of well- designed green household products (and even apparel) from companies like Method. The short, obvious answer to how you go green without being cynical is to make real changes, not just marketing messages. The longer answer is companies will need to reduce their environmental footprint within their own operations, but also address the larger environmental footprint throughout the value chain, from suppliers to customers. One way is redesigning products to require less material and energy up the supply chain and redesigning it to use less energy during the customer-use phase.” Impact on employer brandability Launching green initiatives also has a powerful effect on employees. “I hear over and over again that executives have never seen anything that motivates their people as well as a green or sustainable focus,” says Winston. “At Wal-Mart, the CEO said the movement had invigorated employees. Wal-Mart has something called the Personal Sustainability Project where employees pick a goal, like losing weight or recycling more or sharing a ride to work—anything that improves their own sustainability. About 500,000 people have signed up.” In the U.S. there is growing i ntere st a mong employers to address employee concerns about the environment through specific WASTE BY REUSING OR RECYCLING EVERYTHING. E-WASTE: ELECTRONIC PRODUCTS (COMPUTERS, FAX MACHINES) AT THE END OR NEARING THE END OF THEIR LIFESPAN. Ever feel lost in the crowd? At Human Solutions™ we know your employee and workplace issues are unique and need attention no matter what size you are. We have more to offer— EFAP, candidate selection tools, workplace surveys. Experience our singular attention and hands-on approach. Call or visit us today. 1.888.689.8604 www.humansolutions.ca 34 356737_WilsonBanwell.indd0 018 February/March 2 HR R OF E S PM 11/22/07 P8:02:49 S I ON A L http://www.humansolutions.ca

Table of Contents Feed for the Digital Edition of HR Professional - February/March 2008

HR Professional - February/March 2008 Contents Editor's Letter Contributors Leadership Matters Boards By the Numbers Did You Know Sustainability Education News: E-Recycling Communications News: HR Study FYI Ethics World Watch News: Legislation Legal Compensation Focus Strategy The Colour of Money Sustainable Skills From Brown to Green HR Trends: From Winners to Also-Rans Branding Human Capital HR 101 Interview with David Suzuki Off the Shelf The Last Word

HR Professional - February/March 2008

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