Incentive - January 2009 - (Page 17)

invested in it,” says Sanders, explaining that prior to the belt-tightening happening as a result of the economic crisis, companies were more likely to engage in big green projects, such as changing over to wind power or sponsoring major environmental awareness events. “Now it’s a savings strategy. Given the current state of the economy, green has to redirect its efforts to where it has synergy with business needs…Green has a new execution strategy.” It’s an execution strategy that holds appeal for top-level executives and incentive planners seeking to boost morale and productivity in the face of frequent bad news, but who don’t want to spend more to do it. Many incentive houses and destinations are encouraging companies to avoid luxury and instead embrace a more responsible type of incentive trip. In December alone, TBA Global, the San Diego–based incentive event company, announced the formation of a Corporate Social Responsibility Council to further its efforts in this area and the Cacao Pearl, Plawan, “the world’s first eco-tourism resort” was announced with CEO Joel Cere’s dramatic declaration: “Forget old luxury, welcome green luxury!” Many incentive trips now include some kind of required it, but because it began making a lot more business sense as customers and workers sought out brands they associated with trustworthiness. He sees similar concerns about how companies do their business now, and says that the majority of people, especially the young, blame business for the current crisis, rather than government or individual greed. Companies embracing responsible behavior, not just fiscally, but socially and environmentally, will prosper when things pick up, says Sanders. An Engagement Strategy For example, Fort Collins, Colo.–based New Belgium Brewing Company, makers of Fat Tire Amber Ale, has used green strategies since its founding. Besides using green design in its buildings, it offers Prius vehicles for employees to check out for work errands and the company sponsors an annual philanthropy festival, the Tour de Fat, that travels to American cities and raises money for environmental and bike advocacy groups. The Information Age avid Pogue says that data is a key element for bringing more of CB Richard Ellis’ clients on board to the green effort in the months ahead. “At the top level, they may not even occupy the building,” says Pogue, referring to the senior-level executives whom CBRE approaches about revising their building’s energy efficiency. “They’re motivated by financials, and if we can reduce the operating expenses, they’ll take notice.” As he describes it, CBRE went from “aspirational” in 2006 where it was devising ideas for its green efforts before shifting into an “operational” mode, with 1,200 plus buildings running with various sustainable practices in place. In June, CBRE did a survey of 1,000 of its buildings, and found that 78 percent had in place a recycling program, and 80 percent were practicing green cleaning. He says CBRE will survey again this month and expects those numbers to increase. With that in mind, CBRE is now looking to shift to an “informational” mode, making measurement and reporting to employees, clients and the public a higher priority. It will be revising its 12 Sustainability Standards in 2009 with an added emphasis on research and reporting. “We want to be able to go to our clients and say, ‘Not only did we do a recycling program, but we saved and diverted X tons of waste from landfills,’ ” says Pogue. “‘Not only did we do EnergyStar, but we saved energy year-over-year X kilowatt hours which results in X tons of greenhouse gas diversion.’ ” Anecdotal evidence suggests working in sustainable buildings helps boost productivity, just in having better air quality, natural lighting and so on, but Pogue says there will need to be some kind of scientific support to make this claim stick for senior- level executives looking to increase their staffs’ motivation. D “Green has a new execution strategy.” —Tim Sanders, author of Saving the World at Work socially responsible or “voluntourism” program in which the incentive winners can donate some time to the local community—helping build needed housing, clean up a school or build bikes to donate to local children. Not only do the winners describe this as having a big impact after the fact, but it presents plenty of affordable and attractive ideas for activities for executives and planners. Sanders points out that the growing popularity of the social responsibility movement was fanned by the Enron and WorldCom scandals back in 2002 and the sense of violated trust consumers and employees felt toward Corporate America. Many companies boosted their transparency and good behavior, not just when Sarbanes-Oxley “Our commitment to the environment helps bring people in to the company in the first place and helps keep them motivated on a day-to-day basis,” says Katie Wallace, sustainability specialist for New Belgium Brewing Co. Similarly, advertising firm Carmichael Lynch moved into a new building in 2007 that runs on 100 percent wind power, and began replacing all the halogen lights with compact fluorescent lightbulbs (CFLs), recycling material produced by construction and ensuring that it met EPA Green Power Partner standards. With this project complete, the company is now focused on maintaining its green standards and reducing waste. Carmichael Lynch continues incentivemag.com | January 2009 | Incentive | 17 http://www.incentivemag.com

Table of Contents Feed for the Digital Edition of Incentive - January 2009

Incentive - January 2009 Contents Editor's Note: Rewards Must Be Sustainable Headlines Cover Story: Responsibility's New Role Incentive Interview: Patrick Lencioni Family Rewards: Who They're Working For Primer: Working Design Leap of Faith: Religion in the Workplace Cook Up Engagement: Kitchen Teambuilding My Turn: Procurement Possibilities Motivation@Work: Hard Times Recognition Legal Ease: The Tax Facts on Corporate Gifts Travel News: Where to Go and What to Do The Bahamas: Islands in the Sun Field Reports: Four European Destinations Golf: Around the World in 18 Holes Potentials Here and Now Watches and Clocks: Strike the Pose Golf Merchandise: Awards with a Solid Swing Computers: Digital Delights Retailers Band Together for Gift Card Market Gift Cards: The Prepaid Reward Spectrum Advertiser Index On the Web www.Incentivemag.com

Incentive - January 2009

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