Manufacturing Today - January/February 2016 - 15

MICHAEL WILSON | COLUMN BY

packaging and to donate to community organizations. A brand that not
only operates under a sustainable
packaging policy but also encourages
its consumers to be more sustainable
is one that has a chance to make real
strides with its sustainable packaging
initiatives.

2. Real Examples

In his book "The Sustainability
Champion's Guidebook," Bob Willard
writes that the sustainability problem in the corporate world is really a
leadership issue. He contends that if
companies can increase the amount

The Future of Sustainability
These are all ways that companies
can improve their sustainability initiatives, but they all need one key

ingredient to work effectively: internal buy-in starting at the highest level. Your C-level executives must be
aware that getting greener isn't only
for the benefit of your reputation - it
can actually help your business by cutting down on energy costs, gaining tax
credits and facilitating stronger relationships with customers.
Creating a positive future for corporate sustainability isn't a task reserved for the biggest of brands with
eight- or nine-figure budgets. Every
organization and consumer in every
industry needs to band together to
work toward cutting down on consumer waste to ensure that posterity
can enjoy as many of the earth's natural resources as possible. mt

Michael Wilson is the vice president of marketing and communications at AFFLINK. He is responsible for generating global brand
awareness and marketplace demand across varying segments
and industries. He has 15 years of experience developing strategic
marketing and communication campaigns. For more information,
visit web.afflink.com.

JANUARY/FEBRUARY 2016 manufacturing-today.com

15

S U S TA I N A B I L I T Y

3. Create Internal
Sustainability Leaders

of strong, decisive action that is taken
by high-level managers toward implementing sustainability policies, real
environmental change can occur.
How can companies make sure that
they have sufficient environmental
leadership, especially if they don't
have an existing sustainability policy in place? One easy way is to assign
one or more sustainability champions to oversee your sustainability
initiatives. These team members are
the ones responsible for understanding, improving and reporting on your
company's sustainability initiatives.
By taking decisive action and raising
internal awareness through effective
communication, sustainability champions can transform any organization
into a sustainable one.

SERVICE

It's nice to come up with a fancy,
long-winded corporate sustainability
mission statement that you can include on a website or a brochure that
you give out at a trade show. But what
people are really interested in is what
you are doing to achieve that goal.
One of the brands in the NRDC's
report that achieved better practices recognition was McDonald's.
McDonald's has done more than just
write and talk about its corporate
sustainability policies: The company launched a separate website that
provides an in-depth explanation of
its sourcing, sustainability and nutritional campaigns, as well as real
examples of measures taken by the
company and its suppliers to cut
down on waste.
McDonald's provides an exact percentage breakdown of where waste
comes from at a typical McDonald's
restaurant and how the company is
planning on reducing each type. This
open, honest approach to sustainability is exactly the type of example
that consumers want to see from the
brands with which they engage.


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Table of Contents for the Digital Edition of Manufacturing Today - January/February 2016

Contents
Manufacturing Today - January/February 2016 - Cover1
Manufacturing Today - January/February 2016 - Cover2
Manufacturing Today - January/February 2016 - 1
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