Asphalt Pavement Magazine - September/October 2016 - 37


Creating a Sustainability Program:

Communicating
Progress

Sustainability reporting strengthens relationships with stakeholders
By Heather Dylla, Ph.D., and Martha K. Silver

T

he first article in the
Create a Sustainability
Program series set the
stage for founding a
successful sustainability
program by busting myths that
are often barriers to getting started
and identifying factors successful
sustainability programs have
in common. The second article
provided an outline for adopting
corporate values, and the third
article in the series explored
how to deploy and measure
sustainable operations.
This fourth article in the series is
about the value and importance of
sustainability reporting, as well as
different methods of sustainability
reporting based on the size and
maturity of your company's
sustainability program.

Why Commit to
Sustainability Reporting?
The idea of helping the
environment, saving money, and/
or being a good neighbor sound
appealing and offer attractive
outcomes. Sustainability reporting
sounds like unnecessary paperwork,
but that would be the farthest
thing from the truth. Without
sustainability reporting, many of
the positive corporate goals your
company achieves will fall short.

Why? A company's sustainability
program is incomplete without
interaction with its employees
and external stakeholders. In the
absence of information, mistrust is
bred. Without details, simply saying
your company has a sustainability
program sounds like greenwashing.
Sustainability reporting is the best
practice1 that provides the details
that build trust and strengthen the
relationship between you and your
stakeholders because it shows your
shared values.
Your stakeholders are crucial
to your company's success; no
organization can succeed without
the support of its stakeholder
groups. As you may recall from
"Creating a Sustainability Program:
Choosing Corporate Values" in
the May/June 2016 issue of Asphalt
Pavement magazine, involving
employees and identifying
stakeholders and what is important
to them are important steps to
choosing corporate values with
attractive outcomes for both your
company and stakeholders. Here is
how a sustainability program might
be seen by these stakeholders:
* Employees and Potential
Employees: Companies that
practice sustainability and
involve their employees in their
sustainability programs generate

a sense of employee pride. These
companies also attract more
talented employees and maintain
higher morale.2 More than 30
percent of respondents in a
2013 Boston College Center for
Corporate Citizenship and Ernst
Young survey declared increased
loyalty to their employer as the
result of the company issuing a
sustainability report.3
* Customers and Potential
Customers: First, companies
that provide a sustainability
report typically have a better
reputation, something consumers
prefer and find confidence in
when making purchases.3 Second,
in a global study of online
consumers in 60 countries, a
strong trend was found showing
consumers are often willing
to spend more money to buy
products and services from
companies committed to social
and environmental sustainability
practices. In North America, 42
percent of consumers said they
would support these companies
by purchasing the more expensive
products and services.4 Although
this survey may have sampled
online consumers, it is reasonable
to think that many road owners
and agency personnel making
pavement-type decisions and

Asphalt Pavement Magazine - September/October 2016 * 37



Table of Contents for the Digital Edition of Asphalt Pavement Magazine - September/October 2016

Chairman’s Commentary
Industry News
Innovation in Mindset and Technology
Innovative Pavement Research
Freight Innovations in Our Future
Creating a Sustainability Program:
Industry Calendar
Index of Advertisers / Advertisers.com
Asphalt Pavement Magazine - September/October 2016 - Cover1
Asphalt Pavement Magazine - September/October 2016 - IBD_L
Asphalt Pavement Magazine - September/October 2016 - IBD
Asphalt Pavement Magazine - September/October 2016 - cover2
Asphalt Pavement Magazine - September/October 2016 - 3
Asphalt Pavement Magazine - September/October 2016 - 4
Asphalt Pavement Magazine - September/October 2016 - 5
Asphalt Pavement Magazine - September/October 2016 - 6
Asphalt Pavement Magazine - September/October 2016 - 7
Asphalt Pavement Magazine - September/October 2016 - 8
Asphalt Pavement Magazine - September/October 2016 - Chairman’s Commentary
Asphalt Pavement Magazine - September/October 2016 - 10
Asphalt Pavement Magazine - September/October 2016 - 11
Asphalt Pavement Magazine - September/October 2016 - 12
Asphalt Pavement Magazine - September/October 2016 - Industry News
Asphalt Pavement Magazine - September/October 2016 - 14
Asphalt Pavement Magazine - September/October 2016 - 15
Asphalt Pavement Magazine - September/October 2016 - 16
Asphalt Pavement Magazine - September/October 2016 - 17
Asphalt Pavement Magazine - September/October 2016 - 18
Asphalt Pavement Magazine - September/October 2016 - Innovation in Mindset and Technology
Asphalt Pavement Magazine - September/October 2016 - 20
Asphalt Pavement Magazine - September/October 2016 - 21
Asphalt Pavement Magazine - September/October 2016 - 22
Asphalt Pavement Magazine - September/October 2016 - 23
Asphalt Pavement Magazine - September/October 2016 - 24
Asphalt Pavement Magazine - September/October 2016 - 25
Asphalt Pavement Magazine - September/October 2016 - 26
Asphalt Pavement Magazine - September/October 2016 - Innovative Pavement Research
Asphalt Pavement Magazine - September/October 2016 - 28
Asphalt Pavement Magazine - September/October 2016 - 29
Asphalt Pavement Magazine - September/October 2016 - 30
Asphalt Pavement Magazine - September/October 2016 - bg1
Asphalt Pavement Magazine - September/October 2016 - bg2
Asphalt Pavement Magazine - September/October 2016 - bg3
Asphalt Pavement Magazine - September/October 2016 - bg4
Asphalt Pavement Magazine - September/October 2016 - bg5
Asphalt Pavement Magazine - September/October 2016 - bg6
Asphalt Pavement Magazine - September/October 2016 - bg7
Asphalt Pavement Magazine - September/October 2016 - bg8
Asphalt Pavement Magazine - September/October 2016 - bg9
Asphalt Pavement Magazine - September/October 2016 - bg10
Asphalt Pavement Magazine - September/October 2016 - bg11
Asphalt Pavement Magazine - September/October 2016 - bg12
Asphalt Pavement Magazine - September/October 2016 - bg13
Asphalt Pavement Magazine - September/October 2016 - bg14
Asphalt Pavement Magazine - September/October 2016 - bg15
Asphalt Pavement Magazine - September/October 2016 - bg16
Asphalt Pavement Magazine - September/October 2016 - bg17
Asphalt Pavement Magazine - September/October 2016 - bg18
Asphalt Pavement Magazine - September/October 2016 - bg19
Asphalt Pavement Magazine - September/October 2016 - bg20
Asphalt Pavement Magazine - September/October 2016 - bg21
Asphalt Pavement Magazine - September/October 2016 - bg22
Asphalt Pavement Magazine - September/October 2016 - bg23
Asphalt Pavement Magazine - September/October 2016 - bg24
Asphalt Pavement Magazine - September/October 2016 - bg25
Asphalt Pavement Magazine - September/October 2016 - bg26
Asphalt Pavement Magazine - September/October 2016 - bg27
Asphalt Pavement Magazine - September/October 2016 - bg28
Asphalt Pavement Magazine - September/October 2016 - bg29
Asphalt Pavement Magazine - September/October 2016 - bg30
Asphalt Pavement Magazine - September/October 2016 - bg31
Asphalt Pavement Magazine - September/October 2016 - bg32
Asphalt Pavement Magazine - September/October 2016 - bg33
Asphalt Pavement Magazine - September/October 2016 - bg34
Asphalt Pavement Magazine - September/October 2016 - bg35
Asphalt Pavement Magazine - September/October 2016 - bg36
Asphalt Pavement Magazine - September/October 2016 - bg37
Asphalt Pavement Magazine - September/October 2016 - bg38
Asphalt Pavement Magazine - September/October 2016 - bg39
Asphalt Pavement Magazine - September/October 2016 - bg40
Asphalt Pavement Magazine - September/October 2016 - 31
Asphalt Pavement Magazine - September/October 2016 - 32
Asphalt Pavement Magazine - September/October 2016 - Freight Innovations in Our Future
Asphalt Pavement Magazine - September/October 2016 - 34
Asphalt Pavement Magazine - September/October 2016 - 35
Asphalt Pavement Magazine - September/October 2016 - 36
Asphalt Pavement Magazine - September/October 2016 - Creating a Sustainability Program:
Asphalt Pavement Magazine - September/October 2016 - 38
Asphalt Pavement Magazine - September/October 2016 - 39
Asphalt Pavement Magazine - September/October 2016 - 40
Asphalt Pavement Magazine - September/October 2016 - 41
Asphalt Pavement Magazine - September/October 2016 - 42
Asphalt Pavement Magazine - September/October 2016 - 43
Asphalt Pavement Magazine - September/October 2016 - 44
Asphalt Pavement Magazine - September/October 2016 - 45
Asphalt Pavement Magazine - September/October 2016 - 46
Asphalt Pavement Magazine - September/October 2016 - 47
Asphalt Pavement Magazine - September/October 2016 - 48
Asphalt Pavement Magazine - September/October 2016 - Industry Calendar
Asphalt Pavement Magazine - September/October 2016 - 50
Asphalt Pavement Magazine - September/October 2016 - Index of Advertisers / Advertisers.com
Asphalt Pavement Magazine - September/October 2016 - 52
Asphalt Pavement Magazine - September/October 2016 - 53
Asphalt Pavement Magazine - September/October 2016 - 54
Asphalt Pavement Magazine - September/October 2016 - 55
Asphalt Pavement Magazine - September/October 2016 - 56
Asphalt Pavement Magazine - September/October 2016 - 57
Asphalt Pavement Magazine - September/October 2016 - 58
Asphalt Pavement Magazine - September/October 2016 - cover3
Asphalt Pavement Magazine - September/October 2016 - cover4
https://www.nxtbook.com/naylor/NAPS/NAPS0318
https://www.nxtbook.com/naylor/NAPS/NAPG0018
https://www.nxtbook.com/naylor/NAPS/NAPS0218
https://www.nxtbook.com/naylor/NAPS/NAPS0118
https://www.nxtbook.com/naylor/NAPS/NAPS0617
https://www.nxtbook.com/naylor/NAPS/NAPS0517
https://www.nxtbook.com/naylor/NAPS/NAPS0417
https://www.nxtbook.com/naylor/NAPS/NAPS0317
https://www.nxtbook.com/naylor/NAPS/NAPS0217
https://www.nxtbook.com/naylor/NAPS/NAPS0117
https://www.nxtbook.com/naylor/NAPS/NAPS0616
https://www.nxtbook.com/naylor/NAPS/NAPS0516
https://www.nxtbook.com/naylor/NAPS/NAPS0416
https://www.nxtbook.com/naylor/NAPS/NAPS0316
https://www.nxtbook.com/naylor/NAPS/NAPG0016
https://www.nxtbook.com/naylor/NAPS/NAPS0216
https://www.nxtbook.com/naylor/NAPS/NAPS0116
https://www.nxtbook.com/naylor/NAPS/NAPS0615
https://www.nxtbook.com/naylor/NAPS/NAPS0515
https://www.nxtbook.com/naylor/NAPS/NAPS0415
https://www.nxtbook.com/naylor/NAPS/NAPS0315
https://www.nxtbook.com/naylor/NAPS/NAPG0015
https://www.nxtbook.com/naylor/NAPS/NAPS0215
https://www.nxtbook.com/naylor/NAPS/NAPS0115
https://www.nxtbookmedia.com