Is Greening Your Business A Distraction?
I just met with Auden Schendler, Director of Sustainability for Aspen Ski Company. I had some questions for him about the book I’m writing on greening small businesses and he was kind enough to spend a good deal of time with me discussing small businesses and climate change.
Schendler, a charismatic, hunky guy, politely suggested that talking about greening business operations was a distraction from the real issue. Helping small businesses implement recycling programs and change their CFLs let businesses off the hook for doing the tough stuff: effecting public policy change. My book would be insignificant. Ouch!
After further discussion, Schendler begrudgingly conceded that greening your business was necessary and also essential for lending yourself credibility. His bigger point, however, was that greening should be done concurrently with higher order activities. He wants to make sure that before we discuss how to green your business, we discuss how to effect public policy or how to green all your customer’s activities. In other words, since we can’t all afford to install solar panels, we all need to make climate change policy our business. In fact, it seems like Schendler believes that your time may be as valuable to environmental progress as your CFLs.
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Schendler also advocates looking for the levers—the things you can do to move others to be greener—to make a larger difference than your own business can effect. Look for the way you can have the largest impact. What I came away with was that we should all be asking ourselves: can I influence my suppliers to be more environmentally responsible? Can I influence my customers to be more environmentally responsible?
Looking for levers also involves finding opportunities not only to exert the largest impact but to also exert influence disproportionate to your size. He calls this “asymmetric warfare.” He tells the story of how ASC, which only spends about $25,0000 a year on Kleenex banned the brand from the resort, the CEO of $32 billion parent company, Kimberly Clark, reached out to them. As a result, ASC was able to begin an environmental dialogue with a company 160 times its size.
My take away from the meeting? First, that he may have the coolest job in the world. First, we walked the building looking at ways to improve the efficiency of the HVAC system and then while I was sitting in his office the CEO called and although I couldn’t really hear the conversation it seemed to revolve around taking some turns at 11 AM. That said, I need to rework my book to include a greater emphasis on advocacy and public policy change. I think Auden would say: Get involved. Join green business organizations. Stiffen your green requirements for suppliers. Provide customers with greener alternatives. Make public policy change your business.
Photo: Travis Church fron flickr.com
Jennifer,
Don’t get too discouraged. Finish your book. Greening business is important. Every step, big or little, to reduce unsustainability should always be taken. But Schendler is correct in warning that such actions should not turn attention away from the bigger issues. Here I differ. The bigger issue is not policy or advocacy. It is to realize that reducing unsustainability doesn’t produce the flourishing world we all seek. What companies need to do is to rethink what they offer to the market in terms of taking care of people, which is much more than satisfying their needs. If you want to find a new message for business, take a look at my book, Sustainability by Design: A Subversive Strategy for Transforming our Consumer Culture,
Thanks, John. I’m going to check pout your book!
I think every little bit of “Green” initiative you take is a positive step in the right direction. It is nice to think of the bigger picture and higher order needs as well. Thanks for the thoughtful post. I can’t wait to check out your book! Green on!!
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Look forward to reading your book. I offer my 2 cents on small business activism in public policy given a recent project in Tampa, FL. Local and state policy and political networking IS REALLY IMPORTANT. CEOs of businesses in mid-size cities can easily get access and should set up meetings with their mayor and city council members to talk about your business, customers, the issues your company/product solves, and how this supports/improves the community. Politicians listen because you represent jobs, tax revenue, and potential campaign contributer. Have one of your staff monitor city council meetings, public hearings, major city projects(i.e. riverfront restoration) and contracts that relate to your business. Go to those hearings, select an issue and participate in workshops/lend your expertise. The goodwill, referrals, PR is beneficial and increases potential for sales!
[...] refreshingly realistic and pragmatic, Auden Schendler, Director of Sustainability for Aspen Ski Company has written a new, provocative new book. The [...]