Comments for

Comment on In Medical Equipment Industry, Waste Management is Focus of Sustainability Goals and New Revenue Opportunities by George Arnest

George Arnest — Sat, 28 Apr 2012 18:48:41 +0000

A great use for used equipment is reusing it. Take for example Medwow

Comment on Coming On Too Strong?! Tuning Green Marketing Messaging by David Schatsky

David Schatsky — Tue, 17 Apr 2012 03:42:54 +0000

Great contribution, Grant. Thanks.

Comment on Coming On Too Strong?! Tuning Green Marketing Messaging by Grant Ricketts

Grant Ricketts — Tue, 17 Apr 2012 03:36:34 +0000

This is a very interesting discussion, but I think there’s another element that can favorably impact green messaging, and that’s “Relevance.” This may be partially covered in providing a ‘Framework” as mentioned above, because frameworks help provide relevance. But, in our work around sustainability training for different corporate roles and functions, a key strength in the learning is its role-based relevance. It’s not so much ‘what it is’ and/or ‘what you should do’, rather it says that ‘this is how sustainability issues may affect different parts of your job, or your part of the organization, etc. and here are some things you might consider, etc.’ It leaves the power of choice to the learner without necessarily creating an ‘assertive imperative.’

It also provides context, which is essential for effective learning strategy and helps build a common language to overcome internal obstacles and ‘pockets of resistance’ that can impede progress, particularly in larger corporate settings. This opens doors for more program participation which builds synergy and scale. We use a tag line, “Make Sustainability Part of Everybody’s Job” which doesn’t come off as assertive, rather more aspirational. If interested, see http://www.SustainabilityInPractice.com

It’s my experience that green messaging has come off as ‘command-driven’ as it’s been led by true believers who would like to see things change. But classic messaging development includes more subtle ways to persuade. I worked with a professor in some post-graduate advertising research years ago, which found ‘comparisons’ to be a strong messaging attribute associated with persuasion. Comparisons help establish relevance in the mind of the viewer, learner, user, etc. If things are believably relevant, assertiveness gets taken in stride.

Comment on Coming On Too Strong?! Tuning Green Marketing Messaging by David Schatsky

David Schatsky — Tue, 10 Apr 2012 00:56:29 +0000

Interesting. Can you point us to work relevant to environmental sustainability?

Comment on Disrupting LEED by T. Caine

T. Caine — Mon, 09 Apr 2012 22:59:33 +0000

Good point, Craig. I think that valuation comparison would be good data to have. Different vintages of certification methods could certainly be okay, as long as the difference in relative sustainability value is acknowledged.

Comment on Optimistic About Business Prospects, the Ranks of Sustainability Consultants Swell by David Schatsky

David Schatsky — Mon, 09 Apr 2012 21:55:39 +0000

Thanks!

Comment on Optimistic About Business Prospects, the Ranks of Sustainability Consultants Swell by Oshaniwa Toyin

Oshaniwa Toyin — Mon, 09 Apr 2012 21:45:59 +0000

Great and inspiring work, a strategic analytical tool for sustainability professional

Comment on Coming On Too Strong?! Tuning Green Marketing Messaging by courageouscrossings

courageouscrossings — Mon, 09 Apr 2012 20:09:54 +0000

Your statement “we can at least meet people where they are for an immediate impact, without jeopardizing future credibility’ is held up in the public awareness campaign research on “framing” http://www.frameworksinstitute.org/
which refers to the subtle selection of certain aspects of an issue in order to cue a specific response; as researchers have shown, the way an issue is framed explains who is responsible, and suggests potential solutions conveyed by images, stereotypes, messengers, and metaphors. The advantage of strategic frame analysis™ is that it allows the research to document and deconstruct the frames currently in the public consciousness (that profit and sustainability are not compatible) and to understand their impact on business management preferences.

Comment on Disrupting LEED by Craig Immel

Craig Immel — Mon, 09 Apr 2012 18:09:30 +0000

I think it makes sense to have different types of green building rating systems for different property types and desired outcomes. LEED’s rigorous third-party verification and documentation requirements may be more difficult to comply with, but I would argue that those same requirements make up the inherent value proposition of LEED. It would be interesting to see a study of how the market values LEED Certified buildings versus Green Globes and other less stringent rating systems.

After all, if LEED were easy, everyone would do it.

Comment on Disrupting LEED by David Schatsky

David Schatsky — Sun, 08 Apr 2012 17:19:04 +0000

Good feedback, Tyler. As I hope was apparent, I haven’t done an in depth comparison of the two systems. It might well be useful exercise to go through. I do think that a little competition for LEED is in principle not a bad thing.