Greening 2012

Catie Caborn

Flickr creative common photo by Nationaal Archief

One of my favorite parts of the New Year is reading through the abundance of “year in review” and “predictions for the new year” articles. It’s always interesting to see where the experts think we’ve moved the needle in 2011, and where emphasis will be placed in 2012. One of my favorites this year came from GreenBiz.com’s Tilde Herrera, who asked executives from a range of companies and organizations what they thought would be the biggest driver for sustainability in 2012.

A couple of drivers came up time and again in the responses- the first of which was building trust with their stakeholders. In 2012, companies such as Hasbro and Molson Coors are focusing their efforts on building trust with their employees, customers, and shareholders by making decisions around sustainability that are not only good for the environment, but that have economic value for the company’s bottom line. This is a driver for many companies as they realize the value in responding to stakeholder demands and desires for sustainability.

This driver points to the next recurring theme- that in 2012, companies will increasingly seek to invest in sustainability efforts because they’ll recognize the economic benefits that result from resource efficiency. Organizations such as the USGBC, Sprint, Dow Chemical, and Intuit echoed this sentiment. This driver illustrates the recent shift in the way companies consider their CSR efforts, which has been brought on in part by the current economic climate. What was once a “nice to have,” or an obligation that was seen as a financial burden, is now more often seen as an opportunity to innovate and find efficiencies that serve the bottom line.

To see the responses given by the executives GreenBiz interviewed, visit Green Biz.

Here’s to a happy (and green) 2012!


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