Sustainable Bristol

Promoting Success in Cutting Carbon

Posted on 23 February 2011

Are you working hard at reducing your environmental impact as an organisation? Have you thought about how to communicate your success and stand out from the crowd?

Representatives of Benchmark Software, Bristol Zoo and Avon & Wiltshire Mental Health Trust (NHS) pitched their challenges around promoting successes in carbon reduction to a panel of leading communications experts in the city.

The panel included Ed Gillespie (Futerra), Leander Clarke (Bray Leino) and Matt Golding (Team Rubber), and was chaired by Paul Appleby of Bristol Media.

So what are the stories so far?

These organisations introduced the background to their own carbon reduction measures, and it was then followed by a panel-led discussion on recommendations (THINK).

Benchmark Software:

1)      They are developing sustainability software  for clients to report emissions data and sustainability activities, i.e. carbon accounting;

2)      One of the first SME’s in the country to be awarded the Carbon Trust Standard;

3)      Seeking best practice in promoting energy efficiency and carbon accounting to its clients.

THINK:

• In 5-10 years time, carbon reduction will be legislative and energy-cost driven, energy prices are not going to go down;
• Clients can gain competitive advantage;
• Focus on ‘loss over gain’ i.e. the immediate energy waste, rather than efficiency gains.

Bristol Zoo:

1)      The zoo is benchmarked as a tourist attraction, which means it faces direct competition from other tourist venues for environmental awards, e.g. hotels, who have a greater ability to reduce their energy consumption;

2)      They are an educational charity, but are not focused on changing customer behaviour;

3)      They are achieving a great deal, e.g. ISO 14001, biomass energy generation etc.

THINK:

• Why do you want to communicate it?
• Align what you deliver with how you behave; set out a vision;
• You need to stand out from the crowd (everyone is claiming green credentials).

Avon & Wiltshire Mental Health Trust (NHS):

1)      The trust has established a network of smart cars and electric bikes for the use of staff;

2)      Now looking to establish a social business model, and expand the approach across the city in the public sector.

THINK:

• Focus on the benefits to the audience, i.e. access, efficiency and cost savings;
• Think about your immediate audience and your wider audience;
• Work to self-interest: ensure that the business model is going to work.

Following a discussion, the panel indentified 3 questions to keep in mind when communicating your green message:

Don’t forget – 3 things to leave with:

1)      Who’s your audience? And what are the benefits to them?

2)      What do you want to gain? If it’s just for fame, is the effort worth it?

3)      Who says you are the best? Rather than self-proclaiming it, get someone else to say it!