Meet the sustainability process Walmart is experiencing from the inside out through this encouraging video with its employees and how they are succeeding at getting everyone involved, not just treehuggers.
Entries Tagged 'Sustainability 2.0' ↓
Recently, the Guardian presented a new corporate initiative to spread the word about their sustainable practices and how they aim at changing society as a company recognized by its voice: Living our Values.
The goal of this report is for their many stakeholders to get to know what they stand for and how they are moving forward on sustainability. Living our Values is an annual audit on social, ethical and environmental attitudes and actions, and they declare themselves as the first media company to do something of these proportions.
Jo Confino, Executive Editor of the Guardian and Head of Sustainable Development for Guardian News and Media described it better:
“The Guardian has a clear purpose to deliver high quality independent liberal journalism in the pursuit of social justice. This website seeks to show our stakeholders how we live up to our core values, and particularly our commitment to sustainable development and responsible business practice.”
What’s more, they are ready to go further with Web 2.0 technology, to keep their readers updated and to open up the dialogue about it all through an online community that invites you to discuss what values are they (and we) living in guardian.co.uk/sustainability.
Could there be that a media voicing sustainability 2.0 is just what we need to take best practices, new technologies and collective intelligence to more companies and more people?
Walk the talk
It’s been six months since we started spreading the word about Sustainability 2.0, a book we at El Viaje de Odiseo consultancy firm wrote on topics of sustainable development, Web 2.0 / social media and collective intelligence.
During this time we mapped the web to find relevant conversations on these same topics, looking to start interacting with those who were also talking about combining sustainable development practices with social media possibilities. We got to know blogs, groups, websites, forums and people that would help us continue down this way. And we started talking with all of them, in some sort of wide network about sustainability 2.0.
This gave us the opportunity to start our own conversation – mainly through this blog -, seeing where that would lead us.
Our next steps will be to follow our research: have you heard of companies pulling an enterprise 2.0? Do you have ideas on what sustainability 2.0 should represent? Do you think of ways social networking, citizen participation and sustainable practices could join? We want to know, and make of this blog an online hub where all things “sus2.0″ will be discussed.
And we want the conversation to happen in an active, dynamic and participative manner. So we will be giving you opportunities to speak and do. Thanks for joining us!
Reading this article on brands that use Twitter to promote their products and launch an ongoing conversation with their customers, we got inspired to do a bit of research.
Charles Redell wonders if sustainable brands should tweet, on the basis of a study by Nielsen & Co. that concludes “the average time per person spent on soclail networking sites increased 67 percent from May 2008 to May 2009″.
David Raycroft, vice president of product strategy at San Francisco-based startup Milyoni, seems to agree: “If you are not engaging in these member communities, you’ve already lost control of the conversation,” .
The article mentions Ford tweets, a giant corporation that spends a great deal of time replying to other users’ comments about their cars and new releases:
@Dragonbelly1 Whoa, whoa, whoa. What you mean “don’t like Ford”? Are we really that bad? ^SM
You may also have heard of Zappo’s case. This shoes brand started tweeting collectively through more than 400 employees. With thousands of followers, this social media initiative helped the company increase their sales in a 20%.
Dell is a corporation learning from its mistakes. After Dell Hell, they seem to have understood the power of costumer influence, and besides creating Direct 2 Dell and Ideastorm, Dell now tweets. They let you know about offers and discounts and get to hear your opinions and ideas live.
Another brand that is listening to their clients’ ideas is Starbucks, though their story is much different. Here it’s a company that aimed at complying with different sustainability standards from the get-go and one that might be consider a clear example of enterprise 2.0. They use Twitter to boost the impact of My Starbucks Idea, a community where you can suggest your own idea to improve the coffee experience.
here’s a list of some of the ideas we launched in the past week – look for them at your local Starbucks! http://bit.ly/Haveu
And even Kogi Korean, a Korean-bbq-tacos truck company is using Twitter to let its followers know where they can buy cheap dishes in every corner of Los Angeles they stop by.
What about your brand? Are you already twitting?
It certainly is an opportunity to take the first steps towards becoming enterprise 2.0, and even to test the power of some of your sustainable development actions. But as they quote on the article by Redell, remember: “You can develop an audience through transparent communities, but you still have to have a good product.”
“Social media and sustainability are both about cultural change”, said Justin Yuen, founder of FMYI (For MY Innovation) when asked to explained why his online workspace was being used to leverage sustainable initiatives inside big companies like Sony and Nike.
BusinessWeek published an article about this revolutionary application (they say it beats Basecamp, Facebook and FriendFeed) where your team can store and share information in a secure but transparent and collaborative way.
He came up with the idea while working in CSR for Nike: he noted that while many people had good ideas concerning sustainable development, putting those efforts in conversation was more than just launching a series of corporative workshops.
In FMYI “each person gets their own social networking-style profile page, and each team can have a page too. Then, anyone can create a workspace page to post messages, share files, add links, set tasks, and more”.
The initiative has succeeded in encouraging companies of different sizes and colors to open an account and start harnessing the power behind their own stakeholders. And enterprise 2.0 gets another nudge forward.