I read a figure from Ernst & Young last week that shocked me.  In a recent survey, nearly 40% of tax department respondents inside of companies that have a sustainability strategy were completely unaware of any green tax incentives that may be available to them.  To me, this says two major things:

One: sustainability departments are insufficiently aware of the many federal, state, and local tax incentives that are available to them.

And two: sustainability is good business, even without tax savings, for many companies.

To address that first point, I encourage you to take a look at the following resources, which may help you find incentives that are relevant to your business:

• Energy.gov – a federal listing of energy savings incentives
• DSIRE – The Database of State Incentives for Renewables and Efficiency
• EPA Funding Opportunities – though not directly tax-related, this is a list of resources for getting funding for green facilities projects

Additionally, there are far too many local incentives to list, but you should look to see what is available in your own city.

And on that second point, I’m somewhat encouraged that such a large group of companies realize that sustainability is a vital key to their success, even without governmental help.  Though I hope that more businesses take advantage of what is available so that they will continue to grow.

What incentives does your company enjoy?  And do you know of any more resources to help other businesses find them?  If so, please share with us in the comment section below.

One of the most impactful SXSWi panels I attended was the Creative Energy: Renewing the Fight for Renewables session where Tara DePort of the Human Impacts Institute  presented a series of questions:

• What’s your vision?
• What’s your ask?
• What are you going to give?

Now, the wheels are turning…

Sustainability captures the passion for change; change that will better our environment, our communities and our economies. As I defined sustainability in my last post, I realize that I need to think about my vision. I need to have a purpose behind my ambition and a mission that I can work toward.

Joel Barker takes the stance that “vision without action is a dream; action without vision is simply passing the time; action with vision is making a positive difference.” He wasn’t specifically discussing sustainability but his statement is thought-provoking and very effective in discussing green initiatives.

Growing movements like Purpose and the Canary Project’s Green Patriot Posters are making it easier to ‘take action’, whether through volunteering, through donation, education, and even the arts. As people get more passionate about sustainability, they are looking for an organization with which to take action. But I feel that has been the easy part; there are numerous groups building a network of sustainability professionals and enthusiast. And, as that is the beginning, we also need to foster people’s desire to find their vision.

Helen Keller famously said, “It is a terrible thing to see and have no vision.” If that doesn’t push you to figure out and realize your vision, then read it again.

My vision: I want to be a catalyst for a sustainable society; I want to work with corporations to change the way we operate big business; and I want to succeed in showing the positive economic impacts of sustainability.

What is your vision? Post your responses to our blog or use the hashtag #GreenVision; let’s get people motivated to brainstorm and define theirs!

SXSW Interactive 2012 is off to a great start. Over the last few days, I’ve seen many fantastic panels and talked with interesting folks who are doing some really cool things in sustainability.

Last year, I was deeply interested in collaborative consumption.  The idea was that maximum economic value and environmental benefit would come when more and more people share the same physical goods was a hot topic.  This year, that same idea is really getting traction, but on a bigger scale.  Collaborative consumption has shown to be just a single element of a larger “cleanweb” which shows promise to be widely adopted as a much more efficient way for consumers and companies alike to share goods and services.

Behold the “cleanweb”

A session that Sunil Paul of Spring Ventures hosted went into detail about how the cleanweb is really creating some serious economic and environmental value.  He used examples like Zipcar and Airbnb to illustrate how large-scale adoption of these ideas is on the way.

Mass adoption is happening, now

These services are becoming increasingly popular.  In the last year, Airbnb usage has expanded five-fold, from about one million nights booked to over five million.  This creates more value for both the host and visitor.  And since a night stayed through Airbnb only creates about a third of the carbon emissions that a traditional hotel stay would, it has profound environmental benefits as well.

Not just for consumers

Another session I attended was about another cleanweb company, Recyclematch.  Recyclematch’s COO, Chad Farrell, explained how his company’s SaaS allows other businesses to work together to find value in their waste.  By facilitating the flow of information between businesses, Recyclematch uses the cleanweb to turn waste from a liability to an asset.

Economic opportunities in cleanweb for business

First of all, companies can utilize the cleanweb to reap benefits by simply using cleanweb services.  Since cleanweb work is necessarily valuable, companies can make or save money by spending less on transportation, or lodging, or waste disposal.  It’s fairly straightforward, as long as businesses are able to recognize these opportunities.

The other side of cleanweb’s opportunity lies in developing the technologies that comprise the cleanweb altogether.  This space is ripe for disruptive innovation.  Startups like the ones I’ve already listed are already reaping the benefits, but there is surely room for many more cleanweb successes.

More SXSW info to come

I’m about to head to an eco-startup launch competition, so I’m interested to see what new sustainable ideas emerge in cleanweb and elsewhere.  SXSW is the place where many “next big things” get started, and I’ll be on the front lines, broadcasting what looks like the next big thing in sustainability.  Be sure to follow BE on Twitter to keep up with what’s happening at SXSW Interactive 2012.

As we all prepare for an action-packed SXSW, BusinessEarth is prepping for another year of innovative thought at Interactive 2012.  If you’re going to be at SXSW, come find us!  If not, we’ll be reporting from the conference, so you can keep up with the action from wherever you are.

Bradley Short is a SXSW veteran, and represented BE last year. Very aware of the scene, Bradley knows
how to grab people’s attention and get things done at this sometimes chaotic event. He will be blogging
about ideas and developments in responsible business. Also, he’ll be looking for insights into what is working for other startups and what we need to work on as a new company.

Lacey Miller is new this year but just to SXSW; she’s been with BusinessEarth for over a year now and is
ready to take on the SX scene. As a rockstar networker, Lacey is looking to meet some impactful people
interested in sustainability. She also has a very strong network in Austin and will be posting news on
events and things to see while you are in Austin…and as an avid food lover, she’ll probably be tweeting
about Austin’s food truck scene (get BBQ at Franklin; it will change your life)!

BusinessEarth is building a knowledgeable community of industry professionals who see significant
monetary and societal value in social and environmental sustainability.

Check out the BusinessEarth blog, follow us on Twitter, and let us know what interests you at SXSW!

When I begin to discuss sustainability with people, I get a lot of blank stares and questions. I then default to the buzzword ‘green’…

“Oh, I understand what that means!”

But that easy and fast response tends to make me cringe.

I am so passionate about sustainability but qualifying it with the concept of green, triggers images of hippies chained to trees. What I am talking about is an all encompassing term that defines responsibility; responsibility to our environment, our local communities and the world. I don’t want to deemphasize the importance of sustainability with such a simple word but I also know that an easy understanding of the concept is the only way we will grow the importance of sustainability…and, I will admit, in the world of SEO, green is a major keyword.

So what does green mean?

As a marketing mind, I consult Wikipedia for societal and trending definitions, and I found exactly the cliché explanation I was looking for:

“Recent political groups have taken on the color as symbol of environmental protection and social justice, and consider themselves part of the Green movement, some naming themselves Green parties. This has led to similar campaigns in advertising, as companies have sold green, or environmentally friendly, products.”

Another cringe-worthy moment as I read about the Green movement and green products in one paragraph. One speaks to capitalism and a greater economy; the other, to that “green” cleaning product you just bought that is “better for you and the environment”.  Green tends to be overused and misused, usually highlighting only a small piece of sustainability; I want to broaden people’s view with a much wider range of topics, the important ones.

In an article by Bahar Gidwani, he identified the rainbow of sustainability, the numerous “colors” that define this growing market. He surveyed a few thousand users from his site, CSRHub, and assigned a color to the different focuses of each group.

Green: environment focused; this group ranked environmental issues as their highest concern.

Blue: community and employee focused; this group pushed up the importance of community and employee engagement, and de-emphasized environment and governance.

Red: governance focused; this group wanted companies to be ethical, have a balanced and diverse board, and to be transparent about their behavior.

Grey: “all things being equal”; this large group of people declared all topics of sustainability to be more or less equal.

White: follow a leader; these members did not have a strong opinion, or they were more interested to know how “everyone else” feels about various issues.

Perfect; we now have a wider spectrum of colors to help us break down sustainability but what will really help professionals define this growing industry?

Robert Pojasek, via GreenBiz.com, defined sustainability as follows:

“Sustainability is about behaving in a way that can be continued or sustained. To operate sustainably, an organization must act in a way that is consistent with and supports the well-being of the physical environment and all of the biological communities and economies of the locations where they operate.”

He didn’t mention ‘green’ once and defined sustainability in a way that people can understand, well most people; Pojasek’s definition may elicit a few blank stares as it is strongly intellectual.

I want to move away from the simplicity of green but still use common words that give a smart, but understandable definition.  Then I came across and article by Tim Mohin titled “Less is More Obvious: Why Sustainability Is So Hard To Define.” Mohin put it as simply as this,

“It is an expectation that you treat people and our planet with respect.”

Amazingly well put. Society lives off this planet, we will affect it but we can control the repercussions by respecting the world around us.

What do you think? Is ‘green’ too strong and important of a buzzword to leave out or can we start to explain sustainability by using words such as respect and responsibility?

At this contentious time in American politics, it seems like just about everything is becoming a political issue.  Sustainability, sadly, hasn’t been spared the wrath of heated political rhetoric.

The ongoing debate about issues like federal subsidies, climate change mitigation, and natural gas fracking might make corporate sustainability look like a politically divisive thing.  But that’s simply not the case.  Corporate sustainability is as mainstream as it gets, so you’d better commit your company to a greener future if you want to remain competitive in the years to come.

The rift between Americans and businesses on green

Only about half of Americans even believe in man-made climate change, but according to an Accenture study, 93% of global CEOs say that sustainability is important to their company’s future success.  What does this tell us?  It says that corporate sustainability isn’t about looking good to consumers; it’s about remaining viable in today’s ever-changing marketplace.

“It’s about economics, not politics.”

Sustainability isn’t a political stand; it’s a commitment to being economically successful in years to come.  Protecting the environment is good business, and companies are starting to realize that.  As natural resources become harder to come by, only the companies that use them efficiently and effectively will be able to succeed.  Rising oil prices, increasing water scarcity, and sharp population growth will make environmental sustainability and economic sustainability impossible to separate.

Don’t wait for regulation. Act now, it’s in your best interest

As laws trend toward better environmental stewardship, some companies may choose to wait.  They want to know exactly what the law will require before they start working to become more responsible.  This is not the best plan.  The business case for sustainability already exists, and green is as much a competition as it is an imperative.

Your company doesn’t need to worry about which laws exactly are going to win out, you should start running the sustainability race now.  We know the general direction, and even though the exact destination isn’t clear, it’s in your best interest to start moving in a sustainable direction.  You can course correct later, but you’ll definitely be better off than those who are still sitting at the starting line.

So what are you waiting for?

Left vs. Right is wrong

At BusinessEarth, our team represents views across the political spectrum.  We may not agree on everything, but we all agree that sustainability is a vital component of any business.  We’d love to have a conversation with you about the business opportunities that better environmental stewardship presents.

Tweet at us (@BusinessEarth) or leave a comment below, and we can talk about the business case for sustainability.

Image used under Creative Commons from crazygeorge.

One of our goals at BusinessEarth is to prove that socially and environmentally responsible business is possible and profitable. When we find a company that embodies these principles, we highlight their achievements and challenges so you can apply their lessons to your business. BusinessEarth invested in HireBetter in early 2011, and with it has shown how a unique company structure allows them to deliver more value to their clients while enriching their employees’ lives.

From the very beginning, HireBetter was a unique company.  Jonathan Davis, the company’s founder, set out to create an organization that focused only on things that added value.  By eschewing many “normal” business ideas and honing down on what truly matters, HireBetter has been delivering top-notch service to its clients while enriching the lives of its stakeholders since 2004.  Their business model is rewarding to their employees, good for the environment, and most importantly, highly effective.

About HireBetter

HireBetter is, at its core, a recruitment process outsourcing – or RPO firm.  HireBetter works with fast growing, middle market companies to determine how their workforce can be improved, and it helps clients promote, recruit and hire the A-players that they need (and rave about) to grow to the “next level.”

“Always add value. Always.”

When they started, Jonathan took a holistic look at what the business would and wouldn’t need to be successful.  He knew that HireBetter’s workforce needed to be dependable, flexible, and creative.  He also realized that in order to serve it’s clients needs across the U.S. and at all hours of the day, HireBetter would benefit from a team that was geographically dispersed across the country.

Jonathan also noticed a few things that HireBetter didn’t need.  Many companies would, without even considering the alternatives, build their business around a centralized office with conventional hours.  But HireBetter concluded that their clients didn’t really get any value out of that.  The Internet made it possible for most of the work to be done from just about anywhere.  So instead using an outdated, expensive, and inefficient model, he structured the company so that telecommuters could do the majority of the day-to-day client service.

The work at home mom phenomenon

In order to staff this unique company, HireBetter needed a different kind of workforce.  They found that “work at home moms” (WAHMs) had just the right make-up and skillset that HireBetter desired.  Moms are naturally creative, organized, and dependable, which is just what the young company needed.  And HireBetter’s virtual model was perfect for moms who may need to work unconventional hours to continue to be “on-call” for their families.

The WAHM phenomenon has allowed thousands of women who would have otherwise been left out of the workforce to enjoy real, meaningful employment while still being available for their families.  HireBetter’s expertise is based on making sure that top talent is used in the most productive way, and WAHMs possess a wealth of talent that is too amazing to let idle away.

No success at work is worth failure at home*

In order to make a great working environment for WAHMs, HireBetter places work-life balance as a top priority.  Family always comes before work, period.  HireBetter has figured out that placing family first actually results in outstanding service for its clients.  In fact, because HireBetter’s employees know that they have the company’s support, they are happier, more creative, and more productive…and clients rave about its service.  A company that truly cares creates value for its employees, its clients, and itself.

Telecommuting is lean, green, and it works!

By employing a workforce centered on telecommuting, HireBetter saves time, money, and the environment.  Employees spend the thousands of hours that would have otherwise been wasted in traffic, serving clients and their families.  Traditional commuting is also expensive and, often, very harmful to the environment.  By not needing an office big enough to house all of their employees, HireBetter also saves money (and carbon) in facilities costs; savings which it passes along to clients.

Though HireBetter’s management team meets in person and will travel to work with clients, most of the employees work exclusively out of their homes.  In order to keep everyone in touch, the team has group phone calls, shares pictures and stories via a team intranet, and stays in close contact with each other by instant messaging every day.  Many of HireBetter’s employees have never even met in person, but the collaborative nature of the company and the work has created a very tight-knit group.

How values add value

Today, with BusinessEarth’s Founder, Kurt Wilkin, serving as its Managing Partner, HireBetter enables work at home moms to use their unique professional skills and situations, while their clients get to reap the benefits.  The company’s low-overhead, highly flexible model allows them to deliver top-notch service to every client in a cost-effective way.  While minimizing wasted resources and maximizing work-life balance, they have and continue to help companies around the country hire better.

If you’re interested in getting a better talent management strategy, or you just want to learn more about the company, contact HireBetter.

*This is the mantra of Maxwell, Locke, & Ritter, an Austin-based accounting firm.

We’ve talked about how CSR helps companies before on the BE blog, especially with regard to Gen-Y employees.  Responsible companies are much better at recruiting, engaging, and retaining employees than ones without a sustainable focus.

I got to interview Aman Singh of In Good Company about this very idea for HireBetter’s blog.  (HireBetter is one of BusinessEarth’s portfolio companies.)  In our interview, she laid out how good corporate citizenship helps firms recruit and engage top talent more than ever.

Here’s an excerpt from our talk:

“Today, HR professionals might believe that the market is tipped on their side with much more supply than demand. However, this will eventually shift. And that is when employers will realize the efficacy of having sustainability as a priority. From a candidate’s perspective, a sustainable company is comparable to a long and lucrative career path today. This opportunity to mesh professional and personal development is significantly key for candidates and will act as major distinguishers for companies’ ability to attract top talent.

Edelman’s 2010 Good Purpose study revealed that 87% of consumers believe that business needs to equate at least equal weight on society’s interests as on business interests. This centrally places the onus on HR professionals to communicate their company’s strategic and sustainable mission to candidates and employees. Because we are getting to a place where we are beginning to make the same informed decisions as professionals as we have for the longest time as consumers. Decide with your dollars is now translating into deciding with your skills and professional choices.”

To see our full interview and my blog post, head over to “What Goes Around, Comes Around: How Corporate Social Responsibility Helps Your Recruiting.”

Lots of people may ask, “Why should a company implement a corporate social responsibility program?”  But what they really mean is, “Why should my company buy into CSR?”  And it’s a valid question, especially for a small enterprise.  Why should a small company devote the time and resources it takes to become more socially responsible?

Small companies have MORE incentive to be responsible

Small and medium-sized businesses, arguably, have more reasons to act responsibly than others.  Good companies have better access to capital.  Especially in today’s volatile financial climate, being able to get cheap capital is vital to small enterprises if they hope to survive.

Responsible companies are more innovative

Responsible companies are more adaptive and innovative.  Social responsibility requires a firm-wide focus that helps innovators recognize opportunities throughout the organization.  Since small companies are better poised to make big changes quickly, they are better positioned to take advantage of these opportunities.

Recruit and engage your workforce

The best and brightest workers flock to responsible companies.  Especially when you look at younger employees, corporate responsibility is just the kind of differentiator small businesses need to stand out to top performers.  And current employees who feel like their jobs are doing good in the world around them are significantly more engaged at work.   Small companies don’t have room for disengaged employees, so a responsible focus will help them accomplish more with their current workforce.

CSR works for large and small companies alike

Corporate responsibility has already caught on with big businesses.  But it’s time for smaller one to receive CSR’s benefits, too.  If your small company already practices CSR, please tell us about it.  And if it doesn’t, now is the best time to start!

Imaged used under Creative Commons from lumaxart.